Web video veteran Danny Fishman is jumping to Believe Entertainment Group, where he’ll serve as a partner overseeing sales, product development and series development.
Fishman was most recently president of the video ad network Digital Broadcasting Group. Before that, Fishman ran sales at the competing video network BBE.
Believe Entertainment Group primarily works in the original digital entertainment space, facilitating the production and distribution of shows like The LeBrons. With Fishman’s help, the company is looking to push beyond the Web, toward platforms like Netflix as well as traditional TV.
While Believe also helps marketers develop branded entertainment vehicles, according to Fishman the company is first and foremost about producing great shows that people actually want to watch.
“I’m really looking forward to the freedom to produce content and not being tied to something specific, or one network or one brand,” said Fishman, who said that scripted series will be a priority for Believe going forward. “We’re going to be working on the strategic build of this company, and we’ll be talking to talent agencies, production companies, etc., looking for top-tier content."
Too often that’s not been the goal in Web video, Fishman said. “Our order of operations is off. There is too much branded entertainment that is really about building a show that ends up as a commercial while you’re trying to count media impressions, and you end up with no IP value. It’s still a joke—there’s a gazillion shows out there and no ones watched them or heard of them.”