ICE targets branded TV content for Latin America market

Gabriel Miramar-Garcia | 15-01-2013

TV veteran Elzbieta Pruszynska and Unimark/Longo today announced a strategic alliance to form a branded content company, Integrated Content + Entertainment (ICE), devoted to creating entertainment content throughout Latin America.

The content will include co-productions and advertainment in film, theatre, music, product/virtual placement and sponsorship, documercials and infomercials.

The company will have offices in Miami and Sao Paulo.

ICE said that it is well-positioned to dovetail with Latin American market dynamics. For instance, in Brazil, legislation is about to change requiring a minimum amount of locally produced content.

"Today, consumers are embracing a brand's message through unique and immersive entertainment and educational experiences in a number of media vehicles, including movies and new digital platforms," said co-founder Walter Longo. "ICE will create stimulating content on a revolutionary level for Latin America."

Pruszynska, president and co-founder of ICE, will oversee all co-branded partnership developments throughout Latin America. "We are content creators, and we want our world class content available to as many people, and on as many platforms as possible," she said. "The name 'ICE' conveys the full multiplatform scope of opportunities not only on linear television, but across online portals, print, film and other emerging platforms. Advertisers are looking to diversify their media investment and seek alternatives in non-traditional media vehicles. This is what we offer."

With over 18 years of industry experience, Pruszynska joins ICE from Synapsys International where she oversaw all global development and co-branded content initiatives throughout Latin America. Previous to that, she was part of the start-up management team that oversaw the launch and operations for Nickelodeon Latin America. Later, she joined E! Entertainment Television's management team to reconstruct the brand in Latin America, implementing the network's first on-air/off-air initiative that escalated revenue by 350% and increased the number of advertisers six-fold.