Dutch TV and Digital Executives launch new venture focused on VR, AR and IP Development – DFFRNT MEDIA
Former 2waytraffic founder and Sat.1 executive Taco Ketelaar, ex-Chief Commercial Officer at Talpa Media Winston Gerschtanowitz, and creative serial entrepreneur Bas Verhart, have partnered together to launch a digital media outfit focusing on virtual reality (VR), augmented reality (AR) and IP Development.
The new company will develop formats, branded content, and virtual and augmented reality productions for multiple platforms. Main areas of specialisation will include entertainment, education, business solutions and healthy living. Another area of operation will be the development of long term digital strategies for brands.
Some of its first projects have already been successfully launched, including the online fitness platform fitchannel.com. The new company is also launching VR experiences for Talpa’s worldwide smash hit talent format ‘The Voice’, and for car brand Audi.
Ketelaar was the Executive Director of Interactive at Endemol International, went on to co-found ‘Who Wants to be a Millionaire’ buyer 2waytraffic and was CEO of BlazHoffski, overseeing its takeover by Warner Bros in 2011.
Gerschtanowitz is a well-known daily TV host on RTL Netherlands and was the chief commercial officer at John de Mol’s Talpa Media.
Verhart and Gerschtanowitz already worked together in 2002 as the founding team of Amsterdam-based Media Republic, which also included world renowned games studio Guerrilla Games. As pioneers in the digital space they launched the World’s first mobile soap series (2003), the World’s first mobile TV channel (2004) and the World’s first chatbot game (2005). Media Republic and Guerrilla Games were later sold to respectively Grey (WPP) and Sony Computer Entertainment Europe respectively. In 2010 Verhart cofounded THNK – The School Of Creative Leadership.
Among the TV industry talent already tapped by the company are Jelmar Hagen, former VP of licensing at Talpa Media. Fraser Small, Director of International Marketing at Endemol, before joining Ketelaar at 2waytraffic/SPT as Head of International Format Development. Chiem van Houweninge, from Blue Dolphin Media, a renowned producer and director for advertising campaigns for the likes of Coca Cola, McDonalds, Heineken and Unilever. The company has also appointed 2waytraffic’s former CFO Jeroen Tielens as its Chief Operating Officer.
Ketelaar announced “We’ve been in stealth mode for four months but we’re already working with some fantastic partners and getting enormous traction both in the Netherlands and globally. We see the Dutch landscape as a very good pilot market for our International expansion plans.
“We have a mixture of exceptional talent from digital, television and advertising. These areas of expertise have already blended seamlessly together to offer our first partners a truly different and exciting approach to reach their target audiences”, Verhart added.
“We are already working with some of the best brands across multiple TV, digital and consumer platforms. We shall have a lot of exciting news to follow,” said Gerschtanowitz.
Press Contact: Fraser Small