Essence Studios debuts interactive, online programming with reality dating show

(August 20, 2007) Essence Communications, Inc. and Time Inc. Studios today announced the launch of Essence Studios.  The new division, focused on multimedia content development and distribution, is augmented by the recent hiring of two executives – Jen M.R. Doman and Lesley Pinckney; charged with creating and distributing original programming in conjunction with ESSENCE magazine Editor-in-Chief, Angela Burt-Murray.  Essence Studios’ first project will be 30 Dates in 30 Days, the industry’s first interactive, online reality dating show, set to debut in September on Essence.com.

Essence Studios is a collaboration between Time Inc.’s in-house production facility, Time Inc. Studios, and ESSENCE magazine to create original programming content for distribution via online, mobile, video-on-demand, and television.  Based on the brand’s recent successes with interactive, online offerings -- Will You Marry Me?, featuring surprise wedding proposals and Essence Do Right Men, profiling 60 eligible, community-minded bachelors –- Essence Studios is on course to drive deeper engagement and word-of-mouth among its audience.

Jen M.R. Doman, who previously served as Essence Special Projects Producer since 2006, has been promoted to Director of Multimedia Development.  In her new position, Jen will continue to execute special projects for the print division of the magazine, and she will also develop and supervise all video production for Essence Studios from creative concept through execution.  A veteran magazine executive having worked at Glamour, Sports Illustrated, People, and LIFE, Doman was also a television producer at CNN’s American Morning Show and NBC’s The Today Show. 

Lesley Pinckney recently joined the company as Director, Digital Development; responsible for the brand’s strategic partnerships and multi-platform development.

With a broad range of online and television expertise, Pinckney was most recently a Vice President at MTV Networks’ Tempo, and was previously Vice President, Talent Development & Casting at Spike TV.  Prior to her positions at MTV Networks, Pinckney was an Account Director and Project Manager at several top interactive agencies responsible for developing websites and online marketing strategies for Fortune 500 companies.

As the industry’s first interactive, online reality dating show, 30 Dates in 30 Days will pair five single women with 6 eligible bachelors each for a week’s worth of dates.  Documented on video, each webisode will feature one of the six consecutive dates with different bachelors, complete with post-date testimonials. Viewers will be asked to vote each day on which bachelor she should go out with, what she should wear, where the couple should go on their date, and whether she should go out with her selected bachelor again.  30 Dates in 30 Days culminates with a group-date event featuring the viewer-matched couples.

“Essence Studios is a timely and exciting venture, which will support the magazine’s planned brand expansion across various media platforms and help create customized, multi-platform solutions for our advertisers,” said Michelle Ebanks, President, Essence Communications Inc. “We are exceptionally well positioned for development within the online space, given the explosive growth of Essence.com, which has surpassed a new record of 10 million pageviews last month.”

“Essence is thrilled to present 30 Dates in 30 Days as a unique and exciting example of quality African-American programming, and we expect our audience of millions to continue to respond significantly on the web with an authentic and positive connection to our real stories,” added ESSENCE magazine Editor-in-Chief, Angela Burt-Murray. “Essence’s proven ability to engage our audience through interactive, cross platform franchises like Do Right Men and Will You Marry Me? is culminating with the creation a one-of-a-kind program like 30 Dates in 30 Days, in which we are kicking online dating up a notch!”

For more information about careers, partnerships, and programs please contact digital@essence.com


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