Reese Witherspoon links up with AT&T for exclusive content partnership

AT&T

AT&T and actress Reese Witherspoon announced today a plan to create a new entertainment destination featuring high quality and exclusive content, especially for fans of female-driven stories.

Hello Sunshine is Witherspoon and Otter Media's cross-platform brand and consumer-facing content company. It will launch an ad-supported video on demand (VOD) channel in 2017 that will only be available for customers of DirecTV and DirecTV Now. The new multimedia brand will also develop a series featuring Witherspoon that will debut exclusively on the VOD channel.

"As we continue the journey of creating engaging entertainment for and about women at Hello Sunshine, it's exciting to have a partner in AT&T who shares that commitment with us. We can't wait to bring the Hello Sunshine channel to life with DirecTV and DirecTV Now customers in 2017," said Witherspoon.

"We are committed to giving strong, creative voices a platform to reach millions of viewers through unique distribution channels. Reese is a champion of women in entertainment. We look forward to bringing her distinctive brand of content to our customers," said John Stankey, CEO, AT&T Entertainment Group.

The Hello Sunshine VOD content offering will focus on positivity, humor and inspiration for women. Witherspoon and the Hello Sunshine team will also curate a selection of acquired programming, including movies, TV series, short-form and made-for-digital content.

Hello Sunshine will continue to operate under Otter Media's growing portfolio. Otter brings expertise in content, distribution and monetization, as well as a strong track record in investing, building and scaling content brands and OTT video services.

AT&T and The Chernin Group formed Otter Media in April 2014 with more than $500m in funding to acquire, invest in and launch global OTT video services.

In related news, the TV and digital ad management infrastructure for media companies and publishers worldwide is on the rise with SintecMedia acquiring Operative Media this week.

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