Former Electric Sky commercial director Karen Young has struck out on her own and launched a new distribution business, Orange Smarty, TBI has learned.
The new business will also be based in Brighton and will be selling factual and fact-ent content across the lifestyle, crime, natural history, current affairs and culture programming categories.
Young told TBI that she wants to use her commercial experience to create a new kind of distributor that works especially closely with producers and also offers them into shorter term contracts than are standard in the industry, affording the content owners a greater degree of flexibility with their rights.
“It’s a natural progression from what I was doing to launch my own business,” she told TBI. “Our core values are ‘smart’ and ‘different from the rest’ and we are positioning ourselves differently to other distributors – we won’t be tying people into long-term deals but will have agreements for a year or two years and are rolling after that.”
The new firm will also work closely with production partners to promote their brand instead of that of the distributor if that is a priority for the content owner, Young said.