By Evan DeSimone
Otter Media, the joint media venture between The Chernin Group and AT&T, is close to unveiling its new subscription-based online video service that will serve as an umbrella for services its digital brands CrunchyRoll, Creative Bug and ScoompiTV. And that service now has a name: Ellation. The news was first reported by Variety.
Ellation ultimately aims to bring together between 30 and 50 niche digital channels appealing to highly specific and highly engaged audiences. The effort will reportedly be headed by former YouTube VP of content Tom Pickett, who left the video sharing giant to join Otter’s executive team in September of 2014, shortly after the company acquired YouTube multi-channel network Fullscreen.
Otter Exec Tom Pickett, formerly VP of content for YouTube, will head the new division
Otter Media is itself an umbrella which has spent the past year acquiring numerous online video companies with $500 million in cash from Chernin and AT&T. Ellation, which gained its own launch page in recent days, appears to be a secondary offshoot of those acquisition efforts which will house some, but currently not all, of Otter’s acquired digital video properties. Fullscreen, for example, will continue to operate as a semi-autonomous business unit.
Ellation will largely be modeled on CrunchyRoll, the anime streaming service that has proved itself one of Otter’s most lucrative properties, with over 600,000 paying subscribers. With the launch of the Ellation website, several Otter and CrunchyRoll execs, including Tom Pickett, have changed their LinkedIn profiles to reflect their affiliation with the new subsidiary.