Eisner to take on the Internet

Former Disney CEO Michael Eisner built his career trying to identify and shape hit movies and TV shows. Now he's at it again, this time on the Internet. His investment firm, The Tornante Co., will announce Monday the formation of a studio, Vuguru, that will acquire and develop slickly written, produced and acted Web video.

Vuguru also today will unveil its first show: a serialized mystery called Prom Queen that will roll out over 80 days beginning April 2 with daily installments lasting 90 seconds. It's co-produced with production company Big Fantastic, in a deal brokered by United Talent Agency.

"There's a new distribution platform that's going to be ubiquitous, and that's clearly broadband," Eisner says. While sites that feature user-generated video, such as YouTube, "won the short-term sprint" to reach audiences, he says, "Winning the marathon will be professionally produced, emotionally driven story content."

People will have several options to keep up with Prom Queen, billed as "a blend of love, gossip and betrayal" in the two months leading up to a high school prom.

Episodes will run on the studio's Vuguru.com and on a show site, promqueen.tv. Other content on that site will include forums and blogs. The series also will be on Ellegirl.com, which is a Prom Queen sponsor. In addition, it will be on YouTube and Veoh, a sharing site with DVD-like quality in which Eisner has a interest.

The company is working out arrangements to put it on wireless and handheld video devices.

Ads will run before and after each segment, which also will include product placements. Initial sponsors include Fiji Water, Pom Wonderful juices and Teleflora florists. But it remains tough to find friends for Web productions on Madison Avenue

http://www.usatoday.com/tech/webguide/2007-03-11-eisner-vuguru-promqueen_N.htm