A+E Introduces Its New Creative Studio, StoryGround
A+E Global Media has officially unveiled StoryGround, a new brand studio aimed at enhancing relationships with advertisers, sponsors, and creators.
The initiative was introduced on Wednesday during the company’s upfront presentation to advertisers, which, consistent with the previous two years, was conducted virtually.
StoryGround will leverage the production capabilities of A+E’s key cable networks—A&E, Lifetime, and History—to create branded content across linear, digital, and social media platforms.
Additionally, A+E announced its intention to collaborate more closely with creators by appointing Tiff Baira as a “digital ambassador” for Lifetime. The company indicated that further influencer and creator partnerships are anticipated in the near future.
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The initiative reflects a broader trend among traditional media companies to build stronger connections with creators, particularly in light of the growing influence of platforms like YouTube and TikTok, which operate differently from established television and film.
Toby Byrne, president of A+E Media Solutions, stated that StoryGround and the company’s creator initiatives are aimed at utilizing A+E’s capacity to “seamlessly connect with audiences wherever they consume content.” He pointed out that more than half of all A+E programming viewership occurs on non-linear TV platforms.
As a privately held joint venture between Hearst Corp. and Disney, A+E does not disclose its financials. However, it has adopted a strategy distinct from its larger competitors, who invest significantly in high-profile events like the NFL and thus charge premium rates to advertisers.
Byrne highlighted the financial implications of this approach by referencing the Olympics: “The Olympics are an incredible event and the sponsorships are very, very impactful. They’re also very expensive. We’re able to work closely with clients at a cost of entry that’s a lot more manageable, but still deliver a lot of impact.”
In contrast to many other media organizations, A+E does not have a subscription streaming platform. Instead, it is focusing on FAST (free ad-supported streaming television) platforms to mitigate declines in viewership affecting various programmers. Last summer, the company disclosed that it is exploring a potential sale among other strategic options, assisted by investment bankers at Wells Fargo.
