Logan and Stein hatch Australia’s newest entertainment company with first pilot for SBS

Hatch Entertainment, part of the STW Group, has officially launched in Australia with its first pilot commission for SBS already underway.

Founded by entertainment and advertising industry stalwarts Greg Logan – also currently ECD at STW-owned Moon Communications Group and a former CD at Leo Burnett Sydney – and Miriam Stein, Hatch brings together Stein’s production background and Logan’s experience in the advertising industry to to build bridges between brands, production companies and broadcasters in the creation of entertainment programs. Hatch will mainly produce long-form TV formats in every genre, but also content, games and events.

“Everyone’s talking about branded content, but we believe there is definitely room for improvement, a better way to work together that leverages and lengthens the life of the entertainment format. Production companies and brands speak two different languages, Hatch will bridge the gap.” said Logan, executive producer.

Adds co-executive producer Stein: “Hatch provides creative solutions that make content far more marketable to brands and far more engaging for audiences. We’re taking TV into tomorrow, starting from consumer trends and insights in the creation formats that are first and foremost great entertainment. We only integrate brands when it’s a natural fit and the brand can increase the entertainment value and audience by extending the experience through the second screen.

“For someone with a background in film and TV, it’s clear that this is the future and I am excited to be at the forefront of industry development and change.”

Hatch enters the industry at a time when the media landscape is rapidly changing and will focus on taking its programs from the traditional format, onto the second screen and into digital, social media and retail.

Hatch’s aim is new entertainment that takes TV into tomorrow in several very distinct ways; primarily by capitalising on current, global consumer trends and social insights ensuring fresher ideas that have a greater chance of connecting with audiences.

The team say they are creating shows that will truly integrate brands, lower production costs and increase the entertainment value. The brand will further the stories and the stories further the brands.

Hatch will also focus on creating its own formats, including reality, factual and lifestyle shows, kids’ series, entertainment and music formats, dating and quiz shows, scripted and un-scripted formats

Logan and Stein travelled to the MIPTV conference in Cannes to launch the Sydney-based entertainment company and attained positive outcomes on over 10 projects, with interest from many international distributors, broadcasters and production companies.