Alex Fragen, Summit Entertainment’s former president of TV distribution who oversaw the company’s free and pay TV and VOD and PPV, has joined UTA as a strategist to help agents and clients maximize various delivery platforms. He also previously worked for 14 years at Paramount Pictures where he was responsible for all aspects of television distribution for the studio library in North America. Most recently he worked at multi-media consultancy firm Question Media Group helping such companies as EPIX, Colony Capital and AwesomenessTV to maximize their multi-platform efforts. So basically, Fragen was hired to help the agency negotiate deals and get the best terms for their clients throughout various platforms. The business model for content distribution (with the various windows) has changed so much over the years that all agencies should probably be doing this, if they aren’t already, for their clients. The move to bring in Fragen and his expertise is smart, considering that there is so much content — for instance at Sundance or other film festivals — that might not get picked up but will be able to find new life outside mainstream theatrical distribution.
This is an area UTA has been very involved with in the past. For instance, the agency helped established a distribution model for writer-producer Tom Fontana’s series Borgia on VOD and one of the first scripted series exclusivity deals for Netflix. They also assisted their client Brian Robbins create the digital network AwesomenessTV, a web-based multi-channel network (or MCN, which means it works with YouTube to facilitate the programming, cross-promotion, and monetization, in exchange for a percentage of the ad revenues from the channel). AwesomenessTV distributes content both theatrically and on cable television networks using social media platforms to brand-build.
Fragen, who reports to UTA CEO Jeremy Zimmer, had been working with Robbins through AwesomenessTV, and the relationship bloomed from there. He will now be working with UTA’s film, television, literary clients. “One of the things I’m charged to do is to maximize other distribution platforms for the agency clients’ own product and organize and help them understand release window opportunities,” he said.
For UTA, Fragen’s arrival “brings a real overview of what the opportunities are for any sort of filmed entertainment beyond the traditional distribution platforms. He also has really great relationships with the buyers at these places and knows how to maximize the deals,” Zimmer said. Well stated, Jeremy.