An Inside Look at How Starlight Runner Develops Social TV Storytelling
The Teenage Mutant Ninja Turtles are back and are taking over multiple platforms as Nickelodeon grows the brand for a new generation of kids (and pizza lovers). To help the Turtles take over multiple screens, Nick tapped Starlight Runner Entertainment a social TV company that was tasked with taking all of the brands assets and painting them in the right way on different platforms. We interviewed CEO Jeff Gomez about their role in the Turtles growth.
Gomez describes how as the Ninja Turtles grow Nick will continue to build the brand and grow their storytelling using “social and second screen content, as well as multi-platform content of all kinds.” He adds that “all of that content will nurture and grow the story world of Ninja Turtles.” Here’s an inside look at the “mythology” his company puts into developing social TV.
Lost Remote: Why are you working with Nick on Turtles, how did it come about, what are the social and second screen highlights?
Jeff Gomez: Teenage Mutant Ninja Turtles is a classic, evergreen brand that had recently been acquired by Nickelodeon when Starlight Runner Entertainment was first contacted. There was an enormous amount of assets and content to sift through. The story of the Turtles had been told many times over, some times more successfully than others. There were hundreds of characters, contradictions in the different incarnations, some silly stuff that wouldn’t be accepted by a contemporary audience of kids. As a huge media company, how do you approach all of that, and make sense of it? How do you build a strong connection between the TMNT property and the Nickelodeon brand? How can you be sure that you are playing to the strengths of the Turtles story world on each of the traditional and digital media platforms you have access to? That’s where Starlight Runner comes in.
My team here at Starlight Runner have this remarkable skill set that allows us to see the forest for the trees. The showrunners at Nickelodeon were hard at working making the animated series as good as it can be. They didn’t have the time or wherewithal to deal with all of these issues. Starlight Runner has built a reputation for pinpointing the essence of a property and tuning into the vision of the creators behind it. We’re trusted by some of the biggest studios and producers in the world, so it stood to reason that Nickelodeon decided to come to us with the Turtles assignment. So they asked us to answer these questions, show them the “forest,” and familiarize stakeholders throughout the company with the canonical Turtles story world and how it can play in a transmedia world. Of course, we said yes. I loved the original comics and my team grew up on Turtles!
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