Percentery to help Netcaster expand into U.S.
British Telecommunications has tapped the William Morris Agency to handle its entertainment content acquisition strategy for newly formed Netcasting offering BT Openworld.Specifically, WMA will connect the BT Netcaster to entertainment content providers in the U.S., including traditional media companies and the growing crop of Internet programming production ventures. The tenpercentery also will assist in any negotiations. WMA will work with BT in structuring licensing and joint venture arrangements with select partners. “BT Openworld promises to become the most content-rich broadband portal in existence,” said John Raczka, senior veep of content for BT’s Internet and business division. “With this in mind, entertainment content is particularly playing a major role within our programming plans as we aggregate content from around the globe.” Paul Bricault and Lewis Henderson will serve as point agents for BT’s content dealings. William Morris reps About.com, Anheuser-Busch, eBay, Lucent, Nokia, the Mills Corp., Styleclick.com and Tommy Hilfiger USA, among others.