Protagonist to take UPN into interactive market

Online promos are first step for the netlet's expansion

UPN has pacted with Internet consulting firm Protagonist to develop strategies for entering the interactive TV market.

Protagonist will first help UPN create online promotions for its programming and eventually assist the netlet’s launch of original content for high-speed Internet distribution.

“Rather than just doing a repurposed promotion site like many of our competitors, we hired (Protagonist head) Matti Leshem to leverage our existing assets into a compelling online strategy,” UPN chief operating officer Adam Ware said.

Leshem, who last worked as editor in chief of Miami affil WAMI-TV, most recently crafted the interactive content for Cobalt Moon.

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