The Weinstein Company is creating a new label to bring content to digital and traditional platforms simultaneously, hiring former Magnolia execs Tom Quinn and Jason Janego to head the initiative.

As co-presidents, Quinn and Janego will oversee acquisitions, productions and distribution of label content, and will “develop content and distribution strategies that move beyond the on-demand model,” according to a statement from the company.

The pair will attend this year’s Toronto Film Fest with an eye toward titles for the fledging label. Company expects to debut its first title under the new label in the first half of 2012.

“For me, the independent theatrical space is 500 prints and under,” Quinn told Variety. “I’d love to be able to take that kind of a size release and/or smaller and also make it available to 80 million-plus homes while the film’s being written about, while the film is being reviewed, while it’s being publicized.”

The label, which will be based in New York, will focus initially on VOD with an eye towards all infant and emerging platforms.

“The rule of thumb for me is being agnostic … it’s not one singular VOD model or theatrical model,” he said. “It really is a tailor-made distribution strategy for each and every film.”

While the new banner will look at many distribution platforms, Quinn said the company will focus on transactional business models.

“I think paying one sum for the film that you want to see and having a certain amount of time to see it, I think that’s the model.”

New exec added that the banner is already eyeing several titles but declined to give specific names.

At Magnolia, Quinn and Janego served as senior VP and head of legal and business affairs, respectively. Magnolia implemented day-and-date releasing in 2005, beginning with Steven Soderbergh’s “Bubble” and Alex Gibney’s “Enron: The Smartest Guys in the Room” simultaneously in select theaters and on DVD.