Relativity CEO Ryan Kavanaugh — calling traditional TV advertising a dead-end — is expanding the studio’s digital push with a new unit focused on developing original content for digital platforms on behalf of big brands.

Kavanaugh has recruited Roger Mincheff (pictured, above), former president of Myspace Entertainment and head of branded entertainment at Fox Filmed Entertainment, to run Relativity Digital Studios.

Relativity Digital Studios will create original digital content for major brands. As part of its launch, RDS is working with Relativity partner Major League Gaming in an exclusive arrangement on the company’s first slate of non-gaming programming, and the division also is commencing production on workplace comedy series “Interns,” with an unidentified brand partner.

“Relativity Digital Studios will work across all of our company’s platforms to deliver consumers compelling content whenever and however they want it,” Kavanaugh said in announcing the initiative. “Old television advertising is a dying model. Relativity is not a traditional studio, but a content engine that has the capability to deliver consumers engaging programming and give brands a powerful way to reach consumers.”

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At Variety’s Entertainment Summit at the 2014 International CES, Kavanaugh advocated for the entertainment biz to shift more quickly to tech developments and changing consumer behavior.

In addition to developing original productions, Mincheff and the rest of the RDS team will work with Relativity’s film, television, sports and fashion divisions to identify digital opportunities for their projects and clients. Mincheff reports to Relativity Digital president Randall Cox, who oversees production of web originals and digital marketing for the studio.

“Ryan has built a company with such an entrepreneurial spirit,” said Mincheff, who is based out of Relativity’s Beverly Hills headquarters. We’re the group that will make content for digital, to really understand the medium.” 

RDS also will look to create non-branded original series, pegged for distribution on Internet-video services like Netflix and Hulu, and also will produce content to support theatrical releases. “We have a very TV-like content model — make compelling content and find the best home for it,” Mincheff said.

Mincheff previously was head of Myspace Entertainment, which was the internal production and entertainment division for original programming and content for the website, which was once a huge social media platform but is now a shadow of its former self. Prior to joining Myspace in 2012, he was at Fox Filmed Entertainment where he led production of branded digital content across the company’s film and television production entities, and was CEO of digital marketing agency Spacedog Media.

Relativity’s other divisions include Relativity Television, which has more than 20 series currently in production; Relativity Sports, which currently represents more than 300 professional athletes; and M3/Relativity, which represents clients across fashion, beauty, style and creative design.