A+E Networks said it would launch a new in-house agency to develop content for advertisers and open a Brooklyn-based studio as part of the effort.

Called 45th & Dean, reflecting the studio’s Dean Street address, the agency is meant to support “brands, shows, advertising and distribution partners,” according to a statement from the company, which is owned jointly by Walt Disney and Hearst Corp.

45th & Dean will have dedicated staff based at the company’s L.A. and Manhattan offices.

Paul Greenberg, who is executive vice president and general manager of FYI Network, will add responsibility for the agency to his portfolio. He will report to Sean Cohan, president of international and digital media, A+E Networks.

Prior to his roles at A+E, Greenberg was CEO of Nylon, a hub for  fashion, music and pop culture content, as well as CEO of CollegeHumor.

Shannon King joins as senior VP of content partnerships and social media. She previously was chief operating officer of Levo and general manager of Time Inc.’s Real Simple digital portfolio. Todd Pellegrino joins as senior vice president of video content, after previously serving as a partner at New Wave Entertainment’s New York division. Pellegrino will oversee all short form video content output at 45th & Dean.

The announcement comes as the TV industry girds for the start of the annual “upfront” market, when U.S. TV networks try to sell the bulk of their advertising inventory for the coming programming cycle.