RIOT Media Targets Tween Market

Posted on April 16, 2004

RIOT Media, a new company that will develop, produce and market multi-platform entertainment programming and media products for tween boys, has launched with RIOT, its flagship branded property. The company also announced the formation of RIOT Consulting, which will provide strategy and expertise to other organizations seeking to reach the tween market. The announcements were made by Jay Gissen, President and CEO, RIOT Media.

"With 15 million boys ages 8-13 spending $18 billion annually on their own and influencing an additional $145 billion in spending, many companies have devoted considerable time and resources marketing individual products to them," said Gissen. "Yet no one has been able to successfully create an integrated brand that delivers content for multiple platforms simultaneously. We will fill this market niche in a way that our target audience will embrace and make their own."

RIOT content will include a comic book, a monthly magazine and books; live action and animated television and home video programming; collectible game and trading cards; toys, electronic games, action figures and other licensed products; and an interactive website with an e-commerce element. The first products are expected to be available to consumers in the Spring, 2005.

All creative RIOT content stems from a central, core story that draws on the universal theme of the battle between good and evil, with powerful villains and underdog heroes. The RIOT story is set in a fictional, small American city that is threatened when an evil circus arrives. Determined to drive the locals insane and steal their mental powers, the members of the circus -- nasty clowns, disgusting freaks, scary daredevils and wild animal acts -- set up shop and begin implementing their diabolical plan. Faced with this threat, the town's boys rally and fight back -- aided by a very special chimp who escapes from the circus and helps the boys in their desperate fight. As the true hero of the story, Riot the Chimp is the proud mascot of the entire RIOT brand and will be featured prominently in all materials and products.

RIOT Consulting will provide strategic analysis, contribute content, develop branding and serve in an advisory capacity to companies targeting the tween market. RIOT Consulting has already been retained by TV Guide. RIOT Consulting is working with TV Guide to help the publication reach younger, wider audiences through advertising, advertorials, cable and satellite providers and special interest publications.

The RIOT Media team includes: RIOT Media's lead investment bank is AdMedia Partners, one of the top financial advisory firms in the industry. The AdMedia team is led by Mark Edmiston, a senior executive with extensive experience in magazine publishing, including Time Inc., Newsweek Inc. and TVSM Inc. RIOT Media is based in New York City.