Toronto- and Sudbury-based production company Timshel Pictures has hired former CBC exec Tal Riff to its newly created post of VP of branded content.

Previously CBC’s senior specialist of brand development, Riff’s new responsibilities will include devising a branded content strategy for Timshel’s upcoming 8 x 44-minute dramedy, Group Home.

Principal photography on the pilot was completed in June and Kelly said a further announcement regarding the brand integrations will be made late this summer. The pilot has not yet been greenlit to series and the producers are waiting  to complete editing before shopping the project. 

Timshel Pictures president Justin Kelly said Riff was selected for the role because of her dual experience in the film and television and advertising industries. As traditional financing models continue to change, it made sense for the production company to look into other funding avenues such as branded content and brand integrations, Kelly said.

“We want to stay ahead of the curve – we don’t want to be playing catch up, we want to be leading,” Kelly said.

From Playback Daily