Generate and Milo Ventimiglia's DiVide Pictures Form Digital Pact for Branded Entertainment

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Actor/Producer Will Develop and Co-Produce Content for Brands Looking to Engage Digital-Centric Male Audiences

Milo Ventimiglia

Ever since I met Milo at The WB as a young actor on Gilmore Girls, I was struck by his professional ambition and passion for creating entertainment that he and his peer group found engaging

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Generate, a forward-thinking media and entertainment company serving youth and family audiences, has partnered with DiVide Pictures, the multiplatform production company and comic book publisher co-founded by actor/producer Milo Ventimiglia (Heroes) and producer Russ Cundiff], to produce entertainment content for brands looking to reach DiVide's native young male audience across digital platforms.

Five year-old DiVide - which has produced original series and multiplatform brand campaigns for American Eagle, Cadillac and GQ - recently announced production on Ultradome, a scripted digital series born from Ventimiglia's lifelong affinity for comic book culture and science fiction, two communities he is considered an iconic member of thanks, in part, to his roles on Heroes and as a publisher of fanboy-favorite comics Berserker and REST.

For its part, Generate - itself a former producing partner to American Eagle - will co-produce all brand-sponsored digital programming concepts developed by DiVide, which has moved its operations to be housed within Generate's Santa Monica offices.

"Ever since I met Milo at The WB as a young actor on Gilmore Girls, I was struck by his professional ambition and passion for creating entertainment that he and his peer group found engaging," said Generate CEO, Jordan Levin. "Milo and Russ share Generate's vision of brands and content converging in the digital space which is an innovative opportunity for any company trying to activate DiVide's core fan base of 'media multitasking' young males."

"Many are aware of my professional history with Jordan, and I am excited to be working with him again and with the smart creative team he has assembled at Generate," said Ventimiglia. "Russ and I are very much looking forward to exploring the opportunities this partnership brings to DiVide."

Generate recently collaborated with Bradley & Montgomery to produce Microsoft's hit 'Browser for the Better' viral ad campaign for IE8 and will premiere its sponsored multi-generational Web drama, The Lake, for TheWB.com on August 10.

About Generate
Generate is a forward-thinking media and entertainment company that understands and responds to the evolving consumption habits and behaviors of youth and family audiences, and their increasing demand for content across multiple platforms.

Generate has built a team of professionals with diverse backgrounds, allowing them to better understand and service today's audiences and the constituencies that are trying to reach them. The company is comprised of Generate Studios, which develops and produces original content; Generate Management, which nurtures a direct relationship with top talent; Brand Engagement, which taps a myriad of resources to align brands with media properties, giving them a voice through all phases of execution and across all platforms; and Generate Insight, which gives brands the tools to have a one-on-one and real-time connection to tomorrow's consumers.

For the past two years, Generate was named to the AlwaysOn On Hollywood 100 as a top private company in digital entertainment and media, and by TV Week as a Top Web Video Creator. Headquartered in Los Angeles and New York, the company completed a collective $8 million Series A round co-led by Fuse Capital (formerly Velocity Interactive Group) and MK Capital in Q1 2008 and Q3 2009. For more information on Generate visit http://www.generatela.com and on Twitter: @generate

About DiVide Pictures
Divide Pictures was formed in 2004 by actor/director Milo Ventimiglia and producer Russ Cundiff. An independent production company, DiVide specializes in film and television development and the creation of original digital content for the Internet and wireless space, as well as comic book publishing. Follow DiVide Pictures on Twitter @dividepictures.

Media Contacts:
Wilson Cleveland
CJP Communications for Generate
212.279.3115 x207
Twitter: @wilsoncleveland

Gina Hoffman
B|W|R Public Relations for Milo Ventimiglia
310.248.6189 Direct | 310.550.7776 Main

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Wilson Cleveland
For Generate
212-279-3115 ext. 207
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