Veteran Exec. Prod. Frattini's Sunset Lane Entertainment Celebrates Anniversary of Continuing to Bridge Gap Between Trad Broadcast and Unique Digital Content

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Groundbreaking Exec Producer Salli Frattini Continues to Pave the Way by Successfully Executing National and International Events That Bridge the Gap between Traditional Broadcast Production and Unique Digital Content Development.

Sunset Lane Entertainment (SLE) and its Founder, Emmy-nominated Exec Producer, Salli Frattini celebrate 2nd anniversary of bridging gap between traditional network broadcast and online digital content technology. From launching the MTV Video Music Awards to becoming the first woman to ever Executive Produce an NFL Super Bowl Half Time Show, Frattini always has gravitated toward what youth culture and early adopters think is cool. Because of this, she found herself becoming the “translator” between traditional network production and online consumer technology. Two years ago S.L.E. opened for business and its inaugural production was the first live streamed entertainment event on YouTube, the world’s largest online video community: the multiple-Webby Award-winning “YouTube Live!”

Recently for YouTube, Frattini Exec Produced the incredibly successful kick-off of YouTube Play, a biennial of creative video presented in collaboration with HP, Intel and the Guggenheim Museum. YouTube Play was conceived to discover and showcase the most exceptional talent working in the ever-expanding realm of online video ( She Exec Produced, along with Beverly Bond and Constance Orlando, the debut of BET’s “Black Girls Rock!,” a 2-hour special that will be airing this weekend on November 7 and honoring Black women whose lives have enriched our culture. She also is a Consulting Producer on Theatre Within’s 30th Annual John Lennon Tribute that benefits the Playing for Change Foundation, taking place next week on November 12 in New York. S.L.E. opened offices recently in New York City.

“It’s exciting to be able to create and grow a specialized production company,” said Frattini. “We are able to bridge an important and evolving gap between traditional broadcast production and digital content technology for our clients. We start by creating first time, original event concepts that bring with them a world of creative challenges; solving those challenges is about what I am passionate. When the end-product is original with high production value, relevant and entertaining to the target audience, and accessible on multiple platforms, we know we’ve done our job, and that makes me very proud.”

YouTube Live 2008: Frattini/SLE executive produced the first ever totally online, live entertainment event for YouTube at the end of 2008. YouTube Live reached approximately 1 million concurrent views and more than 40 million On Demand views, while community members from 48 countries visited YouTube Live. That history-making event recently earned the highest honors in the creative and technical communities, as well as with consumers, by winning three coveted Webby Awards. YouTube Live won three (3) Webby Awards including Best Event and People’s Voice Best Event in the Web vertical, plus People’s Voice in the Film and Video vertical. One of YouTube Live’s sponsors Virgin America was recognized with an Honorable Mention in Marketing Integration.

The Webby Awards: S.L.E. was tapped to produce the inaugural WEBBY Awards YouTube Channel, which launched immediately following the 13th Annual awards ceremony on June 8, 2009. SLE was asked again to produce the Webby Awards/ YouTube Channel for the 14th Annual ceremony this year.

B.E.T.’S SOS HELP FOR HAITI TELETHON: On February 6, 2010, stars took over Miami for SOS Help For Haiti telethon. Former president Bill Clinton flew all the way from Haiti at the last minute to give some words of encouragement as well.

Sunset Lane Entertainment (S.L.E.) is a broadcast and live event production company that strategically develops entertaining, unique and relevant content for sports/entertainment properties, media corporations, and philanthropic initiatives. Launched by EMMY®-Nominated Executive Producer Salli Frattini in 2008, S.L.E. recently established its headquarters in New York City.

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Ron Roecker
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