DIS Walt Disney Co

By Joe Flint 

A former Disney executive is teaming up with an ex-Nickelodeon chief to try to create the kids' content platform of the future.

Chris Williams, who has held senior positions at Walt Disney Co. and its digital video network Maker Studios, is launching Pocketwatch, which aims to create, acquire and distribute content for kids ages 2 to 11. He has tapped Albie Hecht, a former head of Viacom Inc.'s Nickelodeon, as chief content officer.

Pocketwatch, which has raised $6 million in Series A funding, plans to launch later this spring with channels on Google's YouTube and other platforms that attract children such as Musical.ly.

The startup also intends to create its own online channels as well as on-demand channels for its programming that could be distributed via cable and satellite operators. Pocketwatch plans to explore having its branded content available on streaming services such as Netflix and Hulu as well. It also hopes to have 1,000 Pocketwatch videos across five owned-and-operated channels as well as social media platforms by the end of the year.

The funding was led by venture-capital firm Third Wave Digital, which specializes in backing early-stage digital media startups. Other investors include CBS Corp. Chairman and Chief Executive Leslie Moonves; Jon Landau, a movie producer known for his work on "Titanic" and "Avatar" with James Cameron; United Talent Agency; and Robert Downey Jr.'s Downey Ventures.

As more children consume content on tablets and smartphones as opposed to linear television, Pocketwatch is hoping to create programming that will make it as popular online as Disney Channel and Nickelodeon are in traditional television. According to a survey by the research firm Ipsos, American children spend 72% of their content watching time on a streaming source.

"The model that your kids are going to sit in front of a traditional cable network, that's over," said Allen DeBevoise, head of Third Wave, which also holds stakes in Jukin Media, Tastemade and Beautycon.

Mr. Williams, who will serve as Pocketwatch's chief executive, added, "I think there is an incredible window right now because the cable model is going through something of a transition." Prior to Pocketwatch, Mr. Williams was chief audience officer at Maker Studios, which works with YouTube video creators, and general manager of Disney Online Originals.

Pocketwatch will be competing for kids' screen time with the likes of YouTube, Netflix, Hulu and mobile games. Smarty Pants LLC, a market research outlet, said YouTube is the top brand for kids ages 6 to 12 followed by four food brands. Disney is ranked sixth, Netflix 11th and Nickelodeon is in the 23rd spot, giving an indication of where Pocketwatch is looking to compete.

"They are not the ubiquitous brands," said Mr. Hecht, who was in charge of Nickelodeon when the hits "SpongeBob SquarePants" and "Dora the Explorer" were developed.

Wearing a T-shirt featuring a character he has been working on called "Angry Bunny," Mr. Hecht said Pocketwatch will have to take a "radically new approach" to make its mark in the kids' space.

That means creating characters that can work in short and long-form content as well as in games. "We want the character to be compelling in any platform, in any media, in any length," Mr. Hecht said.

Also advising Pocketwatch as its chief strategy officer is Jon Moonves, brother of the CBS CEO who is backing the company and a prominent entertainment industry attorney in his own right. His new media clients include YouTube star Bethany Mota and Lele Pons, the comedic video creator who rose to fame on Vine. He also represents Apple on some of its content plays as well as the National Football League. Mr. Moonves will maintain his practice at Del Shaw Moonves Tanaka Finkelstein & Lezcano.

Write to Joe Flint at joe.flint@wsj.com

(END) Dow Jones Newswires

March 22, 2017 09:14 ET (13:14 GMT)

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