Nearly a decade after fronting the launch of cable TV network El Rey, filmmaker Robert Rodriguez (Rodriguez) is taking its operations into the streaming realm
, which operates a portfolio of targeted streaming offerings like the Bob Ross Channel, Fandor and the Dove Channel, El Rey will continue to have a 24-7 live presence. Distribution partners have not been announced, but targets will include smart-TV and connected-TV platforms and streaming outlets like Pluto and others offering bundles of free channels.
At the beginning of its new phase, the streaming outlet will be less widely available than when it was at its cable peak, when it reached 40 million U.S. households. Even so, backers say its rebooted future is brighter given the overall shift toward streaming. Many of El Rey’s advertising relationships and resources will carry over to the new setup, and Rodriguez is an established figure who will be an asset in terms of customer acquisition, execs say.
Financial terms of the deal were not disclosed. Erick Opeka, Cinedigm’s president and chief strategy officer, told Deadline in an interview that Cinedigm will shoulder the initial costs of getting the service online and then “share heavily in the revenue” from advertising and other sources. While ramping up a streaming service years ago generally cost upwards of $50 million, today those costs tend to be a fraction of that.
Under the deal, Cinedigm will work with El Rey to team with advertisers on custom content and will also distribute Rodriguez’s film,, which played fests like SXSW and the Directors’ Fortnight in Cannes. Another distribution title will be companion docuseries. Both projects relate to the filmmaker’s fabled origin story of making the indie breakoutCinedigm Chief Content Officer Yolanda Macias said the service won’t have significant overlap with newer streaming efforts aimed at Hispanic viewers.
As to Rodriguez’s role in El Rey’s streaming chapter, Opeka said, “This is still Robert’s show. … I would expect the same level of attention to detail.”
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