PANASCI Winner Bridges Gap Between Production Companies and Audiences

Melanie Witkower ’14 earned the top prize and a $20,000 award in the Panasci Business Plan competition for her business, Screen-Bridge. Screen-Bridge is a social television production company that works with TV networks to engage viewers online through campaign conceptualization, production and analytics.

The concept was Witkower’s solution to a gap she saw in the entertainment industry. “Traditional networks are designed to create a show for one distribution platform. Today, it is critical for networks to leverage the social media space.”

Screen-Bridge brings together TV show producers, cinematographers and editors to blend high quality production with a data-backed social media strategy to ensure content reaches and resonates with the target audience. The company produces photos and videos designed for social media distribution while working on set with a show’s cast and crew.

When a show airs, Screen-Bridge finds trends in online discussion and develops insights. For example, if one character is receiving no buzz but a side character is, Screen-Bridge can suggest the production company allocate screen time differently for future episodes.

Witkower counts the Capstone course as instrumental in the foundation of Screen-Bridge. “It taught me how to approach a business idea with a strategic vision,” she added. “And my time in the Couri Hatchery was also invaluable. Bouncing ideas off of other students and having other business plans to reference allowed me to understand different vantage points for my own company.”