Announced at the Banff World Media Festival, Carmen Lago, former director of brand partnerships at Bell Media, has launched Branded Content Television (BCT Inc.) with Capital C president and CEO Tony Chapman.

Lago will head up the branded venture, with Chapman on board as a BCT advisor and investor.

BCT will create original multiplatform content that incorporates client brands into the storyline.

“BCT will take an active role in the creative process as storytellers and branded content negotiators, partnering with networks and like-minded production companies to bring these ideas and concepts to life,” the company said in a release Monday morning.

The company will also work with brands to package content and negotiate media deals to increase ROI through non-traditional media buys.

BCT’s first co-development deal is for Totally Disorganized Woman with Out There Productions, starring Melissa DiMarco, with more co-development productions to be announced over the next two weeks.

The company will be headquartered at Frantic Films office in downtown Toronto.