Expanding a hunt for commerce in the burgeoning art of Web video, Hollywood's United Talent Agency and the Internet-based advertising agency Spot Runner have started a ministudio for digital entertainment from established actors, directors and others, the agencies said on Tuesday, the New York Times reports.


The new company, 60Frames Entertainment, is the latest effort by those versed in old media to tap the power of short videos that have attracted millions to portals like MySpace, YouTube and elsewhere.


As one of Hollywood's largest talent agencies, United Talent represents stars and filmmakers as prominent as Vince Vaughn, Johnny Depp and Ben Stiller. Spot Runner, which is partly owned by the WPP Group advertising conglomerate, has helped smaller advertisers make and place television ads with a Web-based system. It expects initially to sell ads for 60Frames through a sales force rather than through its site, a spokesman said.

Read the full New York Times story .(registration required)

For reprint and licensing requests for this article, CLICK HERE.