Universal Pictures & Beyond alum joins Australia’s Totem Global

Jason Behan

Former Universal Pictures Australia acquisitions exec Jason Behan has joined social video monetisation outfit, Totem Global.

Behan becomes director of strategic partnerships at the firm, with a remit to drive business with the film and TV industry and encourage firms to use Totem’s services to generate new revenue for their catalogues using social platforms.

Prior to joining Totem Global, Behan was VP of acquisitions at Universal Pictures Australia, leading the acquisition of content across all genres for distribution, and before that led local acquisitions for Beyond Rights for its international and home entertainment divisions.

Steve Crombie, CEO of Totem Global, said: “Combining Totem’s experience in video monetisation on social platforms with Jason’s experience in traditional media is exciting. Our model is complementary to the traditional media business and helps extend the lifecycle of entertainment brands around the world.

“We can drive extraordinary value from mostly untapped back catalogues and give once forgotten IP a new life. Jason will help demystify the opportunity and ensure content owners see greater success in the monetisation of their videos on ad-supported online video platforms.”

Behan added: “The global AVOD market is predicted to hit $259bn by 2025, and social platforms are expected to be $155bn of that market. Totem is the first of a new type of distributor representing a global opportunity for content owners to speak directly with the audience on those platforms.”