Sunset Lane Entertainment (SLE), founded by Executive Producer Salli Frattini, is a 21st Century broadcast and live event production company that strategically develops unique and relevant content for entertainment and sports properties, consumer brands, media corporations and music-related organizations.
Frattini is one of the preeminent experts in transforming traditional network broadcasts into new digital media platforms because she has always approached everything she produced as “viewer content” and not as “TV programming."
When Frattini first started at MTV as a production manager/producer, the entire industry was in transition thanks to cable programming and the remote control.
And today we're facing another seismic shift in television content and viewership lifestyles/habits. With the evolution of the 24/7 online news/information cycle, there is no need to actually turn on a TV because everything is just a mouse click away. MySpace, YouTube, Facebook...some of the platforms which are either products of this consumer demand or co-creators of it.
With her strategic creativity, insatiable curiosity, attention to detail within the bigger picture, and her golden touch with assembling motivated, empowered teams, it's easy to see why Frattini has been successful.
She has guided the evolution of everything from long-lasting, enduring annual iconic pop culture events including the MTV Video Music Awards and Movie Awards, and the launch of the first live broadcasting studio to ever have a Times Square address – the iconic MTV Studios at 1515 Broadway.
Frattini made history as the first female executive producer to oversee the production of an NFL Super Bowl Half-Time Show…and she’s now done that twice.
When she moved on from MTV and started SLE, she immediately added to her already long list of "firsts" by conceptualizing and exec producing the first ever totally online, live entertainment event for none other than YouTube. YouTube LIVE reached approximately 1 million concurrent views and more than 40 million On Demand views, while community members from 48 countries visited YouTube LIVE.
YouTube Live won three (3) Webby Awards including Best Event and People's Voice Best Event in the Web vertical, plus People's Voice in the Film and Video vertical. YouTube Live's house VJ, Mike Relm, received an Honorable Mention and performed at the Webby Awards June 8 in New York. One of YouTube Live's sponsors, Virgin America was also recognized with an Honorable Mention in Marketing Integration.
After the WEBBY winners were announced, SLE was tapped to produce the inaugural WEBBY Awards YouTube Channel, which launched immediately following the awards ceremony held on June 8, 2009.