Trevor Ashley pilot for SBS

Sydney cabaret performer and drag artiste Trevor Ashley has a new pilot being made for SBS.

Ashley, who played Edna Turnblad in the Hairspray stage musical, has a pilot of The Very Trevor Ashley Show being produced by newly-formed production company Hatch Entertainment.

Sydney-based Hatch is part of marketing and communications group STW Group, and founded by former advertising industry executives Greg Logan and Miriam Stein.

Its website has an ambitious list of potential projects in Reality, Lifestyle, Kids, Comedy, Drama, Sport, Current Affairs, Game Shows and Entertainment. Amongst the titles are So You Think You Want Children, Gay Dads, X-Rated, Things to do before you die, If I Were PM, Battle of the Forces, Jesus Returns, TV Bingo, Fashion Court, and When I Grow Up.

The company has big plans to enter the branded-content market.

“Everyone’s talking about branded content, but we believe there is definitely room for improvement, a better way to work together that leverages and lengthens the life of the entertainment format. Production companies and brands speak two different languages, Hatch will bridge the gap,” said Logan.

Logan and Stein recently travelled to the MIPTV conference in Cannes to spruik upcoming projects and report interest from international distributors, broadcasters and production companies.

Notably, the SBS commission will not feature any branded content.

“We only integrate brands when it’s a natural fit and the brand can increase the entertainment value and audience by extending the experience through the second screen,” said Stein.