Post 'Hart of Dixie,' Jaime King switches gears with new digital series for CW Seed
LOS ANGELES -- Jaime King wants viewers to get inside her brain.
In her new sketch series -- called Attention Deficit Theater -- the actress tells stories on how to navigate the "attention deficit disorder world."
"I really want to make this feel like a fireside chat with Jaime but with pure sketch comedy," she told Mashable in a phone interview. "We live in an ADD world ... and we all know what it’s like to live in this world now -- it makes your head spin. You have to figure out a way to navigate your way through life when everything is on all the time."
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The 10-episode web series, created by John R. Montgomery and produced by Kids at Play, launched last week with three episodes on CW Seed, a digital entertainment offshoot of The CW.
The idea came just after Hart of Dixie got cancelled last year.
A then-pregnant King was approached by the network with a new opportunity, though it didn't entail resurrecting her role as Bluebell's main Southern belle Lemon Breeland for a spin-off (sorry Dixie fans). However, it did allow King to produce and star in her own series. She co-produces alongside Jason Berger and Amy Laslett (from Kids at Play) and Sarah Michelle Gellar.
"It's important for me to be involved in a project," King said. "I can't just dip my toe in and be OK with that. I've got to be all the way in."
The episodes, which range from five to seven minutes each, provide a funny, more personal take on certain topics including fitness and fashion. King said the team behind the series would sit for four to six hours chatting about "everything that happens in my brain." They would then record King talking about these various topics, turn them into scripts and eventually film and edit them into webisodes.
It was also a great way to try out a new format.
"Digital is now," she said. "It's the future. What I realized if i I go away to make a movie or do a series, it always ends up in one place or ends up getting watched on a device that someone holds in their hands. Bottom line and what it comes down to is people just want great content."
King says working on a digital platform, backed by a network, has its creative advantages.
"The fun thing with digital space is you get to play around with time formats you don’t normally get to play around with which is really fun," she said. "It switches up how you tell a story. You get to do things you normally don’t do. CW Seed is a really incubator for new ideas."
One new episode of the show is posted weekly on Saturdays.
Reporter's note: This post has been updated to include the production company and names of other producers.
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Topics The CW
Saba was a Los Angeles-based reporter who covers all things digital entertainment, including YouTube, streaming services and digital influencers. Prior to that, she spent two years at the Los Angeles Times covering entertainment for the Calendar and Company Town sections. Saba grew up in Santa Monica and graduated from Boston University with a B.S. in journalism and B.A. in political science. When not reporting, she is usually binge watching shows online or looking for new coffee shops to frequent.
