Virtual Artists is hoping for
a slam dunk

Getting wise to the realities of a new era of content distribution, a group of striking writers has launched its own online production and distribution company.

Called Virtual Artists, the company is raising upwards of $30 million and is headed by Aaron Mendelsohn, writer of Disney film Air Bud, and a group of "A-list" film and TV writers, according to NewTeeVee.

The company is targeting members of the Writers Guild and is also looking for as-yet-undiscovered storytellers.

On the tech side, Virtual Artists wants to build communities around its content and include viewers in the development process.