Media Rights Capital has hired online-media veteran William H. Masterson III to wrangle brands for its Internet efforts.

Masterson has joined as executive vp digital content partnerships after stints with United Online and Time Warner-owned Advertising.com.

In keeping with MRC's mandate to partner with talent on film, TV and online fronts, Masterson's task will be to connect brands seeking unique integration opportunities directly with the creators and performers of slated projects.

For instance, Raven-Symone has been aligned with AT&T, an investor in MRC along with WPP and Goldman Sachs. Masterson cited a good fit between the teen-friendly star and AT&T's efforts in wireless devices that has become a fixture among that demographic.

"We want to bring a brand in that won't just partner with Raven but can actually enhance the quality and user experience to be more relevant to the experience," Masterson said.