Leading writers, actors and directors are joining with new media investors to produce television programmes and movies without the help of major networks and studios, it has been reported.

It comes as the Writers Guild of America's (WGA) long-running strike continues. It wants production companies and film studios to commit to paying them proceeds from online distribution revenues.

According to one report, seven groups of creative staff backed by technology firms, are challenging the Hollywood studio model by creating new companies. They want to produce everything themselves and distribute it, on their own terms, on the internet.

Aaron Mendelsohn, one screenwriter, explained a venture he was involved in: "It's a whole new model to bring content directly to the masses. We're gathering together a team of A-list TV and film writers, along with their A-list equivalent from Silicon Valley."

George Hickenlooper, a director and writer, has made and released films himself in support of the WGA, featuring stars including Woody Allen and Jay Leno.

He commented: "The strike videos confirmed that you can create content directly for the internet and find an audience. The internet is a place where they can't maintain control.

"They are trying to introduce an old-school control-orientated way of thinking into a system that rejects and repels that tradition of control."

Hickenlooper said he is now working with a group on a feature film to be released in segments online: "We're doing low-budget content that will be distributed on a daily basis through the internet. The idea is to use A-list talent. It's not George Clooney but it's names we know."