Sunnyvale, California — Attempting to spread out its original content offerings, Yahoo has entered into a partnership with former NBC Entertainment Co-Chairman Ben Silverman’s Electus production house to develop and produce multiple originally branded content for the Web portal and its advertising associates in a deal that will likely be announced sometime later this week, according to a press release.
Silverman directed NBC’s programming from 2007 to 2009, and prior to that pioneered Reveille Productions, which is credited for developing the U.S. version of “The Office” and “Ugly Betty.” His tenure also coincided with a slip in the ratings for NBC, however, hastened by flops such as the “Knight Rider” remake and “Kath and Kim.”
Electus CEO Ben Silverman (Credit: Yahoo)
Silverman, without elaborating further as to what kind of programs he would develop for Yahoo, told the New York Times in an interview that he saw “opportunities for episodic storytelling,” which include “more direct relationships” with advertisers.
This agreement marks Yahoo’s first distribution pact with Electus, the digital studio established last year by Silverman in association with Barry Diller’s IAC/InterActiveCorp, is looking to fulfill the requirements from advertisers for more online video inventory, the paper cited Joanne Bradford, Yahoo’s senior vice president for North America revenue and market development, as saying.
Expect to experience a wide variety of programs appear from the partnership, said Bradford. “We really feel like Ben has proven that he can come up with great content, which also includes possible “Webisode” ideas, in addition to the recap shows it currently produces, such as “Prime Time in No Time.” added Bradford.
Yahoo has been exploring new avenues to expand the amount of original video content it produces, as it once again tries to build out its media division under CEO Carol Bartz. Last October, Yahoo struck a deal with WPP’s GroupM Entertainment to develop short-form Web series that tightly integrate brand messaging into programming.
Yahoo also has a flourishing lineup of sponsored programs including “This Week In Music,” supported by Target; “The 411 on omg,” sponsored by Starburst; and “Daytime in No Time,” the spinoff of Yahoo’s popular “Primetime in No Time,” offering a video recap of the prior evening’s TV shows. JCPenney and Verizon are the respective advertisers for the two shows.
“Yahoo is adding together the worlds of entertainment and advertising to build differentiated experiences that help redefine branded entertainment,” said Bradford, in a statement.
With proprietary entertainment a key component for Electus, the alliance is a natural fit with Yahoo as it seeks to produce more video programming shaped by marketers.
“This alliance would enable advertisers to have fresh ideas compatible with premium experiences that enable their messages to be delivered directly to their consumers,” said Silverman, in announcing the Yahoo deal.
At the same time, Yahoo wants to make sure it is bringing together advertiser-friendly programming, Bradford said. In an interview, she stated that some of Yahoo’s largest advertisers have already met with Silverman and are excited about working with Electus. She refused to comment on whether or not Yahoo has signed deals with any specific advertisers.
For its part, the web-portal is banking on original video programmings to drive audience engagement across key content areas like sports, music and entertainment. Jimmy Pitaro, vice president of Yahoo Media, last year said the company could produce as much as 20% of its own video in 2010, compared to just 10% in 2009.
Both Electus and Yahoo could not be immediately reached for comment. But she anticipates announcements about forthcoming projects to be made in the next few weeks and new shows to debut in the next three months.