Technology

TBS partners with Electus, DumbDumb for digital comedy shorts

MUMBAI: In order to bolster ad revenue, US comedy network TBS has entered into an industry-exclusive agreement with DumbDumb, the advertising and digital production company launched by actors Jason Bateman and Will Arnett, in partnership with Ben Silverman?s multimedia studio Electus, an operating business of IAC.


The initial agreement calls for DumbDumb to produce up to six short-form comedy videos for TBS.com, each featuring a sponsor‘s brand integration and the DumbDumb stable of comedic stars.


In addition, participating sponsors will have the opportunity to showcase the videos across multiple screens and social platforms, including their Web sites, You Tube channels, Facebook pages, and Twitter feeds, among others.


To provide even further reach for the client?s brand message,
TBS will promote tune-in through popular and relevant comedic shows like Conan, Family Guy and The Big Bang Theory, as well as across the Turner Digital network of online and mobile destinations, including Teamcoco.com, AdultSwim.com and NBA.com.


Turner Entertainment and Young Adults Ad Sales president Donna Speciale said, "We are looking to innovate creatively together with our advertising partners and develop meaningful opportunities with multi-screen content that is smart, fresh and, in the case of TBS, extremely funny. Our exclusive partnership with DumbDumb offers select advertisers that sought-after environment through a strategic, portable distribution plan across television, digital and social media outlets."


Turner Entertainment Networks senior VP, business operations Laura Dames said, ?Jason Bateman and Will Arnett are two of the funniest and most creative guys in the industry. We are thrilled to pair their very funny, sponsor-driven videos with TBS?s reach and distribution to bring this content to our young, comedy-loving audience on tbs.com, as well as across TBS‘s social network footprint."


Electus chairman, founder Ben Silverman said, "Major brands and broadcasters recognise that the media landscape is evolving and that their success relies heavily on their ability to expand well beyond the traditional programming and advertising plays. TBS is an incredibly forward-thinking company on the forefront of this digital evolution, and we are thrilled to partner with them as DumbDumb?s content will allow audiences not only to laugh out loud, but to view brand messages in compelling, new ways."

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