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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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