(4 April 2009 8:50 pm)

MUMBAI: HBO’s original digital studio, HBOLabs (also known as Runawaybox), has been acquired by Break Media, the online media company that focuses on creating web content for males.

According to the deal, HBOLab’s programs, resources and some employees will be at Break Media’s disposal.

HBOLabs wasn’t faring well at HBO even after continuous investments year after year as the parent company felt the web content will hamper HBO brand value.

HBO will help Break’s production team as it has experience in producing web video. HBOLabs' ongoing shows, namely ‘Elevator’ and ‘Man in the Box,’ will be now seen as Break shows.

With this acquisition, Break plans to offer original video content to its viewers.

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