MUMBAI: MSN has announced a new initiative called MSN Originals, as part of its expanding content investments to fuel continued growth of MSN.
MSN Originals is focused on partnering with the best and brightest creative minds in the media industry to bring the new generation of storytelling online.
As part of the MSN Originals initiative, MSN also announced an original content partnerships with Hollywood production studio and distribution company Reveille, that has produced hits including NBC's The Office and The Biggest Loser, FX's 30 Days, MTV's Date My Mom, and with Be Jane Inc., a multimedia content producer and web community for women's home improvement.
MSN Originals content will combine video, interactive community features and rich editorial to create unique experiences that will be deeply integrated throughout the MSN network.
"MSN is a leader in creating massive audiences online and in helping marketers effectively reach those audiences. By partnering with the media industry to add original, interactive, exclusive content to our portfolio, we will drive even deeper engagement with our audience and open up significant new opportunities for advertisers," said Microsoft Corp general manager of MSN.com John Nicol.
Innovative partnerships to co-produce made-for-broadband content
Under the terms of the Reveille agreement, MSN has struck an exclusive multiproject deal with Reveille to create and produce original online programming. MSN is creating a production fund to be used by Reveille to produce pilots and original branded entertainment programming designed specifically for the Internet. Reveille will use its skills honed in producing for televised media to craft great ideas; recruit the best writing, producing and performing talent; and deliver programming in entirely new ways online. The content will go beyond what is possible in traditional television today by incorporating video, enlisting audience participation, and offering both linear and nonlinear formats.
Shows that are successful initially online can potentially be extended to other formats, including television and mobile.
"The digital future has arrived, and in collaboration with MSN we will be creating new forms of content without boundaries. We believe in a multiplatform world where the best elements of an idea can be tailored to the attributes of the specific media, enabling the audience to have more enriched experiences and for advertisers to contextualise themselves in a more profound way," said Reveille CEO Ben Silverman.
MSN is also partnering with Be Jane to create an original online series of video and interactive editorial do-it-yourself home improvement content targeted at women. The series, featuring Heidi Baker and Eden Jarrin (aka The Janes), will empower viewers with do-it-yourself know-how, including projects, tips, tricks, trials, tribulations and real "Jane" stories from women across the country. More than just basic how-to, Be Jane brings fun, relatability and inspiration to empower people through topics such as "spicing up the bedroom" and "creating a backyard retreat." The content will be deeply integrated into MSN Lifestyle, MSN Spaces and MSN Video.
"Up until recently, there have been few resources for women to turn to for home improvement. We've learned that by providing relatable information, creative inspiration and a community of 'Janes,' we can empower them to take on tasks in their home they never thought possible. That's why Be Jane on MSN is a great pairing. By expanding our reach, we can instruct and connect with more viewers, giving women a home for home improvement," said Be Jane CEO Eden Jarrin.
Expanded opportunities for marketers, advertisers
By partnering with the media industry to produce original content, MSN is creating rich new opportunities for advertisers to integrate into and around the content itself. In addition to traditional display and streaming video advertising opportunities, advertisers can take advantage of in-content product integration, as well as be deeply involved in the early stages of content creation and production. Reveille was one of the first production companies to fully fund a reality TV series, NBC's The Restaurant, by integrating advertisers into the TV content.
"We're excited to team up with the media industry to drive new innovation in online advertising and branded content integration. Together we will push the boundaries of what interactive means for consumers and marketers by bringing together the best of Hollywood, Madison Avenue and Redmond," said Microsoft senior director of the MSN Branded Entertainment and Experiences Team Gayle Troberman.
