TBS Partners with Electus and Jason Bateman and Will Arnett's DumbDumb on Sponsored Digital Comedy Shorts
As TBS continues to dominate the basic cable ratings race for young adults, the network is now preparing to take advertisers into bold new territory. The top-rated comedy network has just entered into an industry-exclusive agreement with DumbDumb, the advertising and digital production company launched by comic actors Jason Bateman and Will Arnett, in partnership with Ben Silverman's multimedia studio Electus, an operating business of IAC [NASDAQ: IACI].
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.
"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," said Donna Speciale, president of Turner Entertainment and Young Adults Ad Sales. "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."
"Will and I feel very lucky to be in business with such a supportive group," said Jason Bateman. "We're equally excited about the proximity to multiple post season ticket opportunities."
"Jason Bateman and Will Arnett are two of the funniest and most creative guys in the industry," said Laura Dames, Senior Vice President, Business Operations, Turner Entertainment Networks. "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."
"Major brands and broadcasters recognize 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," said Ben Silverman, Chairman and Founder of Electus."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."
In just two short years, DumbDumb has made a name for itself creating memorable comedy videos for such companies as Orbit, Old Navy and Denny's, the latter serving as the setting for the star-packed online talk show Always Open. Bateman and Arnett's comedic reputation, which is in part fueled by their brilliant performances on the acclaimed comedy series Arrested Development, helps DumbDumb attract an impressive array of on-screen talent, including Sarah Silverman, Amy Poehler, Will Forte and Kristen Bell, to name a few.
Click here for a video introduction to DumbDumb: http://bit.ly/GHCOvy
DumbDumb is a digital content and production studio led by Jason Bateman and Will Arnett. By using their well-known comedic tone and sensibility, DumbDumb creates and produces brand-inspired entertainment content that reaches audiences across all forms of social, digital and traditional media. Their goal is to enhance traditional marketing and advertising activities, and ultimately revolutionize the way advertisers connect with their audiences. With the backing and distribution expertise of Ben Silverman's multimedia entertainment studio, Electus, and IAC, DumbDumb is a valuable strategic and creative resource for brands looking to harness the power of entertainment and humor. For more information about DumbDumb, visit www.DumbDumb.com.
Electus is the first integrated multimedia entertainment studio to unite producers, creators, advertisers and distributors under one roof and produce all forms of content for distribution across a variety of platforms around the world. Headed by Ben Silverman in partnership with IAC [NASDAQ: IACI], the company connects advertisers, distributors and content creators early on in the development process, enabling marketers and advertisers to be a true partner in campaigns and content creation. Electus International, the global distribution arm of Electus, is responsible for all international sales and distribution for Electus' programming and its studio partners as well as programs and formats from other well-known 3rd party providers. For more information on Electus, visit www.electus.com.
TBS is basic cable's #1 network among young adults in primetime. Available in 100 million households, TBS features the Emmy(R)-nominated late-night series CONAN, starring Conan O'Brien, and original primetime comedy series like Men at Work, Sullivan & Son, Cougar Town, Wedding Band, Tyler Perry's For Better or Worse, King of the Nerds (w.t.), Deon Cole's Black Box and Who Gets the Last Laugh? (w.t.). TBS also features an outstanding slate of contemporary comedies, such as The Big Bang Theory and Family Guy, as well as blockbuster movies and championship sports. In addition, TBS produces special live comedy events, like the star-studded comedy festival held each year in Chicago.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news; entertainment; animation and young adult; and sports media environments on television and other platforms for consumers around the world.