Ben Silverman delivering MIPTV keynote

9:14 AM PST 01/21/2010 by Mimi Turner, AP

Will introduce new venture Electus to international market

LONDON -- He may no longer rule the roost at the Peacock, but Ben Silverman will use the keynote at this year's MIPTV to introduce his new multiplatfrom venture Electus to the international market, it was announced Thursday.

Silverman will deliver his perspective on the future of television production at the Cannes-based market, which runs April 12-16, offering insight on monetizing content in the current marketing and advertising climate.

Launched in July with backing from Barry Diller's IAC, Electus aims to bring producers, creators, advertisers and distributors under one roof and produce content for distribution across a variety of platforms.

It has announced a range of deals, including a partnership with Yahoo under which it will develop and produce exclusive premium content for the search engine and its advertising partners.

"Advertisers, content creators and producers now recognize that their individual success relies heavily on their ability to work together to create content that is engaging and entertaining, while delivering a compelling message to consumers," Silverman said.

The exec producer of such shows as "The Biggest Loser" and "The Office" has long been a champion of the MIPTV and MIPCOM markets, launching such shows as "Ugly Betty" here in previous years.

"Ben Silverman is one of the most innovative and forward-thinking leaders in the entertainment industry, and is known for his unique ability to find creative links between content production, advertising and marketing," said Laurine Garaude, director of Reed MIDEM's Television Division.
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