An Original branding plan

New company integrates, creates

Original Prods. CEO Thom Beers has created a company dedicated to integrating brands into his shows and then leveraging those deals to create content for the advertisers' business-to-business and corporate needs.

The company, called uberSight, will be owned by Beers and be an affiliate of Original, which produces History Channel's "Ice Road Truckers" and Discovery Channel's "Deadliest Catch." Other credits include "Monster Garage," "Monster House," "Biker Build-Off" and "Black Gold," which is scheduled to bow early next year on TruTV.

Beers has hired Tom Arcuragi to run the company as senior vp strategic media and content.

"UberSight will provide a reach mechanism for a corporation's core business sales and marketing plan utilizing Original Prods.' extensive library of uniquely produced programming," Beers said. "Tom Arcuragi will be working closely with client marketing teams to create promotional tie-ins, tie-backs and inventive sponsored programs."

Arcuragi, who has served as executive producer of the Poker Channel's "Beyond the Felt" and technical producer and show director for the Coca-Cola Centennial Celebration, said uberSight also plans to work with other production companies' shows down the line.

"We'll utilize base product integrations with our Original Prods. lineup of television shows by developing marketing initiatives with our sponsor partners," Arcuragi said. "Right now, we have contacts with 11 different companies that are integrating into our shows."

Arcuragi was a founding partner of Atlanta's Crawford Communications and president and CEO of Lynxus Inc. He has been a producer-director of TV commercials, industry films, music videos and interactive and live stage events.