Google, MRC deal makes Sense


Google Inc. and Media Rights Capital on Thursday unveiled a deal that will see Google distribute exclusive original digital content from Seth MacFarlane and Raven-Symone across Web sites in its AdSense content network.

While the companies didn't disclose financial details, they said that the agreement covers "multimillion-dollar" content financed by MRC.

Under the deal, "Family Guy" and "American Dad!" creator MacFarlane will offer all-new animated characters, while the star of "That's So Raven" will produce a "How To" series.

The programming will be bundled with banner ads and in-stream video advertising.

"This combination allows for the creation of original content that was historically too expensive to produce for Internet distribution and connects advertisers with high-quality content," said Kim Malone, director of online sales and operations at Google AdSense.

Added MacFarlane: "I have always felt the Internet is a great home for what I do. MRC provided the resources and expertise and led me to a perfect partnership with Google, whose ability to reach my audience is in its own league."

MRC financed "Babel" and is funding Sacha Baron Cohen's upcoming "Bruno" film as well as Cameron Diaz's "The Box."

"We feel this partnership answers the question of how best to reach viewers online because the Web is fragmented into millions and millions of viewing destinations," MRC co-CEO Asif Satchu said. "AdSense connects all of those fragments and offers us access to them in one simple and powerful distribution solution."

He added that MRC already is applying this new distribution model to the rest of its digital pipeline.

MRC approached MacFarlane and Raven-Symone almost a year ago and offered them full creative control and a partnership stake in the venture. It said it was drawn to their young-skewing audiences. MacFarlane's TV programs particularly deliver the much-coveted 18-35 male demographic, while Raven-Symone speaks to the teen and tween audience.