Program Partners, Knowlera team up

Will develop program offerings on barter and cash basis

Indie syndie distributor Program Partners is allying with Knowlera Media, a supplier of "how-to" video content, to develop program offerings for stations on a barter and cash basis.

The companies are focusing on turn-key solutions for stations that provide video content for news features, local shows and sales initiatives without expanding the affiliate's production overhead. The programming is aimed at building the broadcaster's share of local spot advertising budgets in key categories by expanding sponsorship opportunities.

The deal is a sign of just how much local stations need services and relationships that help them through the economic downturn. No financial details were available.

Knowlera will provide its desktop toolkit, which is known for its ease of use, depth of content and search ability. All content is optimized for immediate play on multiple platforms, from broadcast to online and mobile applications. The Knowlera programming has already been put through its paces for a year in a pilot program at NBC-owned WRC in Washington.

"We have always recognized that serving our stations in the 21st century would require looking beyond episodic series to find exciting new forms of syndicated programming," said Ritch Colbert of Program Partners. "We believe Knowlera can offer new capabilities that stations previously could only dream of."

Knowlera Media boasts a production network of more than 5,000 professional filmmakers and an expanding library of more than 10,000 short-form instructional videos in hundreds of categories.
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