Reveille gets Diggy with it for Web


NEW YORK -- Reveille is partnering with digital media studio Diggywood to produce ad-sponsored interactive Web content, the companies said Wednesday.

The content will feature Diggywood technology which presents clickable sponsored links in online videos. The technology, dubbed DiggyActive, showcases items and products that, when clicked on, take the user to the sponsor's Web site.

With the partnership with Reveille, the production company behind NBC's "The Office," ABC's "Ugly Betty" and other network shows, the two companies will focus on creating original content. This deal spans the digital and broadcast worlds and the two could also partner to develop Web properties for Hollywood talent.

Reveille was founded by Ben Silverman, currently the co-chairman of NBC Entertainment and Universal Studios.