Silverman's Electus strikes deal with Yahoo
Also partners with Will Arnett/Jason Bateman companyNEW YORK -- Ben Silverman's recently formed content studio Electus has struck a strategic partnership with Yahoo!
Electus, which is part of Barry Diller's IAC, will develop and produce exclusive premium content for Yahoo! and its advertising partners, the two parties said Friday.
The studio on Friday also unveiled an exclusive partnership with Will Arnett and Jason Bateman for their new sponsor-driven advertising and production company DumbDumb.
Electus gets a first-look deal and international distribution rights for DumbDumb content. It will also make production and development expertise from IAC's CollegeHumor.com available to DumbDumb and use its comedy division to partner the duo's original digital content with advertisers to help them create original commercials and programming for distribution across multiple media platforms.
The Yahoo-Electus partnership was unveiled at CES.
"Content creators and producers are looking for more direct relationships with their audiences and advertising partners, and this partnership will allow advertisers to have fresh ideas matched with premium experiences that enable their messages to be delivered directly to their consumers," said Silverman, who serves as CEO of Electus.
"Yahoo! is bringing together the worlds of entertainment and advertising to build differentiated experiences that help redefine branded entertainment," said Joanne Bradford, senior vp of North America revenue and market development at the Internet firm.
"Yahoo!'s original content formula has generated some of the Web's most successful programming, and the addition of Electus' creative expertise will help drive the next wave of branded programming that delivers audience engagement and advertiser results."