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Sponsors Bolster Web Series’ Chances

Jan 29, 2009  •  Post A Comment

Having a sponsor attached to a Web series doesn’t mean it automatically will receive a production green light, but it definitely helps build the case for a program, CBS Interactive executive Anthony Soohoo said during a panel at NATPE today.
Mr. Soohoo, along with Mark Grossan, producer with Laughcorp, spoke today at a discussion entitled “Developing a Network Web Series from Start to Finish,” moderated by TelevisionWeek’s Daisy Whitney.
Mr. Grossan produced “Novel Adventures,” a Web series about four women getting inspiration from books for their travels, for CBS Interactive. Car maker Saturn is a main sponsor.
Mr. Grossan said Saturn approached him to develop some kind of series that targeted 25 to 54-year-old women that would also integrate the Saturn brand into the program.
When asked if CBS would have considered the project without Saturn, Mr. Soohoo said his division would try and work with content creators to see if the pitch would work on the broadcast side or help them seal up advertisers.
The Web, Mr. Soohoo said, is able to cultivate a much more targeted and loyal fan base than traditional TV. That explains CBS’ plan to try and drum up anticipation of midseason replacement “Harper’s Island” by releasing a companion Web series before the show’s premiere, said Mr. Soohoo, who is senior vice president and general manager, Entertainment and Lifestyle at CBS Interactive.
(Editor: Baumann)
(Editor: Baumann)

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