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Break Media Acquires HBOLabs Digital Studio

Apr 3, 2009  •  Post A Comment

Break Media acquired HBO’s original digital studio, HBOLabs, for an undisclosed amount as part of Break’s expansion into branded content.
The deal brings HBOLabs’ shows, assets and some of its employees to the online media company.
“We are doing well on branded content sales and we believe we will continue to do well,” Keith Richman, CEO of Break Media, said in an interview. Most recently, Break has developed and launched original Web shows in partnership with advertisers Castrol Oil and Cheetos.
HBOLabs is best known for Web shows like last year’s “Hooking Up” as well as ongoing shows “Man in the Box” and “Elevator,” both of which will continue as Break shows.
HBO had trouble growing the studio because of concerns that Web programming would devalue the HBO brand, NewTeeVee reported when it broke the story earlier today.
However, HBOLabs fits neatly into the expanded mission of Break, Mr. Richman said. “We are more confident that the original comedy we create we can sell and integrate ads into, so we wanted to expand our internal production capabilities.”

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