Break Media In Content Deal With Reveille

Break.com

Break Media Monday announced a deal with Reveille Digital to develop a slate of original Web pilots geared to the entertainment site's primarily young male audience. Reveille, the studio behind TV hits including "The Office" and Showtime's "The Tudors," has also created more than 20 online series, including "Who Knew?" on Yahoo and "It's Everybody's Business with Jack and Suzy Welch" on CNBC.

Break.com already features plenty of goofy video shorts (think skateboarding wipeouts and car accidents), but the Reveille deal marks the site's first foray into original, episodic programming. It also reflects a broader shift in online video in recent years from user-generated material to professionally produced content.

"We're thrilled to partner Reveille's strengths in developing successful online series with Break's strengths in reaching and engaging with massive audiences across platforms," said Greg Siegel, who heads entertainment development for Break Media. The companies disclosed few details Monday on the lineup of shows Reveille is expected to create for Break, except that they will fit the comedy-themed content that defines the company's network of sites.

In addition to the flagship Break.com, that includes related sites such as Made Man, Game Front, Holy Taco, Screen Junkies, and Cage Potato. As of June, Break Media had an audience of 27.5 million, making it the 42nd-largest Web property, according to comScore. Break.com itself drew 8.5 million unique visitors.

Founded by former NBC Entertainment Co-Chairman Ben Silverman, Reveille was sold to the British firm Shine Group in 2008 for $125 million. Silverman is now CEO of competing digital studio Electus.

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