• by Gavin O'Malley  @mp_gavin, January 5, 2012

Delving deeper into original content, Alloy Digital this week announced the acquisition of Generate -- a full-service studio and talent management company. Financial terms of the deal were not disclosed.

According to Alloy, Inc. CEO Matt Diamond, the deal equals: “cost-effective development and production, talent management, distribution, ad sales, social media and promotion all under one roof.”

A distributor of online video content, Alloy currently claims to attract over 70 million consumers each month, with a reach of over 43% of consumers age 12-to-34. Going forward, Generate Studios -- the production division of Generate -- is expected to service its sister network, while continuing to sell and produce for outside digital and traditional distributors.

Likewise, Alloy Digital will continue to source and distribute content created in-house and through multiple third parties.

The deal will also make the digital network and talent management components more valuable to the advertising, digital distribution and entertainment communities, according to Diamond.

Launched in 2006, the deal lets Generate leverage Alloy’s national sales team and its relationships with the marketing community.

Generate CEO Jordan Levin -- formerly CEO of The WB Network -- is expected to join four of Generate’s early partners at Alloy: Generate Studios’ president Peter Aronson, former head of Regency Television and creative affairs for Disney Television; head of branded content Jared Hoffman, former CAA literary agent and brand strategist; and two talent managers, Dave Rath and Kara Welker, all of whom will continue to serve as producers on select company projects.

In addition to Generate, Alloy Digital recently acquired Smosh, which is comprised of copyright-clear, relatively brand-safe original content.