• by Mark Walsh  @markfwal, January 8, 2010

Further expanding original content offerings, Yahoo has signed a deal with ex-NBC entertainment co-chair Ben Silverman's new studio to develop shows for the Web portal and its advertising partners.

The Yahoo pact will be the first distribution deal for Electus, the digital studio Silverman formed last year in partnership with Barry Diller's IAC/InterActiveCorp. With branded entertainment a key focus for Electus, the alliance is a natural fit with Yahoo as it seeks to produce more video programming shaped by marketers.

Last October, Yahoo struck a deal with WPP's GroupM Entertainment to develop short-form Web series that tightly integrate brand messaging into programming.

Yahoo also has a growing lineup of sponsored programs including "This Week In Music," backed by Target; "The 411 on omg," sponsored by Starburst; and "Daytime in No Time," the spinoff of Yahoo's popular "Primetime in No Time," offering a video recap of the prior evening's TV shows. JCPenney and Verizon are the respective advertisers for the two shows.

"Yahoo is bringing together the worlds of entertainment and advertising to build differentiated experiences that help redefine branded entertainment," said Joanne Bradford, senior vice president of North America revenue and market development at Yahoo, in a statement.

Neither Yahoo or Electus offered details on what types of shows would emerge from the relationship, but it's likely to be in the same vein as the episodic programming that Yahoo is creating under the GroupM partnership. But Silverman's background as a big-name network TV producer should help bring advertisers to the table.

Before joining NBC in 2007, Silverman's Reveille production company was responsible for producing hits such as "The Biggest Loser," "Ugly Betty" and "The Office." While his failure to boost ratings at NBC may have dimmed Silverman's star, his enthusiasm for mixing content and commerce should bolster his status among marketers.

"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, in announcing the Yahoo deal.

In an interview, Bradford said some of Yahoo's largest advertisers have already met with Silverman and are excited about working with Electus. She expects announcements about upcoming projects to be made in the next few weeks and new shows to debut in the next three months.

For its part, the portal is betting on original video to drive audience engagement across key content areas like sports, music and entertainment. Jimmy Pitaro, vice president of Yahoo Media, last year said the company could produce as much as 20% of its own video in 2010, compared to just 10% in 2009.