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Silverman's Electus Creates Shows For BET, MTV

  • The Wrap, Friday, September 24, 2010 12:19 AM
Ben Silverman's new production company Electus will be creating a reality contest for DJs, "Master of the Mix," financed by the drinks company Diageo, to air on BET. Launched less than a year ago and f inanced by Barry Diller's IAC, Electus considers itself a fully integrated multimedia entertainment studio that brings together producers, creators, advertisers and distributors under one roof.

Electus aims to team with advertisers earlier in the life cycle of a show. To that end, his start-up is adding the Diageo show to others including, the interactive telenovella, "Pedro & Maria," for MTV. The company has partnered with Procter & Gamble to help it connect with the Hispanic market. The Romeo and Juliet-style story is executive produced by "Ugly Betty" star America Ferrera.

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