• by Steve McClellan  @mp_mcclellan, September 23, 2013

GroupM Entertainment has struck a new partnership with Alloy Digital to develop, produce, and market two original episodic web series. 

Under the terms of the deal, GroupM Entertainment will invest in both “Chasing: Season 2” and “Encore,” web series conceived by Alloy Digital and targeted to consumers aged 12-to-34.  GroupM Entertainment and Alloy will share executive producer credit and ownership of each series, including syndication rights on both properties.

In addition to financing, GME will lend creative and strategic support to the projects, the WPP media arm stated.  GroupM clients will be offered opportunities to sponsor the programs. “We will make an offer and they will decide whether they want to participate or not,” a GroupM rep said.

“Chasing” is a music-based reality competition series, sending fans on a road rally for the chance to meet their favorite artists.  Along the way they follow clues, solve puzzles, and compete in challenges inspired by the artist’s life and music.  

“Encore” is described as a series that takes the dramatic potential of a high school reunion and adds performance, showmanship competition.

“Our partnership with GroupM Entertainment builds on the positive momentum we created at this year’s NewFronts,” stated  Alloy Digital CEO Matt Diamond.  The company, he added, “continues to build on a platform-agnostic content and distribution model that responds to market shifts and demands of our audiences and clients.”

“GroupM Entertainment’s mission is to help bring engaging content into the media marketplace through innovative co-production partnerships,” stated Peter Tortorici GroupM Entertainment Global CEO.