By Sahil Patel
Alloy Digital has signed a deal with GroupM to develop, produce, and market two original, episodic web series from Alloy’s Newfront slate.
Under the terms of the co-production partnership, GroupM Entertainment will invest in both the second season of “Chasing,” a music-based reality competition series, and “Encore,” a new unscripted comedy which follows the members of a former high-school drama club as they try to put on another show.
Each show has been developed by Alloy and is geared toward consumers aged 12–34. GME and Alloy Digital’s media brands, including Clevver Media, The Gloss, and SMOSH, among others, will share executive-producer credit and ownership of each show. This covers syndication rights on both properties.
In addition to financing, GME will also offer creative and marketing support.
Alloy Digital’s Newfront event was unique in that instead of showcasing a fully-produced slate of new original programs, the company featured a group of show concepts and ideas on which it was willing to partner with advertisers. This GroupM deal is the first of its kind from that presentation, and is arguably one of the more interesting deals to come out of a Newfront market that many labeled as unimpressive.