Millennial-targeting multi-platform production company Defy Media announced today that it is partnering with prolific TV production company 3 Ball Entertainment (“Bar Rescue,” “Extreme Weight Loss”) to develop and produce original programming for Defy’s channels, which include Smosh, Screen Junkies, humor site Break and men’s lifestyle destination Made Man.
The first product of the deal is “How It’s Destroyed,” an original concept developed by 3 Ball Entertainment that will air later this year on Defy’s AWEme channel, home to such series as “Man At Arms” and “Super Fan Builds,” which has nearly 5 million subscribers.
“How It’s Destroyed” will demonstrate how the world’s most complicated pieces of machinery, such as biological weapons, satellites and retired submarines, are disposed of.
Defy already produces 72 shows in-house, airing across 20 video platforms. Its channels reach over 65 million YouTube subscribers and have earned more than 100 million social followers.
“We’re extremely focused on incubating programming for compelling digital channels that resonate with the appetite of younger viewers,” said DJ Nurre, EVP of programming and development for 3 Ball Entertainment, in a statement. “Working with leading partners like Defy, whose massive expertise in short-form has garnered a loyal and growing fan base, represents an incredible opportunity for 3 Ball as we broaden our digital footprint.”
This deal comes on the heels of a recent restructuring and expansion of Defy’s television and OTT development division, which is now overseen by Jared Hoffman and Chris Pollack, who report to Defy’s chief content officer Barry Blumberg.