Thursday, May 17th, 2012
Ben Silverman and Barry Diller will attempt to enter the branded entertainment industry with his new digital company. Silverman, the former NBC programmer, is describing his company as ?Reveille meets BBDO?.
Sources say that the overall identity of the company is still unclear, but branded entertainment will definitely be part of the mix. The company has already contracted the services of the Barry Diller?s IAC/Interactive Corp. to look for a brand identity, projects, partners, and investors.
As reported by the Los Angeles Times: ?The details of the Diller-Silverman venture are vague, but at its core the plan is to get advertisers and producers together for the creation of what the industry calls ?integrated? or ?branded? entertainment, in which a product becomes part of the show in a seamless fashion that does not leave viewers thinking they are watching a commercial.?
In partnership with Diller, Silverman will create a firm that will link advertisers and producers to create branded entertainment. Diller hopes that the company will bridge ?the gap between traditional television and the Internet.?
The unnamed company will reunite Diller and Silver for the first time since the pair worked together in Reveille. Diller was an investor and Silverman used to work at Reveille.
