“Online Storytelling” Coming To A Small Screen Near You

Adweek reports on the continued rise of branded content.

MSN is making a bold dive into the original Web-only content realm via a new initiative, MSN Originals, while also signing two development deals with Internet producers to generate new series for the portal.
The focus of MSN Originals will be online storytelling, Microsoft officials said. To assist in that endeavor, the company has brokered a deal with Revelle, the production company behind several NBC series, including The Biggest Loser and The Office.
MSN is commissioning Revelle to produce a series of original pilots and other branded entertainment programming. It also maintains a one-year, exclusive first-look at all of the content the company develops for the Internet.
“MSN is a leader in creating massive audiences online and in helping marketers effectively reach those audiences,” said John Nicol, general manager of MSN.com. “By partnering with the media industry to add original, interactive, exclusive content to our portfolio, we will drive even deeper engagement with our audience and open up significant new opportunities for advertisers.”