Remember YouTube's promise to deliver more than 100 original channels of exclusive programming with brands and celebrity partners in 2012? In the wake of its recent pitch to advertisers, the Google-owned video giant is making good on that promise.
Two of those exclusive channels, launching July 2nd, are being produced by Electus. That's the multimedia branded entertainment studio founded by Ben Silverman, former head of programming for NBC, with the backing of Barry Diller's IAC.
Electus has already launched a Latino-centric channel, NuevOn, featuring Spanish-language programming and celebrities, on April 16th.
The pitch: "The NuevOn channel will be a celebrity oriented Hispanic pop culture and lifestyle channel, en español, with content specifically tailored to young multi-cultural Latinos, taking into consideration their love for stars, humor, family, soaps, information and aspiration dreams. Electus has partnered with a team with over 20 years of production and marketing hits, headed by Luis Balaguer, CEO of Latin World Entertainment and named one of Hispanic Magazine’s Most Influential Hispanics in the entertainment business, Melissa Escobar executive with 1,300+ hours of production/programming for the Univision Network and Emmy nominated actress and producer Sofía Vergara."
One of Silverman's upcoming YouTube channels is LOuD, a pop culture channel.
The pitch: The Electus pop culture channel will be the hotbed for new, loud creative works that will launch into cultural consciousness. Edgy and fresh original content featuring celebrities and current YouTube stars in the shows they wish they could be making for TV. We will find new, unique characters with one-of-a-kind personalities and perspectives. In all the categories where YouTube excels, our channel is a launch pad for the next big thing. Led by Emmy-winning producer Ben Silverman (“The Biggest Loser,” “The Office,” “Mob Wives,” upcoming “Fashion Star”), with shows from Tony DiSanto and Liz Gateley (founders of DiGa, former heads of MTV) and many more!
Electus has released a sneak peek at a new series coming to LOuD: K-Town, an unscripted series featuring the "incredibly colorful Asian Americans who reside in the heart of Koreatown, Los Angeles - the vibrant Korean culture center that is sandwiched between the bohemian spirit of downtown Los Angeles and the business district of the Miracle Mile."
Also coming from the Electus studio to YouTube: HUNGRY, a (you guessed it) food channel being created in partnership with pastry chef Duff Goldman, known for Food Network’s Ace of Cakes — no surprise, as the channel's CEO is Bruce Seidel, a former Food Network top exec who oversaw the launch of the Cooking Channel.
The pitch: "Combining the audience and bandwidth of leading foodie site Urbanspoon with proven leaders in food programming with partners Notional and CAA, the Food channel is the perfect blend of loud characters and unique personalities with real, helpful and most importantly, highly entertaining tid bits on everything food!" This sizzle reel (sorry, sizzle rap) by the Fung Bros. sets the flavor for HUNGRY:
“In the evolution of the food arena, and as original content on digital platforms continues to flourish, HUNGRY marks a new vision and attitude about all things food. Whether you love to eat, cook or drink, our dynamic original series have something for everyone,” said Seidel in apress release. “Our mission is to create highly entertaining shows and galvanize the niches that are driving the Internet food conversation forward via the incredible power and social influence of YouTube.”
Goldman’s show coming to HUNGRY, called Duff’s Food World, will include “one-of-a-kind dishes and dining experiences like “dining in the dark” and “naked sushi in Vegas,” “Internet and TV Food Clips of the Week,” and food festival field trips like the notorious Spam Festival or Fungus Festival. Duff picks his favorite “Food Porn Clip of the Week,” man-on-the-street food pranks and historical re-enactments of great moments in food.”
Shows with Alex Thomopoulos, Laura Vitale, and Chris Cosentino will also be featured, along with a line-up of foodie trendsetters:
• BROTHERS GREEN with the Greenfield Brothers from Brooklyn, New York
• CASSEROLE QUEENS with Crystal Cook and Sandy Pollock
• CITYSEARCH EATS from Citysearch.com clues viewers in on the hottest spots nationwide
• FUNG BROS. MESS WITH TEXAS and rustle up BBQ, dude ranches and tasty eats
• NEW SERIES FROM URBANSPOON with blogger reviews from its 20 million users
“What once may have been considered too over the top for TV is now funny, fresh programming on HUNGRY,” says Goldman.
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