Alloy Digital Partners Two Upcoming Series With GroupM

By Sam Gutelle • 09/23/2013 •

Alloy Digital has found a buyer for two of the web series it showed off during the most recent Digital Content Newfronts. The multi-channel network has partnered with advertising media company GroupM, which will find brand partners for upcoming debut Encore as well as the second season of EDM-focused reality competition series Chasing.

GroupM, whose collection of agencies combine to make it the largest ad media company in the world, has previously dabbled in web productions. It helped bring noted web series In The Motherhood to ABC in 2009, and, later that year, partnered with Yahoo to create scripted web content years before the launch of Yahoo Screen. This time, its partnership with Alloy gives it a chance to pair its brands with a couple of shows aimed at the network’s bread-and-butter–the 12-34 demographic.

The two programs partnered with GroupM are Encore, which is set at a high school reunion, and Chasing, which debuted last year and marketed itself on the star power of EDM DJ Steve Aoki. Unlike other brand-to-studio deals, Alloy did not wait to find a buyer before beginning production on the two new seasons. “We hate that model,” said Alloy Digital CEO Matt Diamond. “That’s terrible for the digital industry. It hurts content. We think both of these pieces should be produced no matter what. It’s not content that should be waiting around. So that’s why this investment is so great.”