Fifteen (yeah, 15!) veteran Hollywood writers including WGA West president Patric Verrone (Futurama), Bill Oakley (The Simpsons) and Mike Rowe (Family Guy) will collaborate on machinima short-form pilots to be produced, marketed and distributed by, says the Hollywood Reporter.

The website, which also is a popular channel on YouTube and home to the gamer-favorite Arby ‘n The Chief, seeks to “elevate” the digital art form that appropriates existing or new video game characters as animation. “We thought it would be an interesting opportunity to take comedy writers and have them play around with the online video model using computer-generated imagery,” said chairman and CEO Allen DeBevoise.

Companies like Rooster Teeth have been entertaining web audiences with machinima for years. It’s about time Hollywood familiarized itself with the medium.

The announcement is yet another sign that web video is coming into its own as a distinctive, reputable medium that can drive brand awareness to more targeted markets than TV, and at a more attractive price.  Given the flexibility and often short-form nature of web video, in fact, we expect to see it surpass traditional television as a medium for ultra celebrities. To some degree, we already have.

Read the whole story at The Hollywood Reporter.

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