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–Deals are Part of a Microsoft Initiative, Called "MSN Originals"

Microsoft’s MSN service has launched an initiative, called "MSN Originals," which it says will allow "top brands [to] tell their stories beyond standard media through in-content integration." As part of the initiative, MSN has signed content partnerships with independent Hollywood production and distribution company, Reveille (note: programs produced by the latter include NBC’s "The Office" and "The Biggest Loser," FX’s "30 Days," and MTV’s "Date My Mom"), and with Be Jane, Inc., a company that produces multimedia content and operates a Web community focused on encouraging women to involve themselves in the traditionally male sphere of home improvement. MSN says that MSN originals will draw on content and services provided by these and other partners to provide consumers with video, interactive community features and multimedia-rich editorial.

MSN’s deal with Reveille will see the latter creating and producing original online programming for its service: MSN is creating a production fund that Reveille will use to recruit writing, producing and performing talent, in order to produce pilots and other entertainment programming designed specifically for the Internet. According to the New York Times, the deal with Reveille has a one-year term and will see the production company creating 10 pilots for MSN; to date, the newspaper reports, four shows have been greenlit, including 1) a comedy about an airline pilot that will likely star Tom Arnold and that will be divided into two-and-a-half minute episodes; 2) a show called "Under the Influence," which will pair musicians with one of the people who inspired them; 3) "Face Off," which the Times describes as "an interactive ‘Crossfire’ with a pop-culture slant"; and a show with the working title, "Chef to the Rescue," in which chefs will provide advice to people preparing meals. Microsoft and Reveille say that programming created under their partnership will be offered in both linear and non-linear formats and will feature audience participation. Shows that prove successful on MSN may subsequently be launched on traditional television, mobile and other platforms, the companies say. "The digital future has arrived, and in collaboration with MSN we will be creating new forms of content without boundaries," Reveille CEO, Ben Silverman, said in a prepared statement. "We believe in a multiplatform world where the best elements of an idea can be tailored to the attributes of the specific media, enabling the audience to have more enriched experiences and advertisers to contextualize themselves in a more profound way."

MSN’s deal with Be Jane, meanwhile, will see the latter creating an original online series on home improvement, targeted at women. The series, which will be hosted by Heidi Baker and Eden Jarrin, will provide project suggestions and tips, and will feature the stories of women across the country who have undertaken major home-improvement projects. According to MSN, the series will be "deeply integrated" into the MSN portal’s MSN Lifestyle, MSN Spaces and MSN Video areas.

MSN says that it will offer multiple advertising and sponsorship opportunities in conjunction with the new MSN Originals broadband video content: in addition to traditional display and streaming video advertising, it will offer advertisers product-placement opportunities in the content, as well as the opportunity to "be deeply involved in the early stages of content creation and production": Reveille is noted for having funded the NBC reality TV series, "The Restaurant," entirely via product placements.

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