GRB ENTERTAINMENT, DEFY MEDIA INK PROGRAMMING PARTNERSHIP

U.S.-based producer and distributor GRB Entertainment and youth-focused digital studio Defy Media have teamed to develop and distribute original programming.

GRB most recently acquired international rights to the Defy series Man At Arms and Super Fan Builds, giving GRB a presence among millennial audiences. In turn, the partnership will give Defy a new audience aged 25-to-52 year in the linear space.

“The production business is in a transition phase where linear and digital content are merging,” said Marielle Zuccarelli (pictured), COO of GRB, in a statement. “Our strategy to supersize Defy’s short-form digital content into linear and OTT formats showcases our unique 360-degree development, production and distribution capability.”

According to a press release, Defy has more than 125 million followers combined across its brands, which include SMOSH, AWEme, Clevver and ScreenJunkies. These drive more than 800-million monthly views across its Gen Z-targeted platforms.

“The successful migration of our hit digital series into TV and OTT speaks to the power of our connection with key built-in audiences and formats that resonate across the globe,” said Defy CEO Matt Diamond, in a statement. “Our partnership with GRB will enable Defy to accelerate efforts to expand its programming worldwide and continue to meet the growing market demand for quality, long-form made for the tastes of younger audiences.”

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GRB ENTERTAINMENT, DEFY MEDIA INK PROGRAMMING DEAL

Marking a first for GRB Entertainment, the company has entered into a partnership with DEFY Media to develop and distribute an original programming slate domestically and internationally.

Through the partnership, GRB aims to increase its presence among millenial and Gen Z viewers, while DEFY aims to pick up a new audience in the linear space in the 25 to 54 demographic. DEFY owns digital brands such as SMOSH, AWEme, Clevver and ScreenJunkies. GRB most recently acquired international rights to the DEFY series Man at Arms and Super Fan Builds.

“The production business is in a transition phase where linear and digital content are merging,” says Marielle Zuccarelli, the COO of GRB. “Our strategy to supersize DEFY’s short-form digital content into linear and OTT formats showcases our unique 360-degree development, production and distribution capability. Man at Arms is the perfect example of content incubated on a digital channel that found success on linear networks both domestically and internationally. We look forward to working with the innovative DEFY team to replicate that model.”

“The successful migration of our hit digital series into TV and OTT speaks to the power of our connection with key built-in audiences and formats that resonate across the globe,” commented DEFY CEO Matt Diamond. “Our partnership with GRB will enable DEFY to accelerate efforts to expand its programming worldwide and continue to meet the growing market demand for quality, long-form [content] made for the tastes of younger audiences.”

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