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.”