Break.com will announce later Wednesday that it has cut a deal with NBC Universal Digital Studios to produce an original show exclusive to the video site. The show, called “The Breakers,” will feature “girls that demolish products in interesting ways,” said Break CEO Keith Richman in an interview Wednesday.
High-profile production deals are the online video theme of the week, with Michael Eisner launching Vuguru and the show Prom Queen on Veoh, Stephen Bohco signing up with Metacafe to solicit clips, and now NBCU and Break getting together.
The Breakers will debut in about a month, said Richman, who described it as “not like a Playboy show — it’s more a matter of showcasing demolition than showcasing the girls.” But then again, Break, as Richman never fails to remind us, has a great demographic of young males.
Break sees 12 to 15 million views a day, claimed Richman, with any video featured on its homepage being viewed at least 250,000 times. Break has taken the somewhat unusual strategy among video sites of buying exclusive rights to content whenever it can get them.
“We’re going to buy content from users, and we’re going to buy content from professionals,” said Richman. “Partly because we want to avoid stuff like what happened yesterday [with Google and Viacom] but partially because the economics work.”
NBCU has a similar existing deal to create exclusive original content for MSN, a show called “A Big Life With Sissy Biggers.”
NBC’s Universal Television arm also participated in a deal announced yesterday to show its content through video-sharing site VMIX. However, this is a non-exclusive deal for NBC TV clips and online-only content.
Wednesday NBCU also announced a deal with MobiTV for showing full-length programs on demand on wireless phones, which GigaOM writer Katie F. should be over to tell us about on NewTeeVee later today.