Web series production companies are struggling to find sponsorship deals to sustain themselves, so how do the sites trying to make a business out of reviewing the shows (and the production process behind them) have a chance at staying alive? By banding together to create a bigger brand that — hopefully — attracts more eyeballs. And that’s what online video news and entertainment company Tubefilter is doing — acquiring fellow web video reviews and info site Tilzy.tv. Both companies are privately held; financial terms were not disclosed.
In a statement, Tilzy.tv co-founders Jamison Tilsner and Joshua Cohen said the synergy between the two companies led them to agree to the deal. The companies worked together to launch the Streamy Awards, and the International Academy of Web Television, an industry trade group for digital content producers and auteurs, last year. But a look at Tilzy.tv’s traffic stats shows that the site, which offers a searchable guide to dozens of web TV series, as well as reviews and some industry news, could use a serious bump in traffic. Compete stats show that its monthly uniques have hovered in the low 10,000s over the past 12 months. In contrast, Tubefilter’s traffic has continued to increase since its launch last year, to around 50,000 monthly uniques.
You could say that N.Y.-based Tilzy.tv has been building up a slow burn, however, as the company launched TheOnfronts this spring, a digital “upfront” that attracted senior level execs from companies like *Sony*, IFC and Sundance Channel. Tilsner, an NYU Stern Business School alum, and Cohen, a former producer for A&E, founded New York-based Tilzy.tv in 2007. They’ll serve as Tubefilter’s new COO and Chief Information Officer, respectively, continuing to work from the New York office.
Tubefilter, which has offices in both Los Angeles and New York, also seems to be maturing as part of the acquisition, as it’s formally naming co-founder Brady Brim-DeForest CEO. Fellow co-founders Drew Baldwin and Marc Hustvedt will serve as SVP, product, and SVP and EIC of Tubefilter News, respectively.