@ CES: Silverman’s Electus Has First Deal — Yahoo

Just as one of his last moves at NBC — moving Jay Leno to prime time — starts to publicly unravel, Ben Silverman has the first deal for his new venture with IAC (NSDQ: IACI), Electus: a strategic partnership with Yahoo (NSDQ: YHOO) to develop and produce exclusive original content. So far, sounds like some other high-profile ex-network content deals but the Yahoo deal highlights providing that content for the media company’s advertising partners.

Electus, announced last year as Silverman was leaving NBC, is all about creating integrated and branded advertising content. It looks like Yahoo, with its reach and scale, could be the first real test. Underscoring the emphasis on advertising, Joanne Bradford, Yahoo SVP of North America revenue and market development, is responsible for the project on that end. The two companies are supposed to work together on delivering the “final custom experiences.”

The formal announcement will be made at CES Friday morning, with Bradford expected to join Silverman at an appearance he already had planned.