NBC Universal Looking for a Few Integrated Brands

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NBC Universal Digital Studio is shopping around its new original Web productions to brands that want to be part of an "unprecedented connection" between creators and advertisers.

First publicized in April,the effort aims to involve sponsors with program creation at the very early stages.

New shows are being developed in partnership with 60Frames Entertainment, a video entertainment company created by United Talent Artists and Web-based TV ad peddler Spot Runner.

Acura, Intel, Microsoft and UPS were advertisers for some of the shows created when the practice was first discussed in April. No potential brands were mentioned in the latest announcement.

According to NBC Universal, the new batch of shows includes productions by some big-name writers and producers, including Scott Z. Burns ("Bourne Ultimatum"), Tom Fontana ("OZ" and "Homicide") and John August ("Charlie and the Chocolate Factory").

The studio noted that production will not begin until advertisers attached. The plan is to distribute the productions across Web, video-on-demand and mobile outlets owned by NBC Universal and others.

NBC Universal Digital Studio VP Cameron Death, in a statement, said the first group of programs will serve as a way for creative types to "marry their ability to tell great stories" with the thirst among advertisers to be integrated in unique ways with professionally-made digital content.