Independent LA-based production company Trium announced an interesting syndication deal with American Media, Inc (AMI) for its new online reality makeup competition show “Face to Face” airing on MSN. In the syndication deal, MSN will have exclusive rights to the program across all its properties for 60 days. After that, “Face to Face” will then be syndicated across AMI’s digital distribution networks for another 60 days.
With exclusive first rights to the series for two months, MSN can distribute “Face to Face” across all Microsoft properties. The hope is to generate enough buzz through marketing efforts to get viewers over to MSN and make it a destination for great video content. MSN is currently airing Trium-created reality program “Closet Genius.”
AMI, owner of OK!, Star, Shape Magazine and Shape.com, among others, will get second dibs on the show once the original MSN run is up.
Though AMI probably isn’t looking at the second run as leftovers. They have a big stake in the show: Cheryl Kramer Kaye, executive beauty director of Shape magazine will be a judge on the program. AMI will also have exclusive content — think behind the scenes clips and exclusives created just for AMI properties — featured on their sites.
“We couldn’t be more excited that MSN has decided to bring another of Trium’s shows to their new video platform,” says Eric Day, cofounder, Trium, “The addition of AMI to the project illustrates just how much we can all accomplish when we strike the right partnerships.”
This kind of distribution deal is the first of its kind in the video space — either online or traditional. This bold move on both distributor’s part should pay off handsomely for each: neither compete for audience and each have their own agenda with the show’s syndication.
The ink is still drying on the deal, so the results remain to be seen. Meanwhile, expect 24 episodes of “Face to Face” to air over 48 weeks with a new episode every 6 weeks.
The show also comes fresh off Trium’s recent program with Delta, also airing on MSN, called Connections.