Brand integration on television is growing in importance as Americans shift to on-demand viewing. Turner Broadcasting Turner A Time Warner CoSystem and Intel Corporation today announced a major content partnership during the Intel Developer Forum in San Francisco. As part of it, the two companies will team up with top reality producer Mark Burnett (Survivor, Shark Tank, The Voice) for America’s Greatest Makers (working title), a new TBS original series, which will also feature program extensions on the rest of Turner’s portfolio of networks.

Image (1) intel__130326170914.jpg for post 461621A followup to last year’s Intel ‘Make It Wearable’ challenge, the series will feature inventors trying to develop the next big wearable or smart connected consumer device built on the Intel Curie hardware module.

The early stages of the competition, leading up to the announcement of the semifinalists, will be chronicled via content on digital/social media platforms. TBS will then launch the America’s Greatest Makers TV series starting with a kick-off special introducing the semifinalist teams.

America’s Greatest Makers will be supplemented by short-form content on the other Turner brands, including TNT, Adult Swim, truTV, HLN, CNN and Bleacher Report.

“This is much more than just a linear TV series. This is the next evolution of storytelling, told simultaneously across many platforms and in many different ways. This is the future,” Burnett said.