Defy Media and 3 Ball Entertainment (Bar Rescue, Extreme Weight Loss) are teaming to develop and produce original programming to be distributed on Defy’s YouTube channels. Their first project, How It’s Destroyed, an original concept developed by 3 Ball, will air later year on Defy’s AWEme channel.
Original series How It’s Destroyed demonstrates how the world’s most complicated pieces of machinery such as biological weapons, satellites and retired submarines are disposed of. In addition to distribution on AWEme, which counts close to five million subscribers, the show will have access to marketing and social promotion across Defy Media’s proprietary media network and AWEme’s social platforms. Defy brand channels reach over 65 million YouTube subscribers with more than 100 million social followers, according to the company.
The deal signals a further expansion into digital content development for 3 Ball, with the company also mining formats for linear TV.
“We’re extremely focused on incubating programming for compelling digital channels that resonate with the appetite of younger viewers,” said 3 Ball EVP, Programming and Development, DJ Nurre. “Working with leading partners like Defy, whose massive expertise in short-form has garnered a loyal and growing fanbase, represents an incredible opportunity for 3 Ball as we broaden our digital footprint.”
The deal also follows recent restructuring and expansion of Defy’s television and OTT development division which is now overseen by Jared Hoffman and Chris Pollack, reporting to Defy’s Chief Content Officer Barry Blumberg. The programmer, which focuses on the 13-34 demo, currently produces over 72 original weekly or bi-weekly series across its brands that include AWEme, SMOSH, Clevver, Screen Junkies, Break, and Made Man.
“We’re thrilled to partner with a company as prolific as 3 Ball Entertainment in producing programming that aligns with our brands and to create opportunity for original projects that have the potential to move to other media platforms,” stated Jared Hoffman, DEFY’s EVP Television/OTT Production and Development.