EXCLUSIVE: ReachMe TV and the Tribeca Film Festival have made a deal that will see a curated selection of the festival’s short film programming air on ReachTV’s network of airport, retail and hotel channels that are seen by more than 100 million viewers a month. The content will begin airing after this year’s fest concludes Sunday.

ReachTV has already launched a series of Tribeca promotions and other short film initiatives as part of a broader marketing and viewing program eyed to parallel the way long-form features are marketed and distributed on traditional channels.

“We’re always looking for new ways to grow the Tribeca Film Festival and reach new audiences. This new relationship with ReachMe TV allows us to do just that,” Tribeca founders Robert De Niro and Jane Rosenthal said in a joint statement. “Being able to showcase the talented filmmakers and their work continues to be our primary mission for the festival and we are excited to bring them to a previously untapped market.”

Said ReachTV co-founder Lynnwood Bibbens: “We think the time is right to bring new, shorter format films to a much broader, global audience, and there is no better brand to represent the absolute best of breed shorts than Tribeca.”

Added co-founder Ron Bloom: “Today’s short films are more like mini features, equally well-produced, powerful and entertaining as the best of traditional format films, yet there is no ecosystem in place to properly promote and distribute them. We want to give these incredible stories and directors a global audience, and Tribeca is the ideal partner to make it all come together.”