Turner laces up deal with Web's SportsBlast
Cyberbiz Brief
Financial terms of the deal were not disclosed, but episodes will likely be underwritten though pacts with major branded sponsors.
"The Kellys" is a dramedy that explores the world of stock car racing, drivers, pit crews, sponsors and fans through the lives of the Kelly family, underdogs who race the NASCAR circuit.
Series, which will be made up of weekly three-minute installments, will feature special guest appearances by popular NASCAR drivers, along with motion picture, television and music celebs. Web property is likely to be promoted across Turner's channels, which include TBS Superstation, TNT, Tuner South and CNN Sports Illustrated.
Turner Sports, a division of AOL Time Warner, has operated NASCAR.com since acquiring the auto racing org's Internet rights last October.
"Turner is the perfect partner for a series like this, and NASCAR fans are the ideal sports audience," said SportsBlast CEO William Widmaier.
The deal, which marks the first major programming sale for SportsBlast, was put together by Stephen R. Ganns of O'Donnell/Ganns, an investment-banking firm. SportsBlast, which focuses on creating animated fare that revolves around sports, is co-owned by Cartwright, Royal & Associates and Peter Kjenaas.
