Endemol goes viral on Break
'Deal' producer to create online shows
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It's the first time Endemol, the Dutch producer of shows such as "Deal or No Deal," has pacted to produce shows for a major viral video site. It's also the first deal for Break.com, which competes against big players like YouTube by targeting young men, with a major production company.
First show under the agreement will debut this summer. Called Record Breakers, it will feature a host who sets comedic records and then challenges contestants to break that record for a prize. Viewers will be encouraged to film themselves attempting the challenge and submit the resulting videos to Break.com.
Deal comes as other video sites such as MySpace and MSN have been pacting for original productions in a bid to draw audiences and more traditional advertisers.
