Yahoo, Electus Ink Partnership

Yahoo has entered into a partnership to produce multiple originally branded entertainment series with IAC’s digital content studio Electus, which was founded by former co-chairman of NBC Entertainment Ben Silverman.

Silverman left NBC last July after a tumultuous run to launch Electus, which has been billed as a next generation content studio. The Yahoo deal marks the first major project for the fledgling division of IAC, which operates Web properties such as Ask.com, Evite and College Humor.

Details are few on what sort of projects Yahoo and Electus have in the works. But Yahoo — after making a disastrous push into original content several years ago under former media head Lloyd Braun — has quietly built a stable of successful branded entertainment projects. Among its more noteworthy series is the fashion-themed The Thread, which features brand integration with multiple Procter & Gamble products.

Silverman does have a history of launching Web originals. A few years ago, the production studio he founded, Reveille, produced several series for Microsoft’s MSN, including shows that prominently featured Volvo and Chivas. That partnership was in part stewarded by former top MSN executive Joanne Bradford, who is now Yahoo’s svp of North America revenue and market development.

See also: “IAC Ready to Invest in Content”