Alloy Pitching Novel-Inspired Teen Drama

Digital production firm showcases 8 series at NewFront event, including Jane Lynch comedy

Fresh off an acquisition of the video ad network Digital Broadcasting Group, Alloy Digital rolled out a slate of eight original Web series seeking advertisers' support at an art gallery-themed NewFront in New York on Tuesday.

Among the projects were several scripted shows aimed at Alloy’s core teen/young-adult demo, including 30 Days to Popular, which chronicles an attempt by two female friends to climb the social ladder in high school, and a promising Jane Austen-esque drama The Espressologist, based on a novel by Kristina Springer. That show has yet to be cast, but is slated for the upcoming holiday season.

Also on the docket is a project born at DBG: Dropping the Soap, which stars Glee’s Jane Lynch as a pushy TV executive newly put in charge of a fictional long-running, super-campy soap opera Colliding Lives. The show is being produced by Lisa Kudrow.

Other projects Alloy is touting include Dorm Biz, a reality show where producers seek the next Google- or Facebook-like digital business; Encore, a high school reunion series built around alumni putting on a play; and the second season of Chasing, a competition show starting DJ Steve Aoki.

Alloy has strong roots when it come to teen-oriented TV and Web fare. Its former sister division Alloy Entertaiment  fostered recent hits such as Gossip Girl and Pretty Little Liars; it was sold to Warner Brothers Studios last year. A few years ago Alloy Digital rolled out the original Peter Pan-inspired Web drama Wendy, backed by Macy’s. The company also owns the YouTube comedy duo Smosh, which boasts a staggering 2.3 billion views.

Alloy CEO Matt Diamond said that unlike in years past, when digital video producers would often only launch Web shows that were underwritten by brands, each of the new programs will definitely launch this year, running across both Alloy and DBG’s vast networks. But the hope is to land sponsors for each, since just running run-of-network video ads alongside these shows won’t cover the cost of production, Diamond said.