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NBCU Digital Preps 'Breakers'
March 14, 2007
By Andrew Wallenstein/The Hollywood Reporter CEO Keith Richman: 'We have a male audience that likes attractive women and demolition.'
LOS ANGELES NBC Universal Digital Studios is testing a broadband video show that breaks with traditional brand integration—literally.

The peacock's online production arm has closed an exclusive deal with popular viral-video site for Breakers, a program that features women going to elaborate lengths to break objects.

Breakers actually will seek marketers who want to volunteer to have their products smashed to smithereens in exchange for exposure to's coveted young-male audience.

"We have a male audience that likes two things: attractive women and demolition," CEO Keith Richman said. The site has ordered an unspecified number of short-form episodes.

The deal represents a strategic shift for, as NBCU is its first partnership with an established media company. is attempting to incorporate more professionally produced content into its site, which leans heavily on user-generated fare.

NBCU Digital has been busy producing broadband video programming for clients in and out of the company. Its credits include A Big Life With Sissy Biggers for MSN and Dotcomedy, the company's own online destination featuring original comedy.

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