Duo partner on daily webcast

Branded entertainment shingle Madison Road is partnering with NBC latenight gabber Carson Daly on a daily webcast devoted to user-generated videos.

Daly and Madison Road will launch in July “The Really Big Internet Show,” a daily five-minute webcast that will feature the day’s most talked-about original online videos.

Justine Ezarik, an Internet vid star who goes by the name iJustine, will host.

Daly and Madison Road have also pacted with at least 15 more popular Internet vid celebs, such as Christine Gambito (“HappySlip”) and Kevin Wu (“KevJumba”), who will be seen introducing their favorite online shorts.

“We were looking at the numbers that some of these Web celebrities produce,” said Madison Road’s Jak Severson, who noted that some clips get 2 million views in the span of a month. “If you’re an advertiser looking at those numbers, you can’t ignore 2 million people staring at anything.”

Madison Road is in discussions with a primary advertiser to sponsor the show, he said.

Daly, meanwhile, has been looking at ways to get involved with the user-generated content space for some time. He made headlines when he signed one of the earliest YouTube stars, Brooke Brodak (“Brookers”), in 2006, and also developed the online video pilot “It’s Your Show” at NBC.

“We spent many hours trying to convince the people at NBC that content online was rich material, a force to be reckoned with,” Daly said. “‘It’s Your Show’ was our attempt to focus on user-generated content by offering money. But our timing was off. But I’m such a believer in that space.”

TV execs have been looking for ways to move user-generated content to the smallscreen — such as in CW’s short-lived “Online Nation” last year.

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