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Alloy takes teen series prod’n to Web

Teen.com gearing up original programming

After attracting teens to the CW with shows like “Gossip Girl” and “Privileged,” Alloy has begun producing original programming for its own website Teen.com.

Company’s media and marketing arm has paired with United Talent Agency to work with the tenpercentery’s clients and online division and develop a slate of new Web series.

Bowing in May will be “Haute and Bothered,” a 10-webisode offering to be followed by “Private,” based on the bestselling book series.

The plot for “Haute and Bothered” revolves around a small town girl who gets acccepted into an elite NYC design fashion institute where she competes for a summer internship at a major luxury fashion house. Amanda Harlib and Laura Sandler created and wrote the series.

Alloy Entertainment, which produces TV shows “Gossip Girl,” “Privileged” and “The Clique,” as well as the “Sisterhood of the Traveling Pants” pics, created and produced “Private,” while “Haute and Bothered” is handled by UTA and cellphone maker LG.

Its work with LG is an example of how Alloy will enable advertisers not only to sponsor the channel and advertise during shows but also to integrate products into the programming.

In the past, Sears, Paramount Pictures and Pentel have advertised on the site in order to target teens with their marketing message.

“This partnership is about being where our consumers are,” said Ehtisham Rabbani, VP of product strategy and marketing for LGE MobileComm USA, who added that the online effort puts the company’s phones “in the eyes and hands of a trendsetting audience while educating them on how our products fit into their lives.”

New shows will air on the TV section of Teen.com. Overall, the Teen.com network attracts more than 20 million users a month to sites like Alloy.com, Gurl.com, Teen.com and ChannelOne.com, according to comScore.

Other planned programming will include exclusive behind-the-scenes footage and cast interviews from Alloy-produced TV shows, as well as fashion and beauty news, coverage of entertainment events and interviews with celebs.

Alloy will work closely with UTA Online. It reps such clients as Big Fantastic, which created the Web series “Prom Queen,” and Beatbox Giant, behind “Ask a Ninja,” but also UTA’s nondigital clients as well.

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