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Alloy looks to test its Web mettle

'Gossip Girl' company greenlights three Internet series

Alloy Entertainment, the firm behind franchises such as “Gossip Girl” and “The Vampire Diaries,” is upping its output in the Web series arena.

Company has greenlit production on three new Internet series, including the comedy “First Day” and an adaptation of the book “Hollywood is Like High School With Money.” A third, “Talent,” will combine a real-life talent search with scripted elements.

All three series will be overseen by Alloy’s East Coast president, Josh Bank, as well as Tripp Reed, VP of digital production.

“This first wave of (our) digital slate appeals to the sweet spot that has made Alloy Entertainment a success — teen and twentysomething fans who are spending increasing hours online and who we expect will equally embrace our digital entertainment,” Bank said.

“First Day,” starring Tracey Fairaway and Elizabeth McLaughlin, centers on a teenager who’s forced to relive her first day at a new school over and over again. Eight episodes will run starting in late August.

Alyssa Embree and Jessica Koosed Etting wrote the series, which is directed by Sandy Smolan.

“Hollywood,” based on the Zoey Dean book of the same name, has been adapted by Carly Althoff into a 10-episode series set to run starting in mid-September.

The series, about a naive assistant who learns how to survive Hollywood via her boss’ daughter, will be directed by Janice Cooke.

“Talent,” which will include an online audition and fan voting element, will center on a young woman whose career dreams are dashed — but who then helps another girl become a superstar. Jessica Kaminsky wrote the scripted portion of the series.

Alloy’s previous Web properties include “Private” and the recently announced “The Clique,” which was produced for TheWB.com.

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