Online-vid site Blip is bulking up on originals with a slate of at least 12 new short-form series this year, led by laffer starring comedy player Rob Huebel.

Principato-Young, which reps Huebel, is producing web-skein for Blip. Shooting on pilot skedded to begin next week, with fall premiere. “Mainly Murder” (working title), created and written by Dannah Phirman and Danielle Schneider, chronicles misadventures of Long Island-based murder mystery entertainment venture struggling to make the big time in NYC.

Huebel also will emcee Blip’s Digital Content NewFronts event May 1 at Gotham’s Hudson+Broad showroom in Tribeca.

Thesp recently signed on to co-star with Patrick Warburton in CBS comedy pilot “Jacked Up.” Other credits for Huebel, 43, include “Childrens Hospital” on Cartoon Network, Ben Stiller’s web-only laffer “Burning Love,” and guest stints on “The Office,” “Up All Night” and “How I Met Your Mother.”

Blip topper Kelly Day, who joined firm a year ago from Discovery Communications, said 2013 marks first year it has invested heavily in originals.

“Blip for a long time was this platform company—not terribly differentiated from YouTube or Vimeo,” Day said. “Now we’re making a statement about being a real video viewing property.”

Day declined to characterize size of Blip’s originals budget but said, “We’re not putting $100 million into originals like YouTube is.” Nor is vid site trying to compete with Amazon or Netflix on the originals front, she added. Blip works on rev-share model with production companies.

Blip, backed by Bain Capital Ventures, Canaan Partners, Ambient Sound Investments and angel investors, is positioning to media buyers as “a TV network for teens and 20-somethings,” Day said.

Other Blip properties in development include comedies, sci-fi fare aimed at young-male aud and lifestyle programming catering to young women. Most will premiere in back half of the year, each running 7-15 minutes per seg with around 60 minutes total for each series.