Is This a Web-Series Model That Works?
DECA, an acronym for Digital Entertainment Corp. of America, is exploring several ways to produce Web series in unusually marketer-centric ways. It seeks extended sponsorships—generally three months or longer, the prices for which start in the six figures—for specific properties. Rather than attempting to import to the Web the scripted series model birthed by television, DECA capitalizes on existing bloggers' popularity to build properties that feature established online personalities and are aimed at specific demographic slices. It also enlists its talent to make and star in commercials for its advertisers. If this works, DECA will have found a way to fund online video—having a long-term sponsor or two significantly reduces the pressure to sell lots of ads—and bring chary advertisers into a new media realm.
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