Alloy Digital has a new ally.
The owner of popular young-adult websites, including Smosh.com, Gurl.com and Teen.com, said it is acquiring Digital Broadcasting Group, a new-media production and distribution company.
Besides its distribution reach, DBG is best known for branded entertainment, which is entertainment programming built around a consumer product. It has created content for Ford, Unilever, Sprint and Coca-Cola.
DBG is now starting to create its own original Web series. Among its new projects is the comedy “Dropping the Soap,” about a fading daytime soap opera actress, produced by former “Friends” costar Lisa Kudrow and “Glee” star Jane Lynch, who will also star.
For Alloy, the move will potentially give it more reach for its content. The two companies combined have almost 80 million unique visitors, Alloy said.
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