Mashable, a digital publisher that touts an audience of 45 million monthly unique visitors, said it has secured a $15 million “C” round led by Turner that also bakes in partnership spanning video production, distribution and advertising.

Mashable said the round also includes returning investors Time Warner Investments, Updata Partners, David Jones, and Mike Lazerow, with participation from R&R Venture Partners. As a result of the round Kevin Reilly, chief creative officer for Turner Entertainment and president of TBS and TNT, will join Mashable’s board.

Mashable, which has now raised $46 million (Updata led a $14 million A round in 2014, and Time Warner Investments led a $17 million B round in 2015), said it will use the new round to expand its video offerings across platforms, including linear TV, enhance its technology and data platforms and bolster its premium advertising offerings, with a focus on building its branded video division (Mashable Studios was launched last June).

The partnership with Turner will include the development of new programming and franchises using Mashable Velocity (its prediction and tracking tool), distributing select Turner programming to Mashable’s digital audience and building cross-sales opportunities.

Turner, home to the top rated cable networks, is the perfect partner to bring the best of tech and digital culture to TV in fresh ways,” Pete Cashmore, CEO and founder of Mashable, said in a statement.

“Just as we are redefining these networks and continue to innovate beyond the traditional television universe, Mashable is redefining digital storytelling, making us ideal partners in today's rapidly evolving media ecosystem,” added Reilly. He told The Wall Street Journalthat the agreement is "truly strategic," as it will help Turner seek talent and pursue content genres that might not be found through the regular TV pilot process. 

Mashable, which has 28 million social followers, said it’s branded content revenue grow 69% year-over-year, with client engagements growing by 58%.

New York -- With ABC currently enjoying boffo ratings for this year’s NBA Finals, it has shined a light on the growing importance of live sports and event programming within the TV marketplace.

But it has also given the leagues a lot of leverage as they negotiate new media rights contracts with the networks that so desperately want their games.

Since 2011, new media rights deals have been cut for the NFL, MLB, World Cup, English Premier League, MLS and Olympics, among others, which each new deal marking a stark increase over the previous ones. With all the increases in sports rights, that caused many to wonder if at the end of the day, it’s the consumer who will have to foot the bill.

“I don’t think people mind paying for sports,” argued Will Funksenior VP, sponsorship integration and business development for Turner Sports Ad Sales, about the rising cost of sports programming. “As long as you’re getting the right value proposition.”

Funk was speaking during B&C/Multichannel News’ Multiplatform TV Summit on Wednesday, during a keynote session moderated by B&C executive editor Dade Hayes.

The topic of live sports rights comes as Turner Sports and ESPN are negotiating with the NBA on a new rights deal; the current one expires following the 2015-16 season.

“Sports, unlike other programming, there is a passion and a following for it,” continued Funk, who mentioned that Turner has many subscribers for their ancillary TV Everywhere packages including NBA League Pass Broadband.

The ratings for the NBA Playoffs leading up to the Finals have been very good for both ESPN/ABC and Turner; Funk said that NBA Playoff games were the No. 1 show during May in the all-important adults 18-49 demographic in primetime, posting year-over-year increases.

Funk admitted that they weren’t sure how well this year’s playoffs would perform on TV without the two most popular teams in the two biggest markets: The New York Knicks and Los Angeles Lakers (the Brooklyn Nets and LA Clippers made the playoffs, but those teams are considered less popular in their respective markets).

But as Funk explained, sometimes the stars on the teams can shine no matter what city they play in, and pointed to this year’s Championship between Miami and San Antonio. “Miami and San Antonio are not the two biggest markets…but the ratings are beating everybody in primetime.”

Compared to Turner Sports’ other major property, Major League Baseball, Funk said that while our national pastime does skew older than NBA, it’s also a more upscale audience. “That’s the nature of the beast.”

Funk also noted the difference in Turner Sports and their competitors in the sports business such as ESPN and Fox Sports 1. “We’re not a 24-hour sports network at TNT and TBS,” he said. “We’re highly rated entertainment networks.”