Intel Makes Content Deal With Turner, Mark Burnett

Intel Corp. has made a content deal with Turner Broadcasting and Mark Burnett that will promote a competition to create smart, connected, wearable devices using Intel’s Curie technology.

The deal includes a reality show executive produced by Burnett that will air on TBS. The series -- working title America’s Greatest Makers -- will show teams competing to create new devices.

Aspects of the competition will also appear on other Turner properties, including TNT, Adult Swim, truTV, HLN, CNN and Bleacher Report, with content to be produced in the style and voice of each brand. The early stages of the competition leading up to the announcement of the semifinalists will be chronicled in digital and social content.

The initiative will use Turner’s advanced advertising capabilities by aligning around Sociology, a new marketing tool that allows brands to engage key segments of Turner's social media following.

Financial terms were not disclosed.

“This first-of-its-kind partnership starts with a compelling content idea, then uses Turner's capabilities to distribute that storytelling at scale, across all of our premium properties and platforms," said Dan Riess, executive VP of integrated marketing and branded content for Turner Broadcasting Ad Sales. "As we embark on this new partnership with Intel and Mark Burnett, we have the opportunity to encourage innovative spirit, empower and inspire viewers to share content, reach the right audiences and, in the end, drive business results that matter."

Burnett, who has produced several successful reality shows that highlight brands and businesses, including Shark Tank and The Voice, added, "This is much more than just a linear TV series."

:This is the next evolution of storytelling, told simultaneously across many platforms and in many different ways,” Burnett said.


Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.