There's good news for Webisodes and the brands that love them.
"In the Motherhood," a series of online shorts about moms coping with their chaotic lives—with help from Sprint Nextel services and Suave hair care products—has been turned into a half-hour sitcom and just got picked up for the midseason lineup on ABC. It will anchor a new comedy block on Thursdays, one of the most competitive nights of TV. The show will star Megan Mullally, Cheryl Hines and, mostly likely, a number of marketers in the Mindshare stable. The brand integration powerhouse created the Webisodes and will co-produce the series with ABC.
So, the pump may be primed for "My Manny," a microseries launching Wednesday on TBS and TBS.com with star-car exposure for GM's new 2009 Chevy Traverse Crossover. The two-minute shorts will air during Tyler Perry's House of Payne, one of the top-rated shows among African American viewers. Payne, already a proven hitmaker with its successful Meet the Browns spin-off, could serve as a percolator for a full-length series—with Chevy, and potentially other brands, along for the ride.
—Posted by T.L. Stanley