The Fine Brothers and Nick Cannon Adapt ‘React’ Franchise for Nickelodeon in Pilot Deal

/ Feb 19, 2014

FineBros2

Benny and Rafi Fine, YouTube creators known as The Fine Brothers, are developing a show for Nickelodeon based on their popular “React” franchise.

According to multiple sources familiar with the plans, the Fine Brothers partnered with Ncredible Entertainment, a multi-platform production studio founded by actor/musician/producer Nick Cannon, to produce a pilot for a half-hour comedy show for Nickelodeon.

The show, which we’re told is either titled “React to This” or “React to That,” is based on a series of videos the brotherly duo already produces on YouTube. In these videos, the Fine Brothers film people from various age groups — kids (“Kids React”), teens (“Teens React”), the elderly (“Elders React”) — responding to a popular or trending viral video clip. For instance, there exists “Elders React” episodes of old people watching Ylvis’ “The Fox” and the phenomenon known as “twerking.” These videos consistently get millions of views on YouTube.

Per sources, a pilot for the TV version of “React” has already been produced. One source claims that Nickelodeon plans to pick up 13 episodes.

The Fine Brothers, who have more than 7.2 million subscribers on YouTube, are repped by WME and currently networked with Fullscreen.

The duo signed with Fullscreen in December of 2013, with an eye toward producing projects for platforms other than YouTube, including television.

At the time, Fullscreen CEO George Strompolos told Variety: “We look at the Fine Bros. as top-tier showrunners of the YouTube generation…They have the audience, the fan base and the proven track record, so we’re very much interested in developing programming with them for the internet and TV.”

It’s unclear at the moment if or how much Fullscreen is involved with the Ncredible/Nickeloden deal.

That said, Strompolos’ characterizations of the brothers as “showrunners” is accurate. The duo produces the multi-season “MyMusic” transmedia show. If you take away the program’s various social elements, it’s also available to watch in a TV-length episodic format.

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