Endemol Beyond Officially Unveils Beyond Comedy Hub, ‘SHFTY’ Comedy Series
Endemol Beyond USA, the digital channels network funded by Endemol North America, has officially announced the formation of its new Beyond Comedy hub, as well as the premiere date of its first original comedy series, “Super Happy Fun Time, Yay!” (“SHFTY.”)
As previously indicated, “SHFTY” will feature sketch comedy videos, prank and parody clips, and celebrity interviews. The cast is headlined by four of the biggest creators on Vine, Brandon Calvillo, Brittany Furlan, KC James, and Klarity, all of whom combine to reach more than 12.5 million fans on the six-second video platform. Other Vine stars, including Alphacat, Ry Doon, Sunny Mabrey, Rudy Mancuso, Marlo Meekins, Jason Nash, Simone Shepherd, and Olivia Sui, are also set to appear.
(UDPATE: Of note, while the Beyond Comedy channel has a lot of “SHFTY,” branding on the channel right now, Endemol Beyond confirms that “SHFTY” is the first of multiple shows the division plans to launch on the channel.)
Part of the strategy behind the Beyond Comedy channel is to open a door for emerging talent to non-digital platforms, according to Endemol Beyond USA president Will Keenan. “Given the resources and competitive advantage that television producing powerhouse Endemol offers for content endeavors like this, ‘SHFTY’ has the potential to become a springboard for this talented cast who got their start in the digital space, to expand beyond the digital platform,” he said.
“SHFTY” will premiere in April with Christiano Covino, founder of viral video ad agency Mischievious Studios, producing. Covino has signed on to produce an initial order of 48 episodes for Endemol Beyond USA. The plan is to release four new episodes per week.
Endemol Beyond’s multi-channel network currently has a reach of more than 250 million views per month. The division recently announced a deal with kiddie-rapper MattyB to develop original content across multiple formats. This followed content partnerships with “traditional talent” such as Courtney Love and Pitbull.Tags: Alphacat, Brandon Calvillo, Brittany Furlan, comedy, Endemol, Endemol Beyond, KC James, Klarity, sketch, Vine, Will Keenan