Brands offered chance to get in on Paramount web drama

LONDON - Endemol has won rights to sell brands the chance to be integrated into a new web TV series called 'Section 8' that gives users the chance to engage in character and plot development, which will eventually be distributed on DVD.

'Section 8' was developed by Viacom's Paramount Digital Entertainment and film production business Gaumont.

Throughout the series each character faces a moment of jeopardy in which users are invited to interact.

The website also offers access to character descriptions, episode discussions and behind-the-scenes content.

It has been picked up exclusively in the US by , but the rights to distribution and brand partnerships outside the US have gone to Endemol.

The companies involved claim 'Section 8' will create opportunities for brands to become deeply integrated into the story. 

When collected together, the series will be redistributed as a full-length feature.

Thomas Lesinski, president of Paramount Digital Entertainment, said: "PDE is continuing its commitment to developing high quality original content for web audiences. 

"For Section 8, Paramount has partnered with top producers and distributors to develop a compelling interactive story on a unique platform that will engage audiences like never before."

Adam Valkin, global head of digital at Endemol, said:  "Section 8 sets a new standard of theatrical quality for an online production.

"The innovation and creativity that has been invested in the project will make this a unique opportunity for our digital and brand partners."

is continuing to lose users to rival social networking site Facebook, according to ComScore figures. MySpace's traffic was down 2% between January and February to 124m unique users, while 's was up 16.6% to 276m.

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