MSN moves into TV comedy as part of content drive

LONDON - MSN Entertainment has commissioned a UK comedy pilot called Kangaroo Court, to be created by the marketing agency Collective.

Ashley Highfield: developing TV content for MSN
Ashley Highfield: developing TV content for MSN

The show is described as a cross between 'Judge Judy' and 'Animals Do The Funniest Things'. It will feature real disputes between people being solved by animals.

If the pilot is a success, MSN could commission Collective to create a website and mobile applications for Kangaroo Court as well as online and console games.

Collective won the commission after taking part in the Content360 competition held at this year's MIPTV, the annual television production conference.

MSN signified it would move in to creating entertainment after it hired Ashley Highfield as UK managing director in February this year. Highfield was a veteran of digital services at the BBC, where he launched iPlayer. He was also in charge of Project Kangaroo, the TV joint venture between BBC Worldwide, ITV and Channel 4 before it was blocked by the Competition Commission.

MSN is currently working with the media buying agency GroupM to look at ways of monetizing long-form video content online.

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