MSN Originals promises exclusive online content

Microsoft's latest weapon in the fight against its online rivals was unveiled yesterday as an original content deal with the producers behind The Office and The Biggest Loser TV series.

The project is to be called MSN Originals and Microsoft hopes to attract advertisers for the exclusive video content to be created on site.

A deal with Hollywood production studio Reveille will combine video, interactive community features and editorial to create what Microsoft describes as "unique experiences that will be deeply integrated throughout the MSN network ".

Under the terms of the exclusive multi-project deal, Reveille will create and produce original online programming.

MSN is creating a production fund which Reveille will use to produce pilots and original branded entertainment programming designed specifically for the internet.

Shows that are initially successful online could be extended to other formats, including television and mobile.

"MSN is a leader in creating massive audiences online and in helping marketers effectively reach those audiences," said John Nicol, general manager of MSN.com.

"By partnering with the media industry to add original, interactive, exclusive content to our portfolio, we will drive even deeper engagement with our audience and open up significant new opportunities for advertisers."

Ben Silverman, chief executive at Reveille, added: "We believe in a multiplatform world where the best elements of an idea can be tailored to the attributes of the specific media.

"This enables the audience to have more enriched experiences and advertisers to contextualise themselves in a more profound way."