Electric Sheep Partners With Mark Burnett and Launches a New Millennial-Focused Website: TheUpperCut.TV

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Jul 08, 2014, 07:30 ET

NEW YORK, July 8, 2014 /PRNewswire/ --

Electric Sheep, the multi-channel online video network, is launching a classical boxing-centered site targeted for millennial males - TheUpperCut.tv.

Developed with "One Three Media" (a Hearst/Mark Burnett Company), the TheUppercut.tv presents a primetime TV show starring Sylvester Stallone and Sugar Ray Leonard. The site also showcases classic videos of legendary boxing champions and fights.

TheUppercut.tv manifests Electric Sheep's curation-approach for multi-channel destination sites - offering users a new immersive experience and a complete video ecosystem - developing audience extension via a reach matched only by broadcast TV (this represents hundreds of millions of views each month). This broadcast-like reach is achieved by using HIRO Media's advanced syndication monetization platform for professional online videos - which streamlines and optimizes video syndication in a network of over 50,000 sites.

More than any other site, TheUppercut.tv offers an entire content ecosystem for men to do "man stuff." Alongside prime boxing-content, the site features workout and fitness tutorials, as well as lifestyle tips for the real man.

Millennial men are image conscious and are just as concerned about their appearance and wellbeing as women. Millennial men crave "retro sexuality" - harkening back to a time of the real man. TheUppercut.tv fulfills this need.

With gender divisions getting blurry, some men (especially millennials) are looking to the past for inspiration on style and skills, from generations where male identity was more distinctively expressed. (JWT State of Men 2013)
53% of millennials say: "There aren't many opportunities to do guy's stuff anymore [even though they would like to]." (JWT State of Men 2013)
As people continue to debate the cost of "progress," we can be sure many consumers will continue to fight hard to keep at least one foot in a previous era. (HAVAS sport 2014)

"We are very excited to partner with Electric Sheep to bring The Contender franchise to a new generation of viewers online," said Patrice Choghi, vice president of International at One Three Media, who brokered the deal with Electric Sheep. "Nearly ten years after the franchise's initial launch on U.S. network television, The Contender series is still the definitive boxing program for fight fans who crave high drama with unwavering credibility."

"We are extremely excited about the launch of TheUppercut.TV site," said David Balsar, co-founder of Electric Sheep. "It's our best creation thus far. The UpperCut.TV encapsulates a high-impact, "men's world," attractive content. In our constant quest to bring the best TV content to our viewers, we're proud to join forces with One Three Media and their primetime TV show The Contender."

About Electric Sheep

Electric Sheep is the new kid on the multi-channel-online-video block. It operates a variety of leading channels whose content focuses on music, sports, fashion, and teen drama. Its multi-channel destination sites offer users a new immersive experience and a complete video ecosystem; consequently, this provides Electric Sheep's clients with superior audience extension and reach matched only by broadcast TV - say "hello" to hundreds of millions of views each month.

About Mark Burnett

Five-time Emmy Award winner Mark Burnett has produced more than 2,400 hours of American television programming, which regularly airs in more than 70 countries worldwide. Currently, Burnett's network series include Survivor (CBS), The Voice (NBC), The Celebrity Apprentice (NBC), Shark Tank (ABC), and Trust Me, I'm a Game Show Host (TBS). Burnett is one of very few producers to have had a renewed series on each of the four major networks and to have had multiple series win their time slot on five nights of television in the same week. Additionally, Burnett, alongside his wife Roma Downey, executive produced the Emmy nominated 10-hour miniseries The Bible, which premiered on History Channel in March 2013; the series has garnered 100 million viewers in the U.S. and is currently airing internationally. Mark's television profile includes a strong presence in award show franchises: he's produced the MTV Movie Awards, the People's Choice Awards, the Video Game Awards, and the Primetime Emmy Awards. In addition to television, Burnett and his wife Roma Downey released the feature film Son of God with 20th Century Fox, which grossed 50 million in its first three weekends. He is currently reviewing scripts on A.D., his next scripted series for NBC set to debut in 2015. TIME Magazine named Mr. Burnett one of the world's most influential people, and he is also listed as TV Guide's most valuable player. He has won BRANDWEEK'S Marketer of the Year Award, The Brandon Tartikoff Legacy Award, the PGA Norman Lear Award, and the prestigious ROSE D'OR FRAPA Format Award. Burnett was inducted into the Broadcasting and Cable Hall of Fame in 2010, and was honored with a star on Hollywood's Walk of Fame. He served two elected terms on the Board of Directors for the British Academy of Film and Television Arts in Los Angeles.