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Sony's Crackle is tapping some A-list TV talent to help pull TV ad dollars online.
The streaming video service will announce a new program called "Tightrope" from Emmy-winning "Breaking Bad" star Bryan Cranston during its NewFronts presentation on Wednesday, according to people familiar with the matter.
The service has also signed NBC's "Football Night in America" anchor Dan Patrick to host "Sports Jeopardy" and a program called "Throwaways" with Oscar-nominated actor Jeremy Renner, the people said.
It is unclear when the programs will debut or whether Mr. Cranston and Mr. Renner have signed on as on-camera stars. Last year Mr. Cranston signed a deal with Crackle's sibling company Sony Pictures Television to develop and produce new shows.
Sony Pictures Television had teased the return of "Sports Jeopardy" earlier this year with the February launch of a mobile app for the sports-themed game show. Sony had partnered with ESPN in 1999 to release a "Sports Jeopardy" game.
A Crackle spokesperson declined to comment on Tuesday.
Crackle may not carry the same high profile as other ad-supported streaming video services like Hulu, but its stars do. Jerry Seinfeld's original series "Comedians in Cars Getting Coffee" is considered by media buyers to be one of the more successful online shows. Sponsored by Acura and featuring guest stars like Tina Fey and Chris Rock, the show had received more than 25 million views as of January. Crackle has streamed 24 episodes of the series and already picked it up for a fourth season.
Crackle also plans on Wednesday to present concert series "Playing It Forward." Produced by "Ironman" star Robert Downey Jr.'s company Team Downey, the show was first announced last November but has also aired one episode, which featured Grammy winner John Legend.