'Quarterlife' Plays Dual Role

By Staff Published on .

Production: Marshall Herskovitz and partner Edward Zwick, the Emmy-winning creators of television hits including “thirtysomething” and “My So-Called Life,” yesterday debuted “Quarterlife,” the biggest-budget series to be produced for the Web to date. The show, shot for about half of the $2.5 million in production costs associated with an hour of TV drama, premiered on MySpace. After a 24-hour exclusive run there, it will also be housed on Quarterlife.com, a social networking site Herskovitz started. A week after the premiere, the show will be distributed through YouTube, Imeme, Bebo and Facebook. Herskovitz put up the production money for the pilot himself, and private investors and sponsors financed production of the series. Toyota bought advertising on the show on MySpace, and on Quarterlife.com, Pepsi and Target bought ads. Creative Artists Agency brokered the deals and Web development firm 3Jane constructed Quarterlife.com, Herskovitz said.

Results: “Quarterlife” premiered Nov. 11, so it’s too early to gauge how successful it will be in terms of attracting viewers. But already, the fact that it has attracted investors and sponsors establishes the series as a notable development in Web-video entertainment. Herskovitz’s dual ambition with the project, to create a quality series and jumpstart the Quarterlife.com social networking site, makes the initiative unqiue. Herskovitz said he’s been working 14 hour days for months to get the two elements launched. “We will have succeeded if some entity is willing to put up money to make more of these programs on our terms, which is we own it or control it,” Herskovitz said.

-By Greg Baumann
quarterlife Part 1

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With "Quarterlife," film and TV creators Marshall Herskovitz and Edward Zwick are breaking ground in Web video and social networking. Runtime: 9:35.

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