NBCU Preps Original Web Series

UNIVERSAL CITY: The original web series Dial Star, featuring 90210‘s AnnaLynne McCord, is being developed exclusively for AT&T by NBC Universal Digital Studio and MEC Entertainment for a debut later this month.

The 10-episode series will be available across NBC Universal out-of-home broadcast platforms, VOD and electronic sell-thru; AT&T mobile handsets, AT&T U-verse TV and ATT.net; and will be promoted across AT&T Share on Facebook. Further to the online episodes, viewers can interact with Dial Star through interactive blogs, text messaging and social media channels.

Aury Wallington (Sex and the City, Veronica Mars) has signed on as writer. Fred Gerber (Desperate Housewives, 90210) is directing. Bonnie Fuller’s HollywoodLife.com will serve as an integrated marketing partner. AT&T, which serves as the official sponsor of the series, will incorporate the company’s exclusive wireless devices into the series.

Alongside McCord, the series will feature appearances by Jesse Metcalfe (Desperate Housewives), Ashley Newbrough (Privileged), Clint Howard (Apollo 13) and designer Randolph Duke.

"As the leader in original digital entertainment with brands, Dial Star proves yet again that world-class brands and leading networks and studios can come together seamlessly to provide incredibly entertaining content for viewers," said Cameron Death, the VP of NBC Universal Digital Studio. "Delivering broadcast-quality content at massive scale is imperative if we are to further blur the lines between traditional and new media productions—and Dial Star does that better than anything the web has seen to date"

Chris Schembri, the VP of AT&T Media Services, added: "Dial Star is an exciting way to inspire consumers to connect with the new AT&T Rethink PossibleSM brand and our mission to push the limits of what’s possible while showcasing the products and technology we deliver that keep consumers connected to the people and things that matter most. We are excited to work with both MEC and NBC on this innovative form of storytelling and look forward to sharing it with consumers this summer."

"The chance to work with Dial Star, NBC and AT&T is an exciting way to integrate and showcase the HollywoodLife.com brand," said Bonnie Fuller, the president and editor-in-chief of HollywoodLife.com. "We are thrilled to have the opportunity to create online content that parallels the new digital web series and help build an engaged audience with compelling editorial."