Internet service provider AOL has launched a lighthearted morning news show produced by Ben Silverman's digital prodco Electus.
AOL Daybreak debuted on the AOL homepage last week in the US fronted by actress and web journalist Lindsay Campbell, who is best known as presenter of finance-focused comedy brand Wallstrip, which was acquired by CBS for US$5m in 2007.
Network news veteran Diane Masciale (Good Morning America, Today Show) is senior executive producer, with Wallstrip creators Adam Eland and Jeff Marks also onboard as exec producers. They said they wanted AOL Daybreak to "reinvent the TV morning show format" for the web.
Electus was launched earlier this year backed by internet company InterActive Corp, under former NBC Universal chief Silverman. It has cloased a string of production deals, including one in October to create content for News Corp-owned social media site MySpace.
AOL has also been stepping up its activities in the web content department, tying up with Michael Eisner's Vuguru on a series of 90-minute scripted shows, while new programmes You've Got and The One recently went live on AOL.com.