MUMBAI: TViTrue, which positions itself as the first user-created online ad platform has partnered with US broadcaster TBS.

ViTrue will create an online community, Funny or Not? This will enable TBS viewers and enthusiasts to create, produce and upload their own funny videos using ViTrue’s platform and tools. Funny or Not? will be available to viewers at tbs.com from next month.

TBS says that it is embracing the digital world by bringing its 'very funny' programming to the internet in unique ways and providing viewers with comedy content in many forms. Funny or Not? is TBS’s first entrance into the user-generated content space. ViTrue’s technology will allow the TBS audience to fully become part of the TBS experience and engage with TBS at a previously unimagined level, through full-featured user-generated content creation that respects—and is truly a part of—the TBS brand.

TBS and TNT senior VP branding and network strategy Jennifer Dorian says, "As TBS continues to build its online presence, especially in terms of broadband entertainment, we are focusing on ways to engage our audience of comedy lovers in new and exciting ways.

"ViTrue provides us with an engaging technology platform that enables viewers to interact with our brand in a compelling way, while also being in line with TBS’s views regarding the protection of copyrighted material online."

TBS says that it has a strong, loyal television audience and its website is attracting a growing following, as evident by the recent response to veryfunnyads.com, which is receiving an overwhelming response from TBS viewers. TBS’s contemporary attitude and funny programming has made it a leading cable network brand that has both benefited from and continues to drive innovative and out-of-the box marketing.

ViTrue founder and CEO Reggie Bradford says, "ViTrue provides TBS with a one stop shop for user created video, through which the network can connect directly with its audience and have them participate in creating the next generation of original comedic content.

"Our ready-made platform will allow TBS’s Funny or Not? plans to be realized quickly and efficiently, while also ensuring the protection of copyright owners."