AOL's Cambio budgets big for original content

Cambio isn't a household name amongst most adults, but your tween may be familiar with it. Now AOL's interactive entertainment site is hoping to boost its Q factor with some high profile partnerships and a warchest earmarked for original programming.

The site re-launched today, announcing partnerships with several industry heavyweights including Mark Burnett, Warner Bros. Digital Distribution and Dolphin Digital Media. And while the Burnett relationship might turn the most heads, it's the Dolphin Digital one that could have the biggest impact.

The company and Cambio have launched an exclusive content deal, which will result in 4-6 scripted Webisodic content programs per year, with an annual budget of $10-$12 million.

In the meantime, Burnett (best known as the creator of reality fare like Survivor and The Apprentice) will switch gears to develop a series of comedic video shorts based on CliffsNotes Literature Guides. "Charlie's Angels" director McG will exec. produce the first Dolphin Digital contribution, entitled "Aim High," a six-episode series about a high school student who's a spy on the side.

Cambio's traffic has been falling precipitously over the past year- losing more than half of its monthly visitors - but execs hope the infusion of talent and cash will help right the ship.

"With Dolphin Digital Media, Warner Bros. Digital Distribution and Mark Burnett's stellar reputations in providing quality entertainment content, we believe they'll help catapult us to become the eminent destination for teens and young adults," said Nathan Coyle, General Manager of Cambio and former digital media agent at Creative Artists Agency.