YouTube’s plans for big-budget programming sponsored by advertising are becoming known. As expected, business concept is branded entertainment, giving advertisers the opportunity to associate themselves with a program from its inception and possibly to integrate their products into the programming content.

Pitch proposals obtained by Advertising Age show involvement from production companies including Endemol and Electus, the production company founded in 2009 by Ben Silverman in partnership with IAC. Silverman formerly was co-chairman of NBC Entertainment and Universal Media Studios, and CEO of Reveille, in which role he executive produced programs like The Office, Ugly Betty, The Biggest Loser and The Tudors.

The top price tag – $9 million – is on a live Lady Gaga concert in New York. That package comes with co-sponsorship by Samsung, streaming on YouTube and Vevo, and a presence on Lady Gaga’s YouTube channel and Facebook page.

Endemol is co-producing Dream Makers, a series starring Kobe Bryant that rewards outstanding young people by making one of their dreams come true. YouTube has priced this sponsorship opportunity at $1.7 million for an exclusive on a short run of five-minute episodes. The Incubator, a series from Electus, is 36 short webisodes on which advertisers can get a six month exclusive for $3.5 million.

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