Yahoo is partnering with Live Nation Entertainment to stream one concert a day on Yahoo Live, the company announced at its Digital Content NewFronts Presentation on Monday.

Live Nation produces 20,000 shows a year, so streaming one a day is “just the beginning” said Michael Rapino, CEO, Live Nation Entertainment.

“The most important part is to get artists to participate. It’s got to be quality, it’s got to be consistent,” Rapino said. The concert producer was looking for a distributor that had eyeballs and reach necessary to make a program successful, and they found the right partner in Yahoo, he added.

Kellogg’s is on board as the first sponsor on the Live Nation channel, said Kathy Savitt, CMO at Yahoo.

A spokesperson for Yahoo Canada says content announced yesterday will be available in the country, but separate pieces from what is in the US won’t be created at this point.

The Yahoo presentation was opened by CEO Marissa Mayer (pictured). Announcements are being made throughout the evening, including another Yahoo Live initiative — a partnership with the NFL to bring a new digital experience, NFL Now, to Yahoo Sports. It will feature instant highlights of in-progress match-ups, live stats and live analysis.

Live programming wasn’t the only topic on Yahoo’s agenda: the company also announced a half-hour comedy series called Sin City Saints — a behind-the-scenes look at a fictional Las Vegas pro basketball team, executive produced by Michael Tollin (Varsity Blues). “Just the right amount of wrong” is the tagline on the series, introduced at the NewFronts presentation by Tollin and Minnesota Timberwolves’ Kevin Love. It’s directed by two-time Emmy nominee Bryan Gordon.

Another new comedy is Other Space, a galactic adventure set in a universe far stranger and more dangerous than ours, from three-time Emmy nominee Paul Feig (Freaks and Geeks, Bridesmaids, The Office).

From Stream Daily