As we expand UH into a resource for the talent community exploring the creative and business aspects of new media, we will post bits of news about what's going out there. Comment, question, send us posts about what you know and what you're doing, and look for the new UH: Artists l Audience l Business in the coming weeeks. -TES

NewTeeVee writes today about UNDER THE ARCHES, a "reality" show that began as a series of short videos online and is now being turned into a "pilot" by a company called Madwood Entertainment.

NYU student Sean Patrick Murray, who created the show, describes it on Facebook as "8 college kids in NYC, the real "Gossip Girl." You can see the 7-minute pilot there or get a taste here on the Gawker post, which described the show as "reality schtick - [all] about the fast-moving-cloud shots, the angsty Z-100 soundtrack and the whiny blond chicks" and creator Murray as "either a complete genius or a total tool."

Murray's spinning the show as a big win. Who knows -- maybe we'll read about a network deal soon. But right now it's still in the experimental phase: according to NewTeeVee, the distribution plan is "to launch a video destination site that will stream ad-supported shows for free" and then “hyper-distribute the show to other video sharing-sites and social networks."

I like that plan to build an audience for the show, but is it the culmination of the strategy, or its beginning?