“It’s the dawn of a new era of video brands for the next generation of viewers and in Verizon, we have found a partner with unparalleled ad, video and mobile technology that will accelerate the launch of new digital video channels for this mobile-first audience”, said Neeraj Khemlani, co-president of Hearst Entertainment & Syndication.
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The venture brings together two companies that have been investing in digital outlets experimenting with new formats as the media business evolves.
The “initial” channels will be distributed across Verizon’s go90 app, AOL, which Verizon acquired past year, and other distribution platforms, as well as through third-party networks and licensors, per a statement. Whether Verizon can differentiate its video services through original, made-for-mobile content is far from clear, however.
“As our platform for distribution expands, we wanted to shepherd the growth of these digital channels”, said Brian Angiolet, Verizon’s senior VP of consumer product and marketing. RatedRed.com is described as a channel for “millennials from the heartland” and will offer content – everything from news to scripted series – that addresses topics such as food, outdoor life, military affairs, politics and faith through their lens. Seriously.TV will provide daily “comedic news updates” delivered at times “when younger viewers are turning to their phones instead of late-night programming for their take on world events”, the JV said.
The joint venture is the latest addition to an increasingly crowded streaming market, with cable stalwarts like HBO and Showtime offering their content to consumers without cable subscriptions.
AOL will handle pre-roll and mid-roll ad sales for the new channels, according to The Wall Street Journal, while branded content opportunities are also in development.
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For its part, Hearst has been an active investor in digital properties, owning stakes in Buzzfeed, Vice, and AwesomenessTV.
