Verizon and Hearst Partner to Create Online Video for Millennials
RatedRed.com will target young adults in the heartland, while Seriously.TV will offer news-based humor clips throughout the day.
How are millennials going to find time to watch all the video coming their way? The latest project to target young adults is a partnership between Verizon and Hearst, which will create videos for Go90, AOL, and other destinations including third-party licensors. The goal is to combine Verizon's technology with Hearst's video content and production.
The partnership will be called Verizon Hearst Media Partners, and will start by creating two video properties: RatedRed.com and Seriously.TV. RatedRed.com will specifically target millennials from the heartland, and is a lifestyle property with content about music, food, the outdoors, the military, politics, and faith. It will include news updates, documentaries, and a mix of scripted and non-scripted series.
Seriously.TV will be a comedy destination, one that provides the same type of humorous news updates that viewers get from late-night TV shows.
Verizon and Hearst say that both properties will be online in time for the 2016 newfronts, which take place in early May. Hearst is holding a newfront this year, as is AOL which is owned by Verizon.
"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," says Neeraj Khemlani, co-president of Hearst Entertainment and Syndication.
The two companies haven't announced how much money they're investing in the partnership.
The streaming service will launch on iOS and Android on Thursday, providing a millennial-oriented, mobile-first take on OTT video.
Go90 viewers will soon be able to watch daily NBA highlights and some exclusive content, and purchase access out-of-market games.
In the "72-Hour Challenge," Verizon and Digiflare created mobile and set-top apps for media organizations at a breakneck pace.
At Streaming Media East, Verizon Digital Media Services acknowledged that TV still provides a better experience for live events, and latency is an issue.
Does Verizon have a game plan? The chaos coming out of its video division suggests a mad scramble for Gen Z viewers, but no real results.