The largest mobile operator in the US, Verizon has formed a joint venture(JV) with Hearst to develop digital video programming targeting the mobile millennial audience. The partnership which comes on the heels of its acquisition of AOL and the launch of its own Over-the-Top(OTT) mobile video service go90, will focus on developing a portfolio of content to capitalize on the forces transforming the mobile ecosystem.
The venture, which will be known as Verizon Hearst Media Partners will pair Verizon’s leading technology and Hearst’s digital video content and production capabilities to develop two initial channels of video programming to be distributed across go90™, AOL and other distribution platforms, as well as through third-party networks and licensors.
The venture will initially launch two channels: RatedRed.com and Seriously.TV. RatedRed.com will be a multiplatform digital video channel for millennials from the heartland, offering this audience a brand of their own, with a lens on the world via news updates, documentaries and scripted and nonscripted series across topics like music, food, outdoor life, military affairs, politics and faith. Seriously.TV will be a multiplatform digital video channel offering comedic news updates throughout the day at a time when younger viewers are turning to their phones instead of late-night programming for their take on world events.
Brian Angiolet, Verizon’s senior vice president of consumer product and marketing
Verizon Hearst Media Partners represents the next step in the development of our media strategy, which is focused on disruption that is occurring in digital media, content distribution and ad tech, and involves building a video platform for digitization, formatting, delivery and commerce," said .
Neeraj Khemlani, co-president of Hearst Entertainment & Syndication
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.
