Condé Nast Entertainment Announces Video Hub at NewFront
What does an online video powerhouse do when it has scores of shows scattered across different sites? Create a hub to surface them all in one place. Following a plan that seems modeled on AOL On, Condé Nast Entertainment announced during its 2014 NewFront that it will launch a hub site called The Scene in July. The Scene will also feature content from ABC News, Buzzfeed, Major League Soccer, The Weather Channel, Variety, and Jash.
Condé Nast Entertainment is a new player in online video, but thanks to a deep-pocketed parent company it hit the ground running. CNE announced 11 branded channels at its newfront last year, all modeled on Condé Nast publications. This year, Dawn Ostroff, CNE’s president, trumpeted that those channels have launched over 70 series and amassed nearly 1 billion views, nearly half from mobile viewers.
“In just one year, we’ve put Condé Nast at the forefront of the next wave of digital entertainment,” Ostroff said. “We’re off to a strong start.”
To build on that, CNE will launch three new branded channels this year, for The New Yorker, Bon Appétit, and Lucky. CNE will bring its total number of series to over 100, and will deliver over one billion views in the next year, she said. Speaking to the many advertisers in the audience, she called CNE viewers “upscale, engaged, and influential consumers.”
Some of the new shows being developed for CNE include “I Effed It Up” for Bob Appétit, showing how to prevent ruining a dish; “Shanked,” a “Jackass”-style pranks show for Golf Digest that takes place on the links; and “Most Expensive Sh*t,” for GQ, which shows the opulent, extravagant toys of the super wealthy.
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