In an effort to reach consumers in a multi-platform environment, Hearst Magazines has announced that the company will develop two new online video channels through YouTube. Hearst is one of among several publishers including Meredith and Rodale to roll out a plan to take advantage of the new space, which was made public on Friday.
"Today we’re announcing that even more talented creators and original entertainment will soon join YouTube’s existing channel lineup, including channels created by well-known personalities and content producers from the TV, film, music, news and sports fields, as well as some of the most innovative up-and-coming media companies in the world and some of YouTube’s own existing partners," a blog post from YouTube says.
The company’s goal with this channel expansion is to generate more diverse ranges of Internet entertainment with YouTube–according to news reports, there could be more than 100 total YouTube channels that are expected to generate at least 25 hours of new programming a day. This YouTube expansion, which is part of the GoogleTV initiative, brings incentives for content creators: prospective revenue dividends will likely be very valuable since Google is planning to share as much as 55 percent of the revenue generated from advertisers.
Hearst branded programming will first be available on the automotive channel with content from Car and Driver, Road & Track and Popular Mechanics. On the fashion and beauty channel, Hearst plans to bring content from Cosmopolitan, Harper’s Bazaar, Marie Claire, Seventeen and RealBeauty.com.
These new video packages and channels from YouTube will start rolling out this November; Hearst will begin pushing its new content in 2012. According to YouTube, video content will be accessible on any device that can gain Internet connectivity and all the social features of YouTube, like the ability to share on Facebook or Twitter, will be integrated with the new service.
"We see YouTube as an additional platform for our brands. We’ve actually had brand channels active on YouTube for several years so this is an opportunity to invest in the development of those audiences," says Kimberly Lau, vice president of Business Development for Hearst Magazines Digital. "YouTube is the largest video portal online. Our premium channels will expose us to new audiences and help us engage new fans. The platform and videos will also create opportunities for us to promote our other assets online and offline."
Lau adds that Hearst editors will help drive content throughout the video generation process "in a variety of ways from idea development to on-screen talent."
Video content will partly be developed internally with the company’s digital video studio and production facility-Hearst’s in-house video team has produced a library of over 12,000 videos for a variety of its brands. About 200 hours of monthly video programming already exists on a variety of Hearst Web sites and tablet applications, according to a news release from Hearst.