Meredith Breaks Into Celebrity Content With Video Partnership
CelebTV to deliver daily videos to companyâ€™s DivineCaroline site.
With reports showing that more than 100 million Americans watch online video contentÂ on an average day, itâ€™s no surprise thatÂ MeredithÂ is expanding its offerings in this space. The company has formed a strategic partnership with the digital entertainment network CelebTV to feature daily, original HD videos on Meredithâ€™sÂ Divine CarolineÂ website beginning this week.
â€śThis represents a continued growth for us in content delivery,â€ť says J.R. McCabe, Meredithâ€™s vice president and chief video officer. â€śWe look at ourselves as a media company for our consumer, so our goal is to deliver content that will matter to her and her life. This is us expanding our offerings so when she comes to consume content with us she can get more than she did beforeâ€”thatâ€™s the core essence of this.â€ť
Until now, Meredith did not produce content in what McCabe calls the â€ścelebrity space.â€ť Additionally, according to McCabe, Meredithâ€™s research shows that its consumers have been searching sites like DivineCaroline.com for video content, making the new partnership fulfill two needs.Â
â€śWe also know that as you look at the media industry at large that the consumption trends are clear that site, sound and motion are an integral part of what people are consuming,â€ť he says. â€śWe wanted to add those elements to our contentâ€”Meredith has made a great commitment to content creation and distribution of video.â€ť
Under the agreementâ€”the terms of which the company declined to discloseâ€”CelebTV will provide timely videos on everything Hollywood, including breaking news, celebrity style, body and diet, couples, babies, movies and television news.
DivineCaroline.com is a membership-based entertainment network that â€ścombines real voices with guided editorial and the dynamism of an online community,â€ť its website says. The site is part of the Meredith Womenâ€™s Network and receives roughly 1.7 million monthly unique visitors.
â€śOne of the fastest growing areas in the industry is ad sales in the digital market,â€ť adds McCabe. â€śIn addition to our core, which we donâ€™t want to stray from, this is one of the places we see as a growth area. This supports our strategy of continually delivering content but also delivering an opportunity for advertisers to reach our consumer. Itâ€™s definitely part of our long term strategy for our sites.â€ťÂ