Meredith Announces Partnership to Reach Female Millennials on TV
Syndicated program "OK! TV" to be rebranded as "Celebrity Page," featuring content from across Meredith's portfolio.
Meredith Corporation is the latest publisher to up the ante for reaching millennials through video. The company announced on Tuesday that it has reached a partnership agreement with Unconventional Studios, producer of the nationally syndicated television show “OK! TV.”
“OK! TV” airs Monday through Friday on over 150 channels nationwide, which accounts for about 80% of TV-watching households. With the Meredith partnership, the show title will be rebranded as “Celebrity Page” and will feature content integrations from Meredith’s entire portfolio, which includes Shape, Better Homes and Gardens, Martha Stewart Living, Parents and more.
“Celebrity Page” will continue to air in the same spots as “OK! TV” but will also extend distribution into Meredith’s digital network, which purportedly reaches 82 million monthly unique visitors and 26 million millennial women.
The partnership also includes other content sharing possibilities. And, Unconventional Studios will have access to Meredith’s New York video studio for daily production.
Further, a company spokesperson tells min that this partnership will explore “a number of revenue sharing opportunities that will benefit both companies.”
It’s no surprise that Meredith is focusing on the female millennial segment. The company is already amongst the largest publishers of women-focused content, but they are also keeping in step with competitor Time Inc., who has been bullish on attracting millennial women over the past several months.
“Millennial women are our fastest growing audience segment and we want to ensure that we continue to produce content that resonates with them,” Marc Rothschild, SVP, Meredith Digital, says in a statement. “This partnership will provide our editors with daily access to compelling lifestyle and entertainment content, and provide our brand partners with additional opportunities to reach our desired audiences through digital video, experiential and branded content experiences.”