Hearst has stepped up its already-aggressive digital strategy for targeting millennials. Wednesday, the company announced it’s reached a partnership agreement with Verizon to create, develop and distribute mobile content for the highly coveted audience segment.
Details on the partnership are still limited, but in a release, Hearst revealed the roll out will begin with two channels, RatedRed.com and Seriously.TV. RatedRed.com will be a multiplatform digital video channel that will feature news, documentaries and scripted and unscripted series. Seriously.TV will focus more on light, comedic content, with multiple daily updates. Both channels are expected to go live prior to NewFronts in May.
“Hearst has invested in some of the most robust Millennial-focused digital video networks—from BuzzFeed and Vice to AwesomenessTV and Complex—and we are excited to add Verizon as a partner to continue to build and invest in this space,” says Neeraj Khemlani, co-president of Hearst Entertainment & Syndication, in a release. “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.”