Dive Brief: 

• Messaging app Tango is expected to launch Tango Channels — a program that allows media partners to sponsor their own brand channel — this summer.
• Already signed up for Tango Channels are AOL Huffington Post, Spotify, and TechCrunch. 
• About 50 brands are expected to be signed up by the launch, which will include five brand categories: entertainment, news, lifestyle, sports, and music.

Dive Insight: 

Tango Channels are offering a way for brands to both market to users and run advertisements on their channels. What will be most interesting to discover is whether users will be interested in following the branded channels. Other platforms have had success with using brand pages and channels, so it's not unlikely that the plan will work — but only time will tell.