Dive summary:
- Former Time Inc. CEO Laura Lang said the company would roll out a digital video unit including new studios and programming; nearly a year later and with a new CEO, the unit is finally launching.
- J.R. McCabe, Time's senior VP of video, wanted to focus on specific content areas, like live programming and franchise-based shows, to help set Time Inc.'s content apart from competitors.
- In addition to new content, like Sports Illustrated's "SI Now" and "Pro Football Now," McCabe's plans include widely distributing the video content; Time Inc. already signed deals with AOL On Network, Alloy Digital, NewsLook and NDN, and created a production team focused solely on YouTube.
From the article:
"The distribution pacts are a major draw for advertisers, which, according to McCabe, have 'constantly' asked for more video content. Ford Motor Co. made one of the first major buys, signing on as presenting sponsor of SI Now. 'When there’s something unique like the live show that SI is doing right now, which brings value to their consumers and shows a commitment on their part, we want to be a part of it,' said Ford and Lincoln digital media manager Erica Bigley."
