Time Inc. partners with Jay-Z and other celebs as it launches 11 new shows to draw more video engagement
Time Inc. is introducing 11 new shows across brands in an effort to bolster its company-wide digital video initiative.
At its NewFront presentation in NYC today (30 April), the publisher announced a number of new series including ‘A Year In Space’, which tells the story of astronaut Scott Kelly’s year at the International Space Station; ‘40/40 Live’, is a collaboration with JAY Z’s Life + Times and hosted by WNBA point guard Skylar Diggins that tells the stories of famous athletes, musicians, and other stars; and ‘Andi’s Apple’, which features former bachelorette Andi Dorfman as she kicks off her single life in NYC.
Others include: At the Table, Black Girl Magic, Building Hope, Popography, SI Films, Social Currency: The New Famous, The Bullseye, and The Next Star Stylist.
During the presentation, senior vice president of video at Time Inc. JR McCabe told the audience that 22 of the company’s US brands are producing original video content.
The company also said its videos have seen 78 per cent growth in unique visitors year-over-year, with total streams per viewer increasing 233 per cent year-over-year.
Since its last NewFronts presentation in 2014, Time Inc. has garnered 1 billion video views on its numerous sites.
In addition to show announcements, the publisher also announced that it will be partnering with Amazon, CBS Local Digital Media, Gannett, and others to expand the reach and scale of its video network.
Brands under Time Inc.’s umbrella include People, Sports Illustrated, InStyle, Time, and Southern Living.
Sign up for The Drum's Daily US newsletter to keep up with the latest in American marketing and media