Every company wants to be its own storyteller. Few have succeeded.
Camera maker GoPro wants to make its own videos, in-house, to promote its grabbable, portable little cameras. The company poached Charlotte Koh, the former head of Hulu's original series division.
Lots of companies these days want to make their own media as a way of connecting with customers outside of regular advertising. Red Bull has been among the most successful at this, having built out its own sizable operation that churns out video, a print magazine and even music from an in-house record label.
[seealso slug=http://sale-online.click/2015/07/06/gopro-hero-4-session-review/%5D%3C/p%3E%3Cp%3EGoPro has made it no secret that it wants to head in the same direction. More than a year ago, its head of content distribution publicly discussed its content ambitions, backed up by partnerships with organizations like the National Hockey League and ESPN.
The hiring of Koh marks an escalation of tha strategy, with Koh telling Variety that the company is focused on documentary-style video meant for digital distribution at first, but with a possible extension into traditional shows on TV "on the table."
In addition to promoting the company, these efforts can also be lucrative. Red Bull's Formula One team is reportedly now worth around $640 million.