TIME aims to cover 'the new famous' with mobile video platform
LOS ANGELES -- Time Inc. wants to be instant -- and mobile -- when it comes to coverage of the digital space.
The media company said Tuesday it will launch INSTANT, a mobile-first, all-video platform "by and about the new famous," meaning digital celebrities from YouTube, Snapchat, Instagram, YouNow, Vine and other platforms.
Time media brands People, Entertainment Weekly and HelloGiggles will serve as launch partners, helping with programming and audience strategy initiatives.
You May Also Like
“Time Inc. is very excited for the launch of INSTANT, and PEOPLE, Entertainment Weekly and HelloGiggles are the perfect brands to help launch this tremendously future-leaning platform dedicated to an exciting new generation of creators,” Rich Battista, President of the Time Inc. Entertainment & Sports Group, said in a statement.
Content for the platform -- a native and branded advertising-driven product -- will be created by the INSTANT team and also by digital influencers with their own followings.
The platform comes as more in the digital space partner up with go90 to leverage mobile viewing.
In 2016, research firm eMarketer estimates U.S. adults will spend an average of more than 3 hours per day on mobile devices, excluding voice activities. The firm's research suggests Millennials are also the most active video viewers of any U.S. age group.
Time Inc. plans on giving viewers a "first look" at its new platform at VidCon, held in June in Anaheim.
Have something to add to this story? Share it in the comments.
Saba was a Los Angeles-based reporter who covers all things digital entertainment, including YouTube, streaming services and digital influencers. Prior to that, she spent two years at the Los Angeles Times covering entertainment for the Calendar and Company Town sections. Saba grew up in Santa Monica and graduated from Boston University with a B.S. in journalism and B.A. in political science. When not reporting, she is usually binge watching shows online or looking for new coffee shops to frequent.
