Condé Nast launches online TV shows

Condé Nast has unveiled the first in a raft of original programs to be based on its brands with the launch of online shows for GQ and Glamour as it looks to build further revenue streams beyond its magazine and website portfolio.

CondeNastVogue-PRoduct-2013
Condé Nast is to launch programmes based on brands such as Vogue and Vanity Fair every quarter.

The publisher is distributing the shows across the web, IPTV and tablet devices via its digital network in a bid to expand the reach of its brands. Both series already have multiple episodes available to stream with updates to be added each week.

Procter & Gamble, Microsoft and Mondelez are the first advertisers to back the platform and others are expected in the coming weeks.

Programmes based on other Condé Nast brands including Vanity Fair and Vogue will roll out every quarter, while additional GQ and Glamour branded shows are also planned.

The publisher’s entertainment division is leading the video drive which comes a year after it hired two senior executives to help develop film and TV projects.

Dawn Ostroff, president of Conde Nast Entertainment, says: “Consumers will now be able to view and share authentic Condé Nast video series across all platforms, in easily-accessible ways.

The video platform is the latest step in the publisher’s charge towards building multi-channel strategies across its brand portfolio as print circulations across the industry continue to decline. Last year it launched a fashion school under its British Vogue title and also set up a technology consultancy via its Wired brand.

Ostroff adds: “With the launch of our digital network, featuring programming inspired by the exceptional Condé Nast brands, we are creating more ways for our unparallelled audience of influencers and trendsetters to experience their favourite content.”

Rival publishers are also pursuing similar opportunities around online video as they look to offset declining print revenues. Hearst launched YouTube channels for its women’s titles and auto focused brands last year, while Playboy launched a drama series in 2011 called the Playboy Club.

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