BREAKING: AOL Puts More Muscle Behind Live Programming - VideoInk
 
 

BREAKING: AOL Puts More Muscle Behind Live Programming

/ Jun 27, 2013

VIW-AOLLive

AOL wants to build an online video platform centered on real-time news stories and live events. In essence, that is what the company is planning around AOL Live, which will live on AOL.com and officially debut sometime in mid-July.

AOL spokesperson Doug Serton tells VideoInk that AOL Live is the result of insights the company has gleaned from HuffPost Live, as well as “live activations” the company launched in the past year around big events like the presidential election, the Grammys, the Oscars, and most recently, and Nik Wallenda’s tightrope excursion over the Grand Canyon.

With AOL Live, AOL is making the argument that real-time content is a driver of consumption, and by extension advertiser demand. What AOL wants to do is provide advertisers with a platform that allows them to “act in real time” and do it at scale. So ideally, if something happens during a live event, an advertiser can move quickly and attach themselves to that conversation. The logistics to do such a thing on TV can get very complicated. AOL is pitching that it’s easier and more seamless to do something like that on AOL Live, and still achieve the scale that advertisers desire.

There is also another goal for AOL: The company wants to promote all of its brands that aren’t The Huffington Post, which obviously has its own, distinct live offering.

“AOL Live will give us a forum to not only showcase that type and breadth of content we offer on AOL.com, but, because AOL Live is still in its infancy, we can still shape it in the form that we think will work,” says Serton.

To do this effectively, AOL Live will most likely be channel-based, instead of a singular live stream. Some of these channels will cater to AOL’s content partners as well as “tentpole events” such as the Grammys or the next thing Wallenda tries to walk over.

As for that casting call AOL held today in New York, those are for hourly news segments AOL Live will air every day. The company is looking for interesting personalities – those capable of delivering news, sports, entertainment, and weather reports. The company is hosting a second casting call tomorrow, which you can watch on the AOL Live section at AOL.com between 5am and 10am.

The way AOL sees it, people already come to its site for trending news stories and topics. Looking at this element of the site from the AOL Live perspective, why not solicit viewer feedback to decide who gets to deliver them the news?

It’s important to note that AOL is still hammering out details when it comes to programming and production, including what times of day content will air.

While the launch date isn’t that far off, it doesn’t seem like AOL is worried. As Serton notes, AOL wants to experiment, at least initially, with AOL Live to see what works: “We are looking to be very adaptable from both a consumer and advertiser perspective.”

Tags: , , , , , , , ,


WSW_05

Web Series Wednesday: Get Through the Week Laughing

Streaming_TV

Streaming TV Devices Are in a Tight Race

vice

Vice News Launches Mobile App on iOS

SillyGIF

EXCLUSIVE: Astronauts Wanted Taps YouTube, Vine Stars for New...

JustForLaughs

Maker Studios Launches New YouTube Channel ‘Just for...

Screen Shot 2014-09-17 at 12.45.51 PM

‘Mystery Science Theater 3000′ Lands on Vimeo

Hello

Maker Studios’ Branded Series Pairs Chocolate with YouTubers

YouTube_Flag

DoubleVerify Taps Veenome to Help Advertisers Avoid Unsafe Videos

iheartradio

iHeartRadio Music Festival to Stream on Yahoo Live

JW Player

JW Player Raises $20M to Build ‘Open Video Ecosystem’

NewsToKnow

Wednesday, 9.17: News to Know

NATPE

NATPE Sets Digital ‘Market Within a Market’ for 2015...

RaceCars

‘Tuerck’d’ Races Towards Its Third Season on...

Ipad

Cinedigm Releases Docurama App on iOS

Chromecast

Google Chromecast Adds Content from Disney, Twitch, DramaFever

wedlock1

Vimeo Acquires Mark Duplass-Starring Comedy Series...

FoxSportsDigital_SportingNews

New Fox Sports-Sporting News Digital Network Tops...

Roku

Roku Hits 10 Million Sales in the US

amazonstudios

Amazon Orders Kids’ Soccer Comedy Pilot

Screen Shot 2014-09-16 at 11.01.58 AM

The Scene’s New Docu-Series Follows Collegiate Porn Star

judd apatow 2

Netflix Snags Judd Apatow Comedy Series ‘Love’

veronicamars

‘Veronica Mars’ Digital Spinoff Arrives on CTV Extend

NewsToKnow

Tuesday 9.16: News to Know

indigenous_6

WIGS Co-Creators Launch New Digital Studio, Backed by Some Big Names

machinima daniel tibbets

Machinima Names Daniel Tibbets Chief Content Officer

MarioVSDk

‘Epic Rap Battles’ Might Have a Rival in YouTuber...

scott_glenn

Scott Glenn Will Mentor Daredevil in Upcoming Netflix Series

300_sunnyside

Comedy Central Launches Latest Web Series ’300 Sunnyside’

Cord_Cutting_AList

Cord-Cutting Continues to Grow

Betty_Who

New Vevo Series Showcases Emerging Musical Talent

Evan_Bregman

Electus Exec Evan Bregman Joins Portal A to Head Original Content

Scion_Sessions

Blue Ant Media Rolls Out Branded Music Video Series

mike_the_knight

Hulu to Premiere New ‘Mike the Knight’ Film Prior to...

aljazeera

Al Jazeera Launches a Mobile-Only News Network

AOLadvertising

Programmatic Video Advertising on the Rise, Says New AOL Study

pewdiepie

Major League Gaming Nabs PewDiePie’s Podcast...

animalist lizard

Animalist’s New Web Series Invites You to Meet the Gila Monster

NetFrance

Netflix Inks Carriage Deal with Bouygues on Launch Day in France

NewsToKnow

Monday 9.15: News to Know