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: , , , , , , , ,


Tiesto

Summer Music Festivals and Branded Content

 
Al Roker

Roker Media Partners with HooplaHa on Live Streaming Originals Slate

 
Campus Insiders Twitter

Twitter to Live Stream 300 College Sporting Events via Campus...

 
Comic-Con Logo

Circa Teams with Defy Media’s Clevver for Comic-Con Coverage

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
International Drone Racing Association ESPN

Drone Racing Gets Dedicated Streaming Channel Drone TV

 
DavidLoker_VideoInk_300x250

Amazon and Netflix Alum David Loker Heads to Ayzenberg

 
AndrewGraham_VideoInk_300x250

CAA Grabs Andrew Graham from Big Frame; Retains Clients as Agent Rep

 
Machinima Logo

Machinima Takes China with Sohu Partnership

 
Periscope is Twitter's live-streaming video app

Periscope Adding New Watch and Discovery Features

 
Transformers Combiner Wars Machinima

Machinima Reveals Voice Cast & Trailer for...

 
AmazonBox

Amazon Unveils 2016 Comedy Pilot Season

 
Ana Kasparian The Young Turks

The Young Turks’ Ana Kasparian Talks Puke, Vitriol &...

 
Algorhythm New Form Digital Above Average Craig Benzine WheezyWaiter

What Above Average Plans to Do with $15M in Funding from Turner...

 
Adam Sandler Ridiculous Six Netflix

Adam Sandler Teams with Oscar-Winner Jennifer Hudson for Netflix...

 
VideoAd_1

Video Is Not The Answer (But Great Video Might Be)

 
Twitter

Twitter and NBA Partner on Two New TV-Style Shows

 
BuzzFeed Tasty

BuzzFeed’s ‘Tasty’ Stays Atop Cross-Platform...

 
Reelio Logo

Reelio Greenlight Serves Up Brand-Ready Influencer Project Database

 
Kalel Kin Community

Kin Community Coming to Australia

 
Internet Creators Guild

Is Hank Green’s Internet Creators Guild a Fair Deal?

 
Netflix_new

Netflix Disappoints with 1.68M Net Subscriber Adds in Q2 2016

 
Star Trek Logo

New ‘Star Trek’ Series Going Boldly with Netflix...

 
Pokemon Go

The Week In Branded Content

 
Popsugar

Popsugar Partners with ABC for Political Convention Coverage

 
Moms With Attitude Awestruck

Awestruck Bringing the World More ‘Snooki and JWOWW: Moms...

 
SUPER_HIGH_SCORE_STONED_POKEMON_Merry Jane

Merry Jane Throws Stoned Pokemon Party on ‘Super High...

 
Emmys

Netflix Grabs 54 Emmy Nominations, Amazon Scores 16

 
Emmys_VideoInk_300x250

FULL LIST: Inaugural Short Form Emmy Nominees

 
Catastrophe Amazon

Amazon Invites ‘Catastrophe’ for 2 More Seasons

 
VidCon 2016 2

5 Things I Learned at VidCon 2016

 
Boondoggle ABC Ty Burrell

ABC Revamps Streaming Service with 7 Original Short-Form Series...

 
BitTorrent News

BitTorrent News to Debut with Republican Convention Coverage

 
YouTube Money

YouTube Touts Anti-Piracy Efforts as Per-Stream Payments to...

 
Outstream Video Sublime Skinz

Why Outstream Video is Going to Drive the Video Market

 
Netflix acquires three new indie flicks

Netflix Price Increases Won’t Scare Away Many Subscribers,...

 
Sickhouse Idigenous Media

Indigenous Media Returns to ‘Sickhouse’ for Sequel

 
Uninterrupted

LeBron James’ Uninterrupted Adds Gotham Chopra as...

 
Project Greenlight Studios See Yourself

Project Greenlight Digital Studios Launches LGBTQ Filmmaking...

 
Disney Accelerator

Disney Accelerator Taps JauntVR, Playbuzz and YouTube...

 
PewDiePie 3-2-15

Warner Bros. Settles FTC Charges for Payments to PewDiePie and...