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: , , , , , , , ,


SnapperHero

AT&T to Launch Superhero Series, Starring YouTubers, on Snapchat

theorchard

The Orchard Nabs TV, Digital Rights to Nancy Spielberg-Produced...

YoutubeSpaceLA

CNE, Discovery, and Others to Shoot at US YouTube Spaces

mommyBloggers

There’s a New YouTube MCN for ‘Mums’ Based in the UK

popcornflix

Streaming Service Popcornflix Reaches 10M Downloads

CNE

Sundance: CNE Buys Three Short Films for The Scene

BestFriends_Alist

Mobile Game ‘Best Fiends’ Finds Success with the...

Wemo VR 1-27-15

Sundance: Wemo and Seed & Spark Offer Grants for VR Filmmakers

Louis CK

Louis CK Releases His Latest Comedy Special Online

PBS Kids YouTube 1-27-14

PBS Kids Launches YouTube Channel

fullscreenlogo

Fullscreen Adds to Its New York Sales Office

NewsToKnow

Tuesday 1.27.15: News to Know

Snapchat Discover 1-27-15

Snapchat Launches Discover Feature with Videos from Vice, ESPN, Others

Twitter Video

Twitter Now Lets You Shoot and Share 30-Second Videos

CNE2

Conde Nast Unveils Branded Content Studio

casanova_writer

Amazon Orders Pilot for ‘Casanova’ Historical Drama

SuperBowlAds_2

Watch and Rate This Year’s Super Bowl Ads with Us

oculus_02

Sundance: Oculus Debuts Short VR Film, ‘Lost,’ from...

david_tennant

Former ‘Doctor Who’ Star David Tennant Joins...

AmazonBox

‘Amazon-ics’ — The Tech Giant’s New...

adam sandler

Adam Sandler’s First Movie on Netflix Will Star the Usual...

NewsToKnow

Monday 1.26.15: News to Know

theorchard

Sundance: The Orchard Nabs Distribution Rights to ‘The...

YouTube_NFL

Official NFL Highlights Coming to YouTube, Google Search

Rise AOL

EXCLUSIVE: ‘Rise’ with AOL’s New Live Morning Show

NetFlix

Netflix Wins at PGA and SAG Awards

Sundance_YouTube

Sundance: Netflix Teams with Duplass Brothers, Vimeo with Indiegogo

SuperBowlAds_01

10 Most-Shared Super Bowl Ads of All Time

Flama

Hulu’s on Fire: Picks Up Five Series from...

Complex_Collider_02

Complex Goes Hollywood, Buys Entertainment Site Collider

amazon transparent

‘Transparent’ and Other Amazon Series to Stream on...

vice

Vice Teams with Spike Jonze, Chris Milk to Debut Virtual-Reality...

NewsToKnow

Friday 01.23.2015: News to Know

CharlesKing_Macro

Former WME Agent Charles King Bolsters New Content Firm with...

fremantlemedia

FremantleMedia Takes Control of European MCN Divimove

FilmSeries_DD

BitTorrent’s Plans to Distribute Film Series Look Game-Changing

Amy Emmerich_R29

Refinery29 Names Amy Emmerich Head of Video

Charlotte_Koh

Former Hulu Originals Exec Charlotte Koh Lands at Whipclip