DCNF: NY Times Inks Co-Production Deal with Vimeo, Launches New Video Hub

/ Apr 28, 2014


At the company’s first Newfront presentation, The New York Times announced a partnership with premium online video site Vimeo to co-produce a “slate of shows.”

This partnership will begin with a documentary series that follows the evolution of food culture in immigrant society in America, according to the Times’ GM of video, Rebecca Howard. “We believe [Vimeo] is a great example of a brand with the same passion and commitment to online content and filmmakers,” she said.

The Times also unveiled a newly designed Times Video hub, with a channel-based content guide to serve users with a variety of original short-form and long-form content.

There are more than 30 series available across Times Video, covering categories like food, fashion, sports, culture, and long-form documentary films. “We are making more than 430 videos per month,” across the section, said Howard.

Acura is on board as launch sponsor for the hub.

Among the new and upcoming shows previewed at the presentation:

  • “Verbatim,” a comedy series which reenacts courtroom scenes, word for word
  • “36 Hours,” based on the popular Sunday column, the Times editorial team takes you to the most interesting locales on Earth
  • “Bits,” based on the popular tech column, focusing on the tech of tomorrow
  • “Science Take,” which will explore the world of science, nature, and physics
  • “Luminaries,” focusing on visionaries who are trying to change the planet
  • “Machine Learning,” a tech series hosted by Molly Wood, who will try to make tech more understandable to everyday people
  • “Mark Bittman Cooks With,” a food series hosted by Bittman, where he cooks with and interviews guests like Jamie Oliver and Michelle Obama (neither are confirmed yet, though, but gives you an idea of the type of guests the show will look to have)
  • “Corner Office,” interview series in which Adam Bryant sits down with CEOs

The Times also plans to offer video series hosted by new fashion editor Vanesa Friedman and media and culture columnist David Carr, as well as a live-stream the Old Vic Theatre’s production of “Clarence Darrow” starring Kevin Spacey.

Outside of original/editorial programming, Times is opening up a new native “branded playlist” capability for advertisers. Beginning with “Extraordinary Angles,” a series which takes viewers to some of the most beautiful homes in the world, advertisers will be able to create custom content that will live alongside Times’ videos on the hub.

Overall, the company is already making more than 430 pieces of video content per month, and has plans to expand that in the months ahead.

In addition to its owned-and-operated and video hub, the Times distributes its content to platforms ranging from AOL to Hulu and Yahoo.

“Once video was the sole reserve of the broadcasters,” said Times CEO Mark Thompson. “Now as we all know, anyone with the right talent and idea, can create great video and get it to an audience.”

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