Oxygen Launches New Daily Video Series on Instagram
TV networks say they are always looking for ways to engage with viewers beyond the TV screen, whether that’s through second-screen synchronized content, social TV services, original programming made exclusively for the web, or an array of interactive features designed for viewers to do something — anything. It makes sense. As people continue to consume more and more content, networks want to stay top-of-mind during the hours of the day, and days of the week, when a show is not on the air.
It’s the thinking behind Oxygen Media’s decision to launch an Instagram series called “Oxygen’s Daily OxyGram,” which will feature exclusive 15-second videos from shows like “Best Ink,” “The Face,” and “Bad Girls Club Miami.” Via its @oxygenmedia Instagram account, Oxygen will post new videos six days a week, offering a behind-the-scenes glimpse into those shows. The videos will also be shared to the show’s Facebook pages.
“Oxygen viewers are passionately active on social media and this exclusive content allows us to super serve our fan base by delivering bonus scenes on the popular platform and provide an enhanced viewing experience through Instagram,” said Harleen Kahlon, senior vice president of digital at Oxygen Media, in the announcement.
Oxygen also pointed out its track record in merging social media with its TV fare. The network apparently ranks as the third-most social network for cable reality programming in primetime, amassing 4.3 million comments to date (according to BlueFin Signals data). The network has also used platforms like Tumblr and Youtoo to integrate animated GIFs and user-generated videos into its on-air programming.
“Best Ink” and “Bad Girls Club” are produced by Bunim/Murray Productions, while “The Face” comes from Shine America. “Oxygen’s Daily OxyGram” is only a working title for now.Tags: Bad Girls Club, bad girls club miami, Best Ink, Bunim/Murray Productions, instagram, Oxygen, Oxygen Media, Oxygen's Daily OxyGram, Shine America, The Face, tumblr, Youtoo