DCNF: Time Inc. to Bring All Videos Under One Umbrella via The Daily Cut

/ May 1, 2014


Time Inc. is launching The Daily Cut, a new video platform that will offer original content from across the company’s portfolio.

The announcement was made at Time’s first Newfront event in New York this morning.

The Daily Cut, which will be available online and on mobile devices later this year, features a scrolling feed of clips from Time brands like Sports Illustrated, People, Entertainment Weekly, and Fortune. Viewers will be able to browse videos by verticals such as beauty, business, sports, news, entertainment, lifestyle, and food, as well as share those videos across their own social networks.

It’s an attempt by Time to bring its audience of 88 million uniques to one location to watch its version of premium video content — whether that’s documentary films from the Red Border Films franchise, original lifestyle series, or behind-the-scenes clips from magazine shoots.

In that effort to build a single video brand, Time also unveiled multiple series that it hopes to pollinate across its portfolio.

“Eyesore,” starring “Saturday Night Live” alum Rachel Dratch and interior designer Alec Holland, will go into people’s homes to makeover the one thing that is an eyesore for them.

“I Heart My Closet” will go inside the closets of celebrities as they talk about their passions, clothes, style secrets, and more. At the end of each episode, the celebrity will take one cherished item and put it up for auction in support of a charity of their choosing. (The trailer featured clips from an episode with actress Jordana Brewster.) Time Inc. pitched this show as being appropriate for properties like People, InStyle, Real Simple, and Essence.

Other multi-property shows include “The Climb,” about how successful people became who they are, and Entertainment Weekly’s “Light Bulb,” in which famous people from Hollywood interview each other about the creative process. (The trailer for “Light Bulb” featured a conversation between Robert Rodriguez and Joseph Gordon-Levitt).

A full slate of Time Inc.’s returning and new series is listed at the bottom of this post.

Overall, J.R. McCabe, Time Inc.’s SVP of video, said his company grew video production by more than 50% in 2013, and will continue that expansion in 2014. This includes building a fifth production studio, which is currently being planned for the company’s offices in LA.

The increased investment has already netted some results, he said. The number of video viewers grew by 81% year-over-year, with viewers averaging 22.7 minutes per month across the Time Inc. Video portfolio.

Outside of The Daily Cut and Time Inc.’s owned and operated websites, the company is also expanding its distribution footprint. New distribution partners include ulive, Dailymotion, Roku, and Portico, which join existing partners like AOL On, CineSport, Defy Media, NDN, and YouTube. More distribution partners will be added in the “coming weeks and months,” said McCabe.

On the advertising front, McCabe said brand messaging would “travel along with the programming, wherever that lives.” And what should be customary by now, it will also be measurable with Nielsen OCR and comScore vCE.

Among the other things showcased by Time Inc. was 120 Sports, a new online video sports network in partnership with Silver Chalice, MLB Advanced Media, NHL, NBA, MLB.com, and NASCAR, and Red Border Films, a documentary film franchise that’s already tackled topics like Martin Luther King, Jr.’s “I Have a Dream” speech and the construction of the new World Trade Center.

Here’s Time Inc.’s full programming slate for 2014:

Red Border Films: A Time production, this Webby-nominated documentary film franchise offers Time’s signature perspective on powerful stories from across American and around the world and reinforces Time’s 90-year legacy as a leader in authoritative journalism. 

Format: Series

Target Audience: Adults 18-49

“Underdogs Season 3: Inspiring Stories in High School Football”: Sports Illustrated’s Emmy-award-nominated web series returns for its highly anticipated third season. Featuring inspiring profiles of high school football teams under often adverse conditions, it explores their triumphs, their struggles, and the hope they bring to their hometowns.

Format: Series

Target Audience: Adults 18-49

120 Sports: The world’s first real-time live-streaming digital video sports network combines the latest news, social media conversation, live look-ins and highlights in fast-moving, hard-hitting 120-second packages. Produced for the way today’s fans consume live and on-demand digital video, it’s an absolute game changer.

Format: Daily

Target Audience: Men 18-49

“People Now”: This live, daily show delivers a satisfying selection of everything People has to offer: exclusive interviews, celebrity and entertainment, news and human interest–plus, style, pets, moms and babies, food and decor. As hosts deliver up-to-the-minute information, they drive chatter around the water cooler and on social media. Each show ends with People’s signature Star Tracks, featuring a roundup of the day’s best photos and videos and the social conversation they inspire.

Format: Daily

Target Audience: Women 18-49

“The Chat”: Live-streamed chats offer one-on-one, in-depth discussions with today’s best-known business leaders and visionaries. Moderated by Fortune’s Pattie Sellers and Adam Lashinsky, The Chat offers insight into the minds of those who are setting the bar for business today–and tomorrow.

Format: Series

Target Audience: Adults 25-54

“Light Bulb”: In this smart, lively video series, pop culture’s most creative minds–actors, writers, musicians, directors, comedians, show runners, etc.–open up to Entertainment Weekly about the creative process. In each episode, the artists pull back the curtain on the inspiration behind a beloved movie, a genius script, a buzzed-about scene or an unforgettable song.

Format: Series

Target Audience: Adults 18-49

“Eyesore with Rachel Dratch & Alec Holland”: In this series, former SNL cast member Rachel Dratch teams up with Alec Holland–her childhood friend and an accomplished interior designer and organization expert–to make over the eyesores in people’s homes. Featuring lots of laughs as well as real, affordable insight, “Eyesore” follows as Alec and Rachel turn the messiest corners of peoples’ homes into desirable, functional spaces.

Format: Series

Target Audience: Adults 25-54

“The Climb”: In this fascinating series, emerging stars and established icons from the worlds of fashion, style, and celebrity come together to share the stories of their climb to the top. Roundtable conversations and intimate one-on-one interviews with featured notables explore their experiences and perspectives on life, career, love, family, culture, and the prices of success. From the “big break” moments to “epic fails,” it is an unflinching look at what it takes to succeed–from those who have done it.

Format: Series

Target Audience: Women 18-49

“I Heart My Closet”: Take a look inside your favorite celerity’s closet! This fun-loving series offers a guided tour through a featured star’s style moments from the red carpet, on-set, on-stage, and in everyday life. The celebrity will share insights, behind-the-scene stories, beauty and style tips and more. The Tour ends with the celeb handpicking a few favorite items to auction off to benefit a charity of their choice.

Format: Series

Target Audience: Women 18-49

“Biscuits & Jam”: Great food and great music–that’s Southern Living’s recipe for happiness, and this soulful series offers both in good measure. Fans get a front row seat as emerging talent and established favorites from the southern music scene stop by to sample home cooking and perform a private set.

Format: Series

Target Audience: Adults 18-54




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