The Time Inc. magazines will unveil four new streaming-video series – one of which features a former star from ABC’s “The Bachelorette” trying to make her way in New York City – as part of a marked effort by the company to move more rapidly into new-media venues.
“We need to be a multimedia company and be much more aggressive in the video space,” said Rich Battista, who was named executive VP overseeing People and EW in March.
Time Inc. unveiled the four new programs as part of the annual Digital Content NewFronts, a series of pitches to Madison Avenue by the nation’s players in digital media. Long known as one of the nation’s largest publishers of steadfast periodicals like Sports Illustrated and Time, the company is, like many of its competitors, moving into new areas.
One of the new programs from People and EW is “Popography,” a series that takes viewers deep into the lives of artists and entertainers, providing everything from vintage photos and the potential of seeing famous figures in intimate settings that have great relevance to their lives. Jess Cagle, editorial director of People and Entertainment Weekly, will host. Each episode could be between 30 and 45 minutes in length, Cagle said.
“The Bullseye” takes its name from the final-page feature seen each week in EW. Senior writer Tim Stack will hold forth with sidekicks as well as a celebrity guest and talk in rapid-fire fashion about the best and worst in the week’s popular culture.
In “Andi’s Apple,” former “Bachelorette” contestant Andi Dorfman navigates the dating world of New York City, while trying to enjoy the city’s fashion, fitness and food. And “40/40 Live” takes viewers inside Jay-Z’s 40 40 Club in Manhattan for intimate conversation hosted by WNBA point guard Skylar Diggins.
