AOL Recruits Mark Burnett to Revitalize Cambio Website
AOL is calling in the big guns to revitalize the struggling entertainment website Cambio, which is geared towards the teen and young adult audience.
Television producer Mark Burnett (Survivor, The Voice) and director McG, who directed 2000’s Charlie’s Angels and Terminator: Salvation, have been hired to create web shows for Cambio, which is a joint venture between AOL, Jonas Group and MGX Lab.
Burnett, in partnership with Coalition Films, has developed a series of comedic video shorts based on Cliffnotes Literature Guides. Classic works of fiction will be presented as irreverent shorts in hopes of appealing to the Cambio audience.
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McG is the executive producer of Aim High, a web series starring Jackson Rathbone (Twilight) and Aimee Teegarden (Friday Night Lights) that will premeire on October 18. The series is also produced by Warner Bros Digital Distribution and Dolphin Digital Media. Dolphin Digital Media has committed a budget of $10-$12 million annually.
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Cambio originally launched in June 2010, again with the help of some big names. The Jonas Brothers held live chats and uploaded videos to the site after the launch. Demi Lovato also held live chats.
The site has been suffering when it comes to traffic lately. Monthly visitors dropped to 663,000 in August from 1.4 million a year ago, according to measurement firm ComScore Media Metrix and the Los Angeles Times.