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Social news startup NowThis Media has teamed with Girls star Allison Williams for a new series about education in America.
Williams will host and produce the multi-episode series, EDify, which is set to premiere this summer. It will showcase innovative programs, educators and institutions helping young people in America learn.
“It’s clear that the team at NowThis shares my passion for improving the American educational experience,” said Williams. “Knowing their incredible reach and broad fan base, as well as their production value, I asked them to turn an idea into a series. Amazingly enough, they agreed. It’s refreshing to team up with a media company that cares so much about the well-being of our nation’s youth. They have two things that matter to me: heart and access.”
NowThis president Athan Stephanopoulos called the series with Williams a “perfect alignment of covering an issue that is not only deeply important and personal to her, but one that resonates and connects with our audience.”
EDify was one of several projects announced from the shortform video company during its Thursday evening NewFronts event in New York. The company will also produce music series Jam Sesh and will launch a female empowerment Facebook page called NowThisWomen.
NowThis was founded in 2012 by former Huffington Post executives Ken Lerer and Eric Hippeau as a news organization for the social media age. The company doesn’t have a homepage, instead posting its videos to social media sites like Facebook and Twitter. The company’s Snapchat Discover channel updates daily with news-driven content, for example.
The company recently hired former MTV CMO Tina Exarhos as its first head of marketing. It boasts more than 1.6 billion views a month and 8 billion monthly impressions.
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