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AOL is turning up the dial on video content.
The New York tech firm led by Tim Armstrong has launched a premium video experience on its homepage, featuring original and curated content.
“As we saw video growing, we wanted to do a better job of putting premium, original video content front and center for the AOL.com user,” says Maureen Sullivan, president of AOL.com and lifestyle brands.
This video portal features clips from AOL’s owned and operated brands, such as Moviefone and Huffpost Live.
It also expands on video-on-demand service AOL On. Partners for that platform, such as Conde Nast Entertainment, ESPN and the Wall Street Journal, will now be featured on AOL.com and will offer exclusive content for the homepage, Sullivan says. For example, ESPN will produce a top 10 list each week.
AOL is also partnering with experts in a variety of topics, including Rachel Zoe, Tim Gunn and Molly Sims, to create original video for AOL.com.
Sullivan says the AOL audience is about 54 percent female, spends about 15 minutes on the website and returns multiple times a day. Because of that loyalty, AOL is dynamically programming its content throughout the day.
She adds: “Our audience depends on us for curation of news, but for also entertainment and lifestyle content.”
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