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Condé Nast Entertainment is making a big push into web content. The company is launching a new digital video network with slates of original video series that leverage the brands of flagship publications Glamour and GQ.
The Glamour- and GQ-branded content will mark the first in a series of programming launches on the network, which will feature the iconic Condé Nast brands. The series will be distributed widely across web, IPTV, mobile and tablet platforms, beginning with the newly created video hubs on their official sites, http://video.glamour.com and http://video.gq.com, as well as YouTube channels, http://www.youtube.com/Glamour and http://www.youtube.com/GQ.
The Glamour and GQ series launches will be sponsored exclusively by Procter & Gamble, Microsoft and Mondel?z International.
“With the launch of our digital network, featuring programming inspired by the exceptional Condé Nast brands, we are creating more ways for our unparalleled audience of influencers and trend-setters to experience their favorite content,” Condé Nast Entertainment president Dawn Ostroff said. “Consumers will now be able to view and share authentic Condé Nast video series across all platforms, in easily-accessible ways.”
Added Julie Eddleman, P&G’s marketing director for U.S. brand operations, “Partnering with Condé Nast Entertainment on the launch of these exciting entertainment series enables us to reach people in an innovative way. We are continually exploring new approaches to engage consumers where and when they are most receptive. This sponsorship allows us to be at the forefront of the fast-paced and ever-changing environment of consumer experience.”
Each series will have multiple episodes available at launch and be housed in a new, custom embeddable video player. Future episodes of each series will be released on a weekly basis.
The Glamour slate of programming features the following series:
Elevator Makeover – Hosts Harlow (YouTube Beauty Guru with 450,000 subscribers) and Leaf (hairstylist and Glamour contributor) take one woman on the elevator ride of her life. Each woman has a huge event to attend and Harlow and Leaf make sure she steps off that elevator looking her best. This transformation will be made on the elevator in the time it takes to get from the ground to the top.
Glamour DOs and DON’Ts of the Week – This series takes a look at what is hot and what is not. The show counts down the top Dos & Don’ts of the week — everything from fashion trends to beauty, social media behavior to PDAs, weddings to birthday celebrations and more will be explored, and no topic is off limits.
Fashion Week Ride-Along – This show follows Cindi Leive, editor in chief of Glamour, as she embarks on the craziest week of her year — New York Fashion Week. The series follows Leive from her home to the front lines of the fashion world with a behind-the-scenes view.
Why Do Guys… – Glamour sends comedians including Marina Franklin and Katlyn Carlson out to the streets of New York to find out what men really think (but never say) about dating and relationships in the digital age. This interactive series will enable Glamour fans to send in their questions via Twitter.
The GQ slate of programming features the following series:
Fighting Weight – In this weekly workout guide, America’s ?tness elite will share their favorite routines, tips and secrets that helped them become the most sought-after trainers in the business. The series will look at everything from a circuit workout that can be done in a hotel room when viewers are on the road, to some of the latest exercise trends like hot yoga. With 3-minute workouts, viewers can stay ahead of the fitness curve with their mobile device. The series is hosted by Erik Valdez (General Hospital, 90210 and New Girl).
The Ten – Today’s hottest “it” guys count down the 10 items they can’t live without. From Swiss Army pocket knives and hair gel to work gloves and leather jackets, each episode reveals a new favorites list. With celebs like Cohen and Alejandro Ingelmo, and culinary masters like Bourdain and Rocco DiSpirito, this series takes viewers into the lives of some of the most sought-after men and gives the average guy a leg up on the 10 things he must have.
Car Collectors – The biggest car collectors, including fan favorite Adam Carolla, share their car collections and obsessions with viewers. Not just any car collections, these are collections with exclusive and hard-to-find cars that can take a lifetime to find.
Jogging with James – James Marshall, a stylish adventurer-entrepreneur now married to supermodel Elettra Wiedemann, is embarking on the challenge of running the Marathon de Sable. With thousands of training miles ahead of him, Marshall has asked his celebrity friends to support him. Viewers will learn their perspectives on health and fitness and the projects they currently have in the works.
Email: Tatiana.Siegel@THR.com, Twitter: @TatianaSiegel27
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