Time Inc has revealed the upcoming launch of INSTANT, a mobile-first, all-video platform featuring content about the lives and projects of digital celebrities as well as content created by digital celebrities exclusively for INSTANT.
INSTANT will deliver fresh news, features and exclusives about and by “the new famous,” the digital artists of YouTube, Snapchat, Instagram, YouNow, Vine and other platforms to come. And it will be presented exactly where and how its audience consumes content – on mobile devices and video. Content will be created by the INSTANT team and by digital artists with massive followings and intense engagement with their own audiences, as well as by fast-growing emerging talent.
“People, Entertainment Weekly and HelloGiggles are the perfect brands to help launch INSTANT, a tremendously future-leaning platform dedicated to an exciting new generation of creators,” said Rich Battista, President of the Time Inc. Entertainment & Sports Group and Video.
“Just as People and EW have led and transformed celebrity and pop culture coverage for years,” added Jess Cagle, Editorial Director of People and Entertainment Weekly, “INSTANT will be the media authority on the new famous.”