Scripps goes OTT with ulive platform
October 4, 2013
Scripps Networks Interactive is launching ulive, a new digital lifestyle video site (www.ulive.com) and distribution network. ulive combines videos from all of Scripps’ brands – HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country – plus more than 70 new original video series from Scripps’ talent and social media stars and bloggers.
“With ulive we have created an online destination where anyone can enjoy entertaining and relevant videos for the way you live,” said Jeff Meyer, president, ulive. “It enables viewers to discover, watch and share what they love the most, across food, home, travel, parenting and wellness – and this is only the beginning of the site’s capabilities and content.”
Scripps says that ulive enables it to reach current and new audiences by creating a platform where video content is distributed in a thoughtfully curated way. Additionally, by utilising a responsive player, ulive makes it easier for viewers to watch their favourite videos on any media device, it notes.
“Scripps has 20-plus years of forging meaningful relationships with its audiences, and now we have a proprietary video player that will provide our viewers with an enhanced and more engaging experience,” said Lisa Choi Owens, chief operating officer of ulive.
Scripps says that as well as the technology benefiting current and new viewers, it also works harder for advertisers. ulive will allow advertisers to reach their desired audiences in more places through ad targeting and placement across all Scripps channels. Ford Motor Company has signed as ulive’s launch partner and will be integrated into nine custom episodes utilising three ulive presenters. The Ford Motor Company’s videos will showcase how the brand connects to its customers’ lives every day.
“At Ford Motor Company we are consistently seeking opportunities that allow consumers to experience Ford vehicles in a space that is personalised to them,” said Erica Bigley, digital media manager of Ford Motor Company. “By sponsoring ulive now, it provides us the ability to capture the excitement and the momentum of the launch and to connect with an engaged audience.”