Tubi had more than 74 million monthly users & Roku had 73.5 million. The fastest growing demographics within FAST were 18-34 & 25-34 and 35% of global FAST ad impressions were on news channels.
Networks around the world are seeing FAST as an opportunity to break free from MVPD restrictions, and I had wanted to take the same opportunity to evolve VICE NEWS’s existing offerings as a chance to bring a new vision to VICE NEWS.
A top-down approach was used to research the FAST NEWS landscape, I watched, documented, and looked at countless versions of fast news channels from around the world and researched what advertisers were paying for placement. There was an opportunity to build something unique and better. VICE NEWS had wanted to increase its journalistic visibility, leveraging opportunities to synchronize and market.
Connecting VICE.COM with Broadcast:
VICE had separated audiences, there wasn’t work being done to integrate the website with broadcast and vice-versa, there were missed opportunities to market and build long term sustainable growth and create overlap with existing viewership. It was time to develop a unique way to connect instantly with viewers with news updates, field journalists, and marketing messages.
Refreshed Programming Lineup:
Evolving from a playlist to a true news platform was the next step.
VICE NEWS had a library of over 25000 minutes of content from the past 7 years that was currently underutilized and sitting on a shelf. I led a cross-functional team to develop, budget, and pitch 8 new television series, leveraging under-monetized content to maximize distribution potential including:
4 daily hours of NEW live North-America Broadcast content,
2 daily hours of NEW live EMEA Broadcast content,
1 daily hour of NEW live APAC Broadcast content
6 hours of refreshed AI programmed library content.
By simulcasting, creating new series, merging news show incubating and creating, we could rapidly build and expand our series lineup faster.
