Glenn Beck's company Mercury Radio Arts is consolidating its various media properties, including a video streaming service, a small business sales network and a Huffington Post-style news site under the name TheBlaze.
The newly streamlined media outlet combines the subscription video streaming service GBTV with the eponymous news site that attracts 7 million unique visitors per month, according to a company statement.
Now, TheBlaze will offer 24/7 video content including news, information, entertainment and a multiplatform e-commerce network.
Also read: Glenn Beck Launches New Website TheBlaze.com
"I said from the very beginning that I did not want to call the network GBTV, and a year later I finally got my way," Beck said in a statement. "We have ambitious plans for this network and combining the power of GBTV and TheBlaze will help us build upon our success."
Last week, Beck finalized a long-term contract extension with Premiere Networks, linking one of the nation's most popular radio programs with a syndication giant.
The new deal between Beck’s Mercury and Premiere, a subsidiary of Clear Channel, ensures Premiere will syndicate “The Glenn Beck Program” for five more years.
Reports value the contract at $100 million -- double his prior deal. It covers not just “The Glenn Beck Program,” but Beck’s assorted digital businesses as well.
Beck left Fox News last year and carried his devoted cadre of fans to the internet, launching GBTV, an online streaming network. That complements other Mercury Radio Arts properties like TheBlaze.com, e-commerce site Markdown.com and GlennBeck.com. Premiere will sell advertising for those ventures.
The fiery cleric of conservative commentary -- who hosted a show on Fox News until the two parted ways last year -- is also integrating the Marketplace by Markdown.com, an online network where small businesses sell their goods.
"TheBlaze will be fully integrated with The Marketplace by Markdown.com, a curated marketplace platform to help local small businesses reach consumers across the country," the company said in a statement.
The merger also prompted restructuring within the media startup's top ranks. Betsy Morgan, the former president of TheBlaze, was promoted to president and chief strategy officer. Before joining Mercury, she served as CEO of the Huffington Post and senior vice president of CBS News.
Joel Cheatwood, the former president of programming at GBTV, was promoted to president and chief content officers of TheBlaze. He joined Beck's team after serving as senior vice president of Fox News and CNN.
Kraig Kitchin, TheBlaze's former director of ad sales, was named president and chief revenue officer. And Carolyn Polke, who helped spearhead Mercury's digital growth over the last few years, was promoted to president and chief operating officer.
Lucas Shaw also contributed to this report.