CNN, one of the most trusted brands in the news industry, is teaming up with BuzzFeed to edify the internet generation.
The two companies have joined together to launch a new YouTube channel, dubbed CNN BuzzFeed, which is billed as a news video channel for millennials, BuzzFeed and CNN said Monday.
To provide content for the new channel, BuzzFeed will build a social video studio in Los Angeles. The video team will be led by BuzzFeed's executive vice president of video Ze Frank.
The video content, which will include both current and archival footage from CNN, will "create unique mash-up news videos tailored for the social web," according to the companies. In addition to the joint YouTube channel, the content will appear on CNN.com.
As part of the agreement, CNN and BuzzFeed will also collaborate on original list posts "that combine the strength of CNN’s newsgathering and BuzzFeed’s signature voice."
“By pairing the journalistic strength and reach of the CNN brand with BuzzFeed’s unique editorial approach and young audience, our partnership will enable both organizations to engage new audiences,” said KC Estenson, senior vice president of CNN Digital. “It’s the perfect modern day media collaboration.”
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BuzzFeed president and COO Jon Steinberg noted that the new venture intends to exploit the "massive cultural shift" in how audiences consume video content, shifting to social and mobile platforms compared to more traditional avenues.
"There has been a massive cultural shift in how people — particularly young people — consume news and entertainment and Ze and his team are tapping into the next generation of video production and consumption," Steinberg said. "Over 70% of BuzzFeed’s traffic is social, almost half is mobile, and we are seeing these huge shifts earlier than others because the majority of our readers are 18-34. We are thrilled to partner with YouTube to bring a new generation of video content to a BuzzFeed audience that lives on social media and mobile phones."