By Sahil Patel
Ellen DeGeneres is expanding her digital presence beyond her popular YouTube channel. The talk-show host and comedian has launched Ellentube, a new website and app that will feature exclusive content from her daytime show, as well as create a forum for users to upload funny and inspiring content of their own.
Called Ellentube, the site is the brainchild of DeGeneres alongside her show’s executive producers Mary Connelly, Ed Glavin, and Andy Lassner.
It’s also the first project out of Ellen Digital Ventures, a new firm created by DeGeneres and Warner Bros. Television to continue building her presence on digital and social platforms. Jill Braff has been assigned GM of Ellen Digital Ventures, and will work closely with DeGeneres and the show’s executive producers on all projects developed by the company.
While the traditional thinking is that movie and TV stars can’t find success on YouTube, DeGeneres is one of the few who’s challenged that by running a YouTube channel for her show — “The Ellen DeGeneres Show” — that has more than 10 million subscribers, and generates over 100 million views per month.
A lot of that can be attributed to the fact that the channel is more than a curated hub of clips from her TV show. It also features funny and/or inspirational content endorsed by the star, while YouTube as a whole is used by the show’s creative team to source for clips or people that can be featured on the show.
Ellentube will perform a similar function. Users will be able to upload their own videos, which will then be reviewed before showing up on the site. The best videos will have the chance to graduate to the “The Ellen DeGeneres Show.”
The site will also offer exclusive and behind-the-scene content from the talk show, as well as clips that have already aired.
The overall goal is to provide a destination for people to regularly watch and contribute cool, funny, and inspiring stuff. “What makes our site different than any other place is that if you accidentally type in a wrong word, you’re not going to stumble upon something that’s bad or mean or something like that,” said DeGeneres in a statement. “Everything on the site is fun, and there is nothing mean-spirited.”