Format Comes As Result of Proven Audience and Monetization Success on Watchable
As legacy broadcasters and telco media companies continue investment into video, discovery of new formats has become a trending area for that investment. And Comcast’s latest addition to its discovery equation is a new weekly interstitial and promotional segment “What’s Watchable,” produced and created by Shira Lazar’s “What’s Trending.” The format, which is set to run between episodes on Comcast’s streaming service Watchable, will highlight the newest and most interesting videos to hit the service.
With hopes that “What’s Watchable” format will drive awareness and tune-in for its existing playlists and new content, Comcast Watchable’s Senior Director, Digital Marketing and Promotions Nii Addy said that the format will “give another unique voice to content and playlists [its] editorial team programs daily across [its] platforms.”
Founded by digital entertainment veteran and tech luminary Shira Lazar, What’s Trending has seen a shift in its business over the last few years from a fast-twitch news and video publisher covering the Internet’s trending video and personalities to a producer of short format video for millennials. And, through syndication partnerships, like the one it has with Watchable, What’s Trending has seen strong audience and monetization growth, says Lazar.
“We’ve found great success on the Watchable network,” said Shira Lazar, CEO of What’s Trending. “It made sense to take the next step by starting to collaborate more strategically with the company to produce a series designed to highlight all the great content on [its] network.”
For What’s Trending, the expanded deal with Watchable — What’s Trending already syndicates to the service — is another piece of the business’s goal towards producing original and syndicated formats for publishers and distributors.
Earlier this summer, What’s Trending announced a co-production and syndication deal with Circa and Sinclair Broadcasting.