By Sahil Patel
Blip and FremantleMedia are launching ThePetCollective.tv tomorrow, a website based on Fremantle’s YouTube channel dedicated to providing all sorts of animal-related programming and videos.
The Blip/Fremantle partnership was announced in April, and highlighted during Blip’s Newfront event in early May. Back then, the partners said they wanted to create an “Animal Planet for the internet,” encompassing a premium destination site, original series, viral animal videos, and more live-streaming content.
The site slides neatly into Blip’s strategy to create custom destinations around specific topics and types of content, which is designed to solve online video’s “discovery” problem. Ideally, creating branded destinations with curated, interest-based content would make it easier to sell inventory to advertisers. Blip is managing ad sales for The Pet Collective. Pet food brand Purina has signed on to exclusively sponsor the site for the next three months.
Per Variety, at launch the site will feature over 25 hours of new content, which will also be distributed across Blip’s video network. New stuff will be exclusive to the site and the Blip network (using the Blip video player) for two-to-seven days, before being published on The Pet Collective’s YouTube channel.
New programming will include: “Tails of Hope,” a series about pets looking for new homes; “Memed,” telling the stories behind viral pet phenomenons, and “Puppy Love,” which will show a bunch of puppies playing around. Blip and Fremantle say there will also be new episodes of “Petodies,” a series that parodies pop culture things. For example, “Furred Lines,” a parody of R&B singer Robin Thicke’s “Blurred Lines,” debuts tomorrow.
FremantleMedia is the TV producer of shows like “American Idol” and “The X-Factor.”