By Sahil Patel
Entertainment news site HitFix has formally launched HitFix Video, a multi-platform video channel aimed at reaching its core audience of 18- to 34-year-olds across multiple screens and platforms.
Content on HitFix Video ranges from breaking news, live-event coverage, and exclusive interviews, to original series and short-form comedy clips. A lot of the content is led by HitFix’s editorial team, including noted critics such as Alan Sepinwall, Drew McWeeny, and Melinda Newman.
During its soft launch period, HitFix Video executed video ad campaigns with advertisers such as Summit Entertainment, USA Network, and AMC.
HitFix also claims to have already built the reach of HitFix Video to more than 90 million video streams per month. This is due in large part to a distribution strategy that encompasses owned-and-operated destinations for desktop and mobile, social platforms like YouTube, as well as partnerships with offline outlets ranging from movie theaters, to college campuses, retail stores, and airports nationwide. Specific distribution partners include National CineMedia (covering 19,000+ theater screens in the US), IZ ON Media (quick-service restaurants), and Campus Nation. HitFix also has a channel on Hulu.
“For us, video is something that has to go way beyond YouTube,” said Jen Sargent, HitFix CEO, in a statement. “In addition to the more traditional desktop and mobile distribution, we developed HitFix Video to be seen in places like airports, universities, movie theaters, and even point of purchase retail locations.”