New Michelle

Endemol Beyond USA launches new AppleTV apps

The network is expanding the availability of its Icon (which focuses on lifestyle) and Smasher (which centers around gaming) networks.
December 14, 2015

Endemol Beyond USA’s Icon and Smasher networks are set to get their own apps for Apple TV following a partnership between Endemol’s digital media brand and Beachfront Media’s Rise OTT service.

Adrian Sexton, Endemol’s interim president and COO, confirmed the news via a media statement, noting the app development will accelerate the network’s channel development to new platforms — an important move as viewers increasingly expect a “TV everywhere” experience, he said.

“The video entertainment landscape is shifting to reward those investing in the on demand, video everywhere infrastructure,” said Frank Sinton, founder and CEO at Beachfront Media, in the same media release.

Neither Sexton, nor Sinton were able to offer more details on the strategy behind the move at press time.

According to Endemol, the Icon network app features many of the network’s top lifestyle programming including Pretty Little Pranksters, World at Your Finger Tips and Face the Movies. Meanwhile, the Smasher network app includes Legends of Gaming, Smasher Let’s Play, along with other popular content.

The lifestyle and beauty-centric Icon network, lead by YouTube beauty guru and entrepreneur Michelle Phan (pictured), launched on YouTube in April of 2015 in the U.S. and U.K., with both territories boasting localized content, and later expanded to Asia with the launch of Endemol Beyond’s Asian outpost. Smasher, which launched in October, focuses on the wildly popular e-sports and gaming vertical.

Both already have content on Vessel and Go90 on top of YouTube, and the Icon network also has an app for the Amazon Fire TV platform.

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