#NewFronts: Mashable vies for viewers’ eyes

Among the promised programming is a collaboration with Bravo Media, which unveiled its own slate of originals as the NewFronts wraps.
May 13, 2016

Millennial media brand Mashable held its first annual NewFronts presentation on May 13, celebrating its admission into the IAB-hosted digital-video marketplace with a number of programming and partnership announcements.

First up is a plan to extend the reach of Mashable’s digital advertising campaigns to linear audiences through a collaboration with Turner Broadcasting. The moves follows a $15 million Series C investment round in Mashable led by Turner earlier this year.

Mashable will also push further into Facebook, promising more than 35 hours each month of original programming for the Facebook Live platform.

More programming plans include:

  • El Pulso Live: An extention to the partnership between Mashable and Telemundo through Facebook Live will see the production of a new weekly video show hosted every Wednesday by social influencer Christian Acosta. The series will review the latest tech social chatter among Latinos and highlight the most viral trends.
  • Scamalot: Comedian James Veitch, whose TED Talk now has nearly 10 million views, will be releasing the second season of Scamalot across a variety of Mashable platforms later this summer.
  • DARE short film sequel: Mashable Studios is partnering with the original filmmakers of the early 2000’s coming-of-age short film to make the sequel following the same characters – aged in real life, and facing adulthood in the age of Tinder.

The publisher has also partnered with Bravo Media to produce a short-form web series (as yet untitled), and teamed with astronaut Garrett Reisman and producer David Stern (Mozart in the Jungle) to create another original series about space.

In a separate announcement, Bravo unveiled its own slate of new, standalone digital programming, in addition to the Mashable collab.

Kicking off the digital season is Million Dollar Listing’s Ka-Ching!, a series exploring luxury and wealth (like, why anyone would buy a doughnut frosted in 24k gold) and featuring Million Dollar Listing star Fredrik Eklund, pictured. All 12 episodes are available now on Bravo TV. The series is a World of Wonder production executive produced by Fenton Bailey, Randy Barbato, and Tom Campbell;, and co-produced by Paul Croce.

The ad-supported platform will also host four more originals short-form series, all scheduled to launch later this year. The list includes:

  • The Folio: Exploring the latest trends in beauty and fashion;
  • Tipsy by Bravo: A twist on classic cocktail recipes;
  • Bravo After Hours: Viewers will take a guided tour through the late night hours of top celebrity guests; and
  • Throwback Bravo: Host Daryn Carp mines the Bravo vault to revisit the most memorable moments of Bravo’s past and brings them into the present with a new spin.

“With the launch of our new slate of original series, Bravo Media is reinforcing its commitment to digital video content and continuing to push the boundaries of digital storytelling,” said Lisa Hsia, EVP, digital, with Bravo and Oxygen Media, in a statement.

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