W View features short-form content from a variety of platforms and creators, including its partner, Kin Community. The site will include clips on everything from how-to videos to the latest viral shorts.
W Dish features lifestyle stories around the verticals of style, life, entertainment, food and wellness, with daily stories added from an in-house editorial team and contributors like Corus partner YummyMummyClub.ca. The site’s editorial team will produce its own short-form digital videos, and will host live editorial meetings each Friday at 2 p.m. EST.
Sue Mackay, VP, digital, women and family, Corus Entertainment, says showing those meetings is part of the new site’s mantra of “living out loud,” letting audiences see behind the scenes of content creation for the site.
Both sites are designed to be mobile-first, and skew younger than W Network’s traditional 25- to 54-year-old target. Mackay says the new sites aim to give advertisers looking to reach women a “full campaign option.”
“The new sites give us permission to talk about things beyond our liner channel’s content,” says Mackay.
In addition to providing new advertising options, the site is also acting as a testing ground for W Network, allowing the brand to partner with YouTubers like Canadian Rachel Cooper, creator and star of RachhLoves, to promote the launch of the new sites. The YouTuber will be launching a series on W View tomorrow called Get Ready with Rachel, where she shares how she prepared for moments like her engagement, wedding and birth of her first child. She has also been talking about the launch of W Dish and W View on her channel, which has over 400,000 subscribers.
Mackay says though there isn’t a brand involved in the RachhLoves promotion, there are opportunities for client partnerships with W Network and YouTubers in the future on the new sites.
The YouTube partnership and video-focused site launch are the next steps in Corus aligning itself with online video. Last fall the company invested in female-focused MCN KIN.
From Media in Canada