Publishing giant Meredith Corp. has launched its first broadband network, Better.tv.
The online video network takes its content from Meredith’s stable of magazines including Better Homes and Gardens, Ladies’ Home Journal, More, Family Circle, Parents and Fitness, as well as its TV stations, books, Web sites and live events.
The broadband site, which launched this week, hosts more than 20 “channels” arranged by topic, from food, family and relationships to remodeling, entertainment and fitness. Meredith is selling ad space on Better.tv in tandem with its other interactive properties, especially BHG.com, the Web site for Better Homes & Gardens.
Meredith also has bundled Better.tv into its corporate package that lets advertisers buy space and time across all its properties. So far, its sales push within that corporate package has been “minimal,” since the sales team hasn’t had anything to show advertisers about Better.tv until now, said Jack Bamberger, Meredith’s senior vice president of corporate sales and marketing.
The network isn’t hosting promotions—yet. But it could become a platform for advertisers’ promotions, leveraging Better.tv’s slate of tools that lets viewers customize their viewing and submit ideas and videos.
The network’s video programs are two to 30 minutes long, mostly original programming created in-house by Meredith Video Solutions at studios in New York, Portland, OR, and Meredith’s Des Moines, IA headquarters. Among the first videos: A behind-the-scenes look at the Family Circle Cup women’s tennis tournament, with player profiles and interviews.
Programs feature personalities from Meredith’s magazines, TV stations and book division. Better.tv content eventually will run on traditional TV via Meredith Broadcasting stations.
Meanwhile, Meredith is prepping an upgrade for BHG.com to bow later this month, adding video, recipe wikis and blogs from over 25 editorial contributors to the site.
Meredith hopes it will reach younger women by expanding and spiffing up its online offerings.
“One of our key strategies is to find new ways to reach the next generation of Meredith consumers—the daughters of Baby Boomer women,” said President and CEO Steven Lacy in a statement. “The creation of Better.tv—paired with the re-launch of BHG.com—significantly increases our ability to connect younger women with our trusted brands. It also enables us to expand our digital assets and offerings to marketers eager to reach the wide band of women we serve.”
Meredith said its Web sites draw 10 million unique users each year.
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