Using on-air “mass” to generate measurable digital activity is a goal of the latest move by Emmis Communications.
This fall, the company will launch something called the Loud Digital Network. Emmis describes it as “a premium vertically integrated digital entertainment network for the trendsetting 18–35-year-old audience.”
It says the network will produce and distribute digital “branded entertainment” intended to drive engagement on various media platforms: online, on-air, print and mobile. The company is promoting its celebrity access; the network will start with digital TV Web series that it hopes will attract brand sponsorship, hosted by the likes of Angie Martinez interviewing hip hop stars, Allison Hagendorf at rock festivals and Faith Evans in a reality show. It said talks are underway with prospective clients on developing other “custom celebrity content” for ad campaigns.
“The connection between our radio stations in the digital space is the trendsetting audience looking for unique music and entertainment content,” stated Emmis Digital VP Angie May-Cook in the announcement. “The Loud Digital Network not only enables us to connect our own brands, but also gives us a sizable audience that will attract local and regional advertisers as well as marketers on a national level.”
Emmis says the effort will launch with 20 million unique monthly visitors, 10 million social media followers and 50 million video views per month thanks to its aggregation of audiences from various media and entertainment sites.