Interactive One is a strong digital brand in its own right, but combined with any of its sister companies — including all of parent company Radio One’s properties aimed at the African American, Latino and urban markets, from national and local radio stations to TV One and One Solution — the result is a multi-platform powerhouse.

“There are very few digital companies who have a tower of a cable television network at a scale like we do,” says Tom Newman, president, Interactive One. “It really is both a promotional opportunity and a content opportunity.”

He calls HelloBeautiful Interludes Live: Johnny Gill a prime example of what happens when the digital and television sides unite.

The one-hour special premieres Saturday, June 20 at 10:00 p.m. Eastern on both TV One and Interactive One’s popular website HelloBeautiful.com.

“Interludes was something we’d been doing for a while, and TV One said, ‘Wow, this is great. We want to make a television show out of it,’” Newman says.

“A project like HelloBeautiful Interludes Live attracts well-known, established talent to the network,” says D’Angela Proctor, SVP original programming and Production, TV One. “[It] creates a synergistic platform by exposing HelloBeautiful.com to a linear audience, and in turn exposes TV One’s brand to HelloBeautiful.com’s online audience.”

With TV One in more than 57 million households and Interactive One’s portfolio of 70-plus websites reaching 25 million users per month — nearly 4 million alone visit HelloBeautiful.com, a website aimed at millennial African-American women — it’s a win-win for everyone.

“These types of multi-platform touch points benefit TV One and its audience in that it offers promotion of the network’s parent company Radio One’s African-American and urban community stations; video clips and webisodes on HelloBeautiful.com; ad sales integrations with national brands and clients; and on-demand tie-ins with affiliate partners,” Proctor says, noting those also reinforce the overall company’s reputation for providing its diverse audiences with compelling entertainment and culturally relevant content.

“TV really is an amazing long-form vehicle where you can reach so many people,” Newman says. “We take that and turn it into things that are interactive and personalized with more ‘snacking’ elements, which works well on the digital side. “

Interactive One has very engaged viewers, which only adds to its marketing might. Newman says more than 80% of their users accessing information via smart phones and tablets.

“We have a very large social footprint, with over 12 million organic social media followers,” Newman says. “You name that social media platform and we’re on it, engaging with our fans and audiences. We’re able to put that promotional machine to work for our internal initiatives and external initiatives as well.”

Photo courtesy of TV One/Jesse Arroyo

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