Walt Disney subsidiary ABC News announced details of its new video partnership with ATTN on Tuesday. The news site is specialized in producing content that appeals to the younger generation and will help coprocessor videos together with ABC News that will run on social media platforms including Facebook, Twitter and Instagram. The two companies will use ABC News equipment and footage to produce short videos that will be engaging to both of their audiences.
ATTN: co-founder and Editor-in-Chief Matthew Segal will join ABC News as a contributor, the companies said on Tuesday.
News networks are under extreme pressure to find new exciting ways to reach the younger generations as many millenials are shifting from broadcast TV and moving into digital media sites such as YouTube or Hulu. Only 8 percent of U.S. viewers of national broadcast television news in 2016 were in the 18-34-year-old age bracket, according to Nielsen.
Colby Smith, vice president of digital media at ABC Television Group, said the average age of viewers across ABC News’ digital platforms ranged from 30 to 40 years old, while Segal said the median age of ATTN:’s viewers was mid-to-late 20s.
“One area where we’ve never homed in are big exclusives and interviews in our videos, and that’s where Matthew and his team are going to focus,” Smith said in an interview.
ABC News is well known for booking big names to appear in its shows including “Good Morning America” and “World News Tonight with David Muir,”. However ATTN having massive digital media experience will help mould and cut the ABC News footage and make it suitable for social media. This is great news for advertisers looking to extend their audience reach across different platforms and to the younger generations.
ATTN participates in Facebook’s ad program that enables it to place ads in the middle of a video, and may use the strategy to monetize the videos made with ABC, Segal said.