AwesomenessTV & Hearst Align for Seventeen-Branded Portals

NEW YORK: Hearst Corporation and AwesomenessTV have created a joint venture for a new stand-alone Seventeen-branded YouTube channel that will feature original content as well as a multichannel network (MCN).

AwesomenessTV will program the new Seventeen YouTube channel and will manage the Seventeen MCN. The YouTube destination will feature original shows, videos and tutorials that cover a wide range of topics of interest to teens, including fashion, beauty, entertainment and relationships. The Seventeen MCN will be a dedicated platform for teen girls to produce and share their own channels, similar to the model for the AwesomenessTV MCN.

"Multiple generations of teen girls have turned to Seventeen for the latest in fashion, beauty, lifestyle advice and more, which is why we are excited about working with Hearst to engage with today's connected teens through the platforms they care about most," noted Brian Robbins, the founder and CEO of AwesomenessTV. "This is a generation that not only consumes an amazing amount of content, but produces it as well, which is what we are tapping into for Seventeen."

"Our partnership with AwesomenessTV speaks to the growing importance of digital video content and Hearst's commitment to being a key player in the creation and distribution of entertaining programming, wherever, whenever and however people want it," said David Carey, the president of Hearst Magazines. "AwesomenessTV is a leader in this area and we are very excited to join with them to expand Seventeen across the fastest growing platform to build its ever-expanding fan base."

"We are at an unprecedented moment in history where teen girls are defining their own media and the new Seventeen channel allows them to connect with our brand on a whole new level," stated Ann Shoket, editor in chief of Seventeen. "AwesomenessTV really speaks to our audience: we're identifying the online stars who resonate with our readers, and creating a platform for the millions of young women who are creating their own content to share with other girls around the world."

"Our strategy has always been to talk to girls on every platform: print, mobile, web, and social," added Jayne Jamison, the VP and publisher of Seventeen. "This is an opportunity for Seventeen and our marketing partners to amplify our ongoing conversation through an engaging, integrated video experience designed for a highly targeted audience in an environment they already know and love."