Time Inc. rolls out new digital video service

As print ad dollars shrink, Time Inc. is looking for a bigger piece of the digital video advertising pie.

On Tuesday the company will roll out the People/Entertainment Weekly Network (PEN), a free ad-supported streaming video network featuring content from the two celebrity entertainment titles.

The move is part of the company’s recently renewed effort to find new streams of digital revenue as print advertising and readership continue to decline. Time Inc. has undergone extensive restructuring over the summer to better position it digitally, eliminating the position of publisher from its titles to focus on more broad-ranging content deals.

Time Inc. says PEN will air more than 300 hours of new programming during its first year. That includes 14 original shows and specials during its first month.

There are a number of ways to access PEN, including on People’s website at People.com/PEN. It can also be viewed on iOS and Android mobile devices, as well as OTT devices including Roku, Apple TV, Amazon Fire TV and Google Chromecast. The company also has distribution deals with Comcast Xfinity, Xumo and PlutoTV.

A taste of PEN content

The network will debut four new shows on launch day: “The Children of 9/11: 15 Years Later,” a documentary about five children who never met their fathers, who were killed on Sept. 11; “The Jess Cagle Interview,” in which the EW editorial director interviews various celebrities; “People Cover Story,” a documentary-style look at the weekly’s latest cover story; and “People Features,” video versions of some of the title’s stories.

Time Inc. will also leverage some of its most popular properties on PEN, such as Sports Illustrated Swimsuit, the Time 100 and the Essence Festival.

The company hasn’t said what types of ad inventory will be available on PEN, but Alcon DAILIES TOTAL1 contact lenses, L’Oreal USA and MillerCoors are among advertisers already signed up.

Digital video advertising is expected to reach $9.84 billion this year and $11.72 billion next year, according to eMarketer. But it’s unclear how much of that Time Inc. could bring in with PEN and whether an aggressive foray into digital video will be worth the investment.

Tags: apple tv, entertainment weekly, OTT, people, People/Entertainment Weekly Network, roku, time inc. digital video