Scripps Unveils ulive Video Site9 Oct, 2013 By: Doug McPherson
NEW YORK – Yet another new media opportunity backed by ad dollars is seeing daylight, complements of Scripps Networks Interactive. It’s launching ulive, a digital lifestyle video site (www.ulive.com) and distribution platform.
ulive combines videos from all of Scripps' brands – HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country – plus more than 70 original videos from Scripps' talent, social media personalities and bloggers.
Ford Motor Co. has been named “a launch partner” in the venture and ads will be integrated into nine episodes with Scripps talent, which include videos showing “how the brand connects to its customers' lives every day.”
Scripps said ulive will let advertisers reach targets in more places through across all Scripps channels. Jeff Meyer, ulive president, described ulive as “an online destination” that lets Scripps reach new audiences by creating a platform where video content is distributed “in a thoughtfully curated” way.
He added that ulive makes it easier for viewers to watch their favorite videos on any media device. “ulive brings together content for all facets of life with videos that are instructive, fun and inspiring,” Meyer said.
Erica Bigley, digital media manager at Ford, said Ford is “consistently seeking opportunities that allow consumers to experience Ford vehicles in a space that is personalized to them. Sponsoring ulive gives us the ability to capture the excitement and the momentum of the launch and to connect with an engaged audience.”
Two ulive shows launched last week: “What Will the Maid Think?” from Bert Kreischer, host of The Travel Channel show “Trip Flip.” The show will offer up hotel room pranks and the reactions of unsuspecting maids. “Bonkers Awesome!” from Joy the Baker, the widely popular food blogger and author, will explore new foods, people and places.