Radio Disney Moves To Video With Sweety High Partnership
June 24, 2015 at 12:37 PM (PT)
RADIO DISNEY, looking to move from a broadcast network to a full-scale digital outlet, is developing a video series aimed at tween and teen girls with startup SWEETY HIGH, according to a report in VARIETY.
Under the terms of the two-year deal, the two companies will co-produce and distribute shows across SWEETY HIGH and RADIO DISNEY platforms, as well as work together to integrate talent while jointly pursuing marketing and sales deals. Program episodes will appear on SweetyHigh.com and its SWEETIVITY app, and on RadioDisney.com and RADIO DISNEY apps.
RADIO DISNEY — which already produces some original video in-house — will look to develop content for its female teenage audience, which it shares with SWEETY HIGH’s target demo.
According to SWEETY HIGH CEO FRANK SIMONETTI, the deal hopes to produce up to 100 episodes per year with RADIO DISNEY, starting with two initial series. The startup, founded in 2009, has produced 500 original episodes to date.
The first two planned series are: “Sweet Beat TV/RADIO DISNEY Insider,” pairing talent from SWEETY HIGH’s existing “Sweet Beat TV” show with RADIO DISNEY celebrity interviews; and “Revealed/Next Big Thing," a behind-the-scenes look at rising young artists. The first season of “Revealed” is slated to feature RCA RECORDS pop singer BECKY G, who got her big break on YOUTUBE.
RADIO DISNEY announced last year it would sell 23 of its 24 radio stations, with the exception of KDIS-A/L.A., to focus efforts on digital content (NET NEWS 8/13/14)
“Working with SWEETY HIGH really speaks to our ongoing efforts to build out our digital reach and really target the audience that has an insatiable appetite for music, artists and entertainment,” said RADIO DISNEY VP Programming/GM PHIL GUERINI. “Their focus for supporting and developing content that targets that girl audience is very well aligned with our vision.”
Privately funded MARINIA DEL REY-based SWEETY HIGH has 30 employees, reaching about 1.5 million girls monthly across its website and on social-media channels.
RADIO DISNEY also develops content with other digital-media companies, including AWESOMEONESSTV and MAKER STUDIOS, the multichannel network DISNEY acquired last year.
RADIO DISNEY’s digital outlets include RADIODISNEY.COM and iOS and ANDROID apps; SIRIUSXM; iBIQUITY HD RADIO; SLACKER; TUNEIN; and iTUNES RADIO, along with a YOUTUBE channel with 360,000 subscribers.