NZME has expanded its online video offering into the lifestyle genre and announced its development of a suite of video series.
Commercial partnerships were front of mind in the creation of the nine series that span fashion, food, travel and interior design.
A number of series have already been piloted for agencies and advertisers.
The series will be distributed across NZME’s digital brands as part of a platform-agnostic strategy to target multiple audiences.
Chief commercial officer, Laura Maxwell, said today’s viewers want to access video “across the platforms and devices they love” and “not be constrained to a curated walled-garden”.
“This new initiative provides brands with a channel that is relatively untapped in the New Zealand market, to engage with consumers who are already readers, listeners and viewers of NZME brands,” she said.
NZME has been ramping up online video investment since the opening of its new integrated newsroom late last year.
The company video presence now spans homegrown comedy, news and current affairs, sport and business.
NZME’s head of video Cameron Death said the company’s one-year-old streaming platform WatchMe has had tremendous success, reaching 700,000 viewers in recent weeks.
“The extension into lifestyle programming is a natural one that our audiences and advertisers have been asking for,” he said.
The nine lifestyle series announced so far are:
Love Letter To…
New Zealand celebrities speak about the places that mean the most to them personally and why. Each week a personality’s letter is re-rendered as cinematic paean to the locale of their choosing. Stunningly shot, intensely personal.
How to Wear
A fun, fast-paced studio with Rosie Kelway, dazzling us with any number of ways to wear the latest trends – from preppy to punk, and everything in-between.
It’s the inner city living makeover show that proves you can grow in any space – from balconies, yards and windowsills, to green walls and indoor gardens. We have the tips, the tricks and inspiration.
Unwind with Auckland’s top chefs and restaurateurs as they gather after hours for candid conversation, hilarity and – of course – great food. We explore the late-night haunts of the city’s most discerning diners.
Making A Menu
Follow the trials of opening a new restaurant. Kyle Street and Jordan MacDonald count down to the grand unveiling of their latest project – carefully crafting a menu as their premises comes to life around them.
The Viva Interview
A window into the homes, and creative process, of New Zealand’s top fashion designers. Dan Ahwa is one-on-one with next season’s style-makers
At Home With Viva
A hand held walk through the pet projects of New Zealand’s top interior designers. Whether you come for inspiration, practical advice, or just to pry, you’re in for a visual feast of stunning interior design.
A Broad Palate
Ray McVinnie’s mouth-watering tour of Auckland’s global food stores, and the people and stories behind them – from Sandringham’s spice shops to the hidden treasures of the Otara markets.
One of the Girls
Laura McGoldrick hits the town armed only with her girlfriends. Each night, a new bar, new people and new banter. This is where Aucklanders let their hair down and nothing is off the table.
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