UK media company Global, which is behind radio brands such as Capital, Capital Xtra, Heart and LBC, is set to launch a weekly show airing exclusively on Twitter.
‘PopBuzz Presents’, which will stream on the microblogging site each Thursday at 5pm UK, will be hosted by former Capital radio DJ Lilah Parsons and Twitter UK’s music partnerships lead Will Hardy. The show will kick off on 16 November and run for at least six months.
The 30-minute show will consist of three seven-minute segments which will feature discussions around trending stories, guest interviews and games.
PopBuzz is Global’s pop culture and music streaming site, which was become the company’s first non-radio brand three years ago. It targets 18 to 24-year olds with a stream of trending tracks in social media, accompanied with articles, videos, GIFs, and other digital content. It also has an online radio station called PopBuzz Radio, and releases the PopBuzz Podcast every week.
“In the lifetime of PopBuzz, we’ve learned that Twitter is the first place audiences go to get close to the things they really care about, whether that’s celebrities, musicians or politicians,” Charles Ubaghs, head of social at Global, told Digiday. “Twitter has the scope and scale representative of the whole web. People can make connections with their passion points quickly.”
On the monetisation side of things, Global and Twitter have agreed a revenue share deal that will see a mix of commercial packages including pre-roll, mid-roll and sponsorship sold to brands, similar to advertising on TV.
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