![]() The business strategy for QuickTake remains the same as with the original TicToc launch, Bloomberg Media CEO Justin Smith said, but now the company is pooling resources to expand the reach among digital-native news consumers. TicToc currently delivers 90 million monthly global views across social platforms and other destinations, with an audience that is 54% U.S. In year two, it expanded to other platforms including Instagram, Facebook, YouTube, Amazon Echo, the web (at ) and airport TV screens. security threat.īloomberg’s TicToc initially launched exclusively on Twitter. politicians have sounded alarms over potential data privacy and censorship issues given TikTok’s Chinese ownership, and the company is the target of a regulatory probe into whether it represents a U.S. It’s now among the most popular social apps in the world, having been installed over 1.5 billion times, per research firm Sensor Tower. ByteDance, after acquiring short-form video app startup Musical.ly in a $1 billion deal, migrated Musical.ly users to its existing TikTok app in the summer of 2018. Less than a year later, TikTok burst onto the scene. TicToc by Bloomberg debuted in December 2017, billed as a reimagining of the 24-hour news channel with bite-size video dispatches. The service’s handle will be on Twitter, Facebook and Instagram, while TicToc’s existing YouTube channel will cut over to the new name. QuickTake, like TicToc, will comprise original content that taps into Bloomberg’s newsroom staff of 2,700 journalists in 120 countries, “which we see as our true competitive advantage,” Cowgill said. In addition to live coverage, the streaming channel will include longer-form news features and mini-documentaries. It will still produce and distribute on-demand programming across multiple platforms and publish a daily newsletter. In the first half of 2020, Bloomberg plans to launch QuickTake as a 24-hour linear streaming news channel available on OTT platforms. 3, replacing it with the relatively anodyne QuickTake. “The other TikTok has been there and has been a factor, but it’s more about leaning into a new name that represents what we’ve become.”īloomberg is retiring the TicToc name effective Dec. “We obviously see the similarities of the names,” said Jean Ellen Cowgill, general manager of the newly renamed QuickTake by Bloomberg (and former TicToc GM). Senators Call for TikTok Security Review Over China Espionage Fears Regulators Have Started to Investigate TikTok (Report) The print version of Bloomberg QuickTake will continue to be led by Leah Harrison Singer.Bloomberg's Media Company Will Not Investigate Boss, Democrats in 2020 Run-Up Cowgill told Variety Bloomberg plans to add to the QuickTake staff next year. It will be led by Tre Shallowhorn, who previously led the Bloomberg digital video team, Jean Ellen Cowgill, the former general manager of TicToc and Mindy Massucci, head of global content for QuickTake. The new unit will combine TicToc’s existing 60-member staff with the 20-person Bloomberg digital video team and will use the original reporting of Bloomberg’s more than 2,700 reporters based in 120 countries around the world. ![]() ![]() So you’re going to see a huge swing of television advertising or video advertising moving toward OTT.” In September, Bloomberg Media CEO Justin Smith spoke about the growth of streaming channels, saying, “OTT is now representing about 30% of actual television viewing, and yet only three percent of the actual TV budgets are directed against that 30% of viewing. Bloomberg Media hasn’t yet announced its OTT channel partners for QuickTake, but it’s clear the company sees OTT as an area ripe for investment. It will also have on-demand programming on multiple platforms, offering live coverage as well as longer-form features of five- to 10-minutes in length, small documentaries and the one- to two-minute videos on which the TicToc brand was built. The newly combined QuickTake by Bloomberg brand will comprise a new 24-hour streaming news channel. QuickTake was originally launched as a brand that examined and explained timely topics to Bloomberg’s business and financial audience, primarily on the Bloomberg Terminal but also on and in print. ![]() Bloomberg said that in the last year, TicToc’s audience size has increased by 79% and skews toward a “primarily younger demographic.” airport TV screens. It now reaches an audience of more than 90 million monthly views. Bloomberg’s TicToc has since expanded beyond Twitter and onto other social platforms, such as Instagram, YouTube, Facebook, Amazon Echo and U.S.
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