Captivate Adds New Content Partners

Strengthening the programming on its digital elevator network in office buildings, Captivate announced Monday (July 21) three new content providers and an expansion of its local programming that will make 30 percent of its content live and local.

To Bolster its business editorial, the Gannett-owned out-of-home company has partnered with BusinessWeek, Harvard Business Review, Crain’s New York Business, and Crain’s Chicago Business.

As part of its strategy to expand its local programming, Captivate hired a dedicated editorial staff of six to deliver customized local news and content to 23 cities. The editorial staff also manage six blogs, a shift in the business model for Captivate, which is now extending its brand to the Internet in order to reach an audience that are exposed to its screens every day.

Typically, out-of-home networks have relied on national content. “Captivate has taken a radically different approach with live and original programming, valuable local information and the creation of blogs that brings our content to the viewer’s desktop,” said Mike DiFranza, president and general manager for Captivate Network.

Instead of using RSS feeds, which by their format are difficult to adapt to its elevator screens, Captivate will rely on the live editorial team to select and boil-down information into readable, digestible tidbits to feature on the network.

Some of the local information Captivate provides to elevator viewers might include transportation alerts or local weather updates for the city or surrounding recreation areas.
“Nearly 50 percent of our viewers identify Captivate as their primary news source. People are time pressed and catch information on the fly and when they want to dive deeply, they go to the Internet,” DiFranza said.