AwesomenessTV will handle the Seventeen channel's programming, Hearst said in a statement. Original shows and tutorials are in the works, per Hearst, with topics to include fashion, beauty and relationships. And according to The Wall Street Journal, AwesomenessTV has big content plans. "You might one day see a scripted version of a show like 'Gossip Girl' on the Seventeen channel," AwesomenessTV CEO Brian Robbins told the paper.
On the MCN side, Hearst said users can create new channels under the Seventeen umbrella.
"Our partnership with AwesomenessTV speaks to the growing importance of digital video content and Hearst’s commitment to being a key player in the creation and distribution of entertaining programming, wherever, whenever and however people want it," said Hearst Magazines president David Carey in a statement. "AwesomenessTV is a leader in this area and we are very excited to join with them to expand Seventeen across the fastest growing platform to build its ever-expanding fan base."
Hearst announced the new YouTube effort on Tuesday at its "magazine Upfront," where the publisher also revealed plans for two live conferences centered around the Cosmopolitan brand.