Oxygen launches new website with a more responsive, app-like design

By Natan Edelsburg 

Screen Shot 2014-04-22 at 8.37.18 AMNearly three years ago, we wrote about how TV websites should become more connected to the mobile, second screen experience that might complement a TV show.

Yesterday, Oxygen became the latest network to jump on the bandwagon and redesign their destinations to be responsive and app-like. “Oxygen Media unveiled the re-launch of Oxygen.com today, making it more convenient than ever for the network’s young, female audience to access digital content anywhere, at any time,” according to the announcement.

Here are the details.

New digital offerings will include:

  • “Sisterhood of Hip Hop” will tap female hip-hop greats to contribute weekly digital and social content to complement the show in the companion series, “Conversations with Legends.”
  • “Nail’d It!” will invite viewers to express themselves by socially submitting a share-worthy photo of their own nail art using a custom hash tag.  Entries will be aggregated on a landing page with the chance to also appear in social vignettes during premiere episodes of the show.
  • Fix My Choir” series’ stars Deitrick Haddon and Michelle Williams will participate in live video after shows following premiere episodes where fans will have the chance to ask questions directly to the show talent.
  • “Street Art Throwdown” will offer fans an immersive transmedia experience by extending the storytelling into original video content that lives in the digital space and will feature a shocking last-minute twist in the end.
  • “My Crazy Love” will ask questions in a cross-platform poll inspired by episode themes to find out how far fans have gone in the name of love. Viewers will be encouraged to respond on their second screen devices while watching live episodes with results provided in real time.