With eight brands down, Condé Nast Entertainment is continuing to roll out digital video channels for the company’s numerous lifestyle titles. The latest, Golf Digest, which debuts today, is a bit of a departure from the typical Condé fare as the video network’s first (and only) sports channel.
While the channel will obviously focus on videos for dedicated golfers, it also includes some non-so-serious content. “The idea is for our channel to be a mix of equipment and how-tos but also golf as entertainment,” said Molly Baldwin, director of editorial operations for GolfDigest.com.
Launch series include The Hot List, based on the magazine’s equipment review franchise; Breaking Bad Scores (yes, it’s a play on the TV show title, and no, blue meth won’t play a central role) and Nerve Wrackers, a pair of how-to series hosted by top golf instructors; and #Golfsecrets with Ben Crane, hosted by the titular PGA golfer-slash-YouTube comedian. Other shows currently in development include a female-based instructional series focusing on “golf’s sexiest shots” (such a thing actually exists, according to Baldwin) and an animated comedy based on the magazine’s Hungover Caddy column.
CNE oversaw most of the channel’s entertainment content, but because much of Golf Digest’s editorial focus falls outside of Condé’s typical fashion-and-lifestyle wheelhouse, some of the magazine’s editors were brought in to consult on the more technical series.
Callaway, the channel’s launch sponsor, will own pre-roll ads, in-stream video overlays and synced banner ads. There’s also a native element: Callaway has produced new episodes of its existing video series, Callaway Talks, to air on the Golf Digest channel. (Intel has a similar native integration in Wired’s digital video network, one of the earliest CNE launches.)