Why Time Inc. Is Going Big on Branded Video

Entertainment Weekly's 'Lightbulb' puts spotlight on actors

As part of Time Inc.’s repositioning as a multi-platform media company, the publisher of titles like People and Sports Illustrated has been putting an increased emphasis on fostering cross-brand collaborations.

So far, we’ve seen a few examples of this on the print editorial side (like the recent partnership between Fortune and Food & Wine), and now, that strategy is being embraced by the company’s expanding digital video division.

This month, Entertainment Weekly introduced Lightbulb, a new web series sponsored by Glade that features one-on-one interviews with actors and other creative types like Morgan Spurlock, Tavi Gevinson and Rashida Jones.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in