Sports Illustrated Adds Breaking-News Video Channel

On a day that belongs to TMZ Sports, a much older sports media franchise is hoping to carve out some additional traction in the online video world.

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Per Ad Age‘s Michael Sebastian, Sports Illustrated has hired a dozen people so far to power today’s newly launched SI Wire, including three on-air TV personalities. From his report:

“The news cycle is so vicious and moves so quickly,” said Paul Fichtenbaum, editor of the Time Inc. Sports Group, which includes Sports Illustrated. “We want to make sure that as these things evolve that we can present them in video fashion.”

The financial services firm John Hancock is sponsoring SI Wire, with pre-roll ads running against the show… [The firm’s VP of brand, marketing and creative services James] Bacharach declined to say how much the company was paying to run the ads.

A lot of stuff at SI Wire is headlined “Report:”, as-in trying to get a piece of whatever third-party news is trending at any given moment. Read the rest of Sebastien’s report here.

Previously on FishbowlNY: