AT&T is planning to develop and produce content tailored for mobile video, in a year-long project.
The US mobile and IPTV giant is looking to reach a younger audience by working with Fullscreen to create Hello Lab. It will showcase 10 digital and social influencers who will create video series as well as podcasts, concerts, meetups and giveaways. And, while the content is meant to be viewed on mobile devices, the influencers themselves will also be creating their content by using their phones as mobile production studios.
Fullscreen manages a network of thousands of social and digital creators' channels on Snapchat, YouTube and other platforms, so it has the chops for the project, and has been working with AT&T since 2012.
In 2014, AT&T and the Chernin Group created Otter Media, a joint venture to acquire, invest in and launch over-the-top (OTT) video services. The two committed more than $500 million in funding to the venture.
The strategic goal of the initiative is to invest in advertising and subscription video-on-demand (SVOD) channels as well as streaming services. AT&T said that it would also bring its wireline and wireless network resources to the alliance, paving the way for additional revenue via the broadband needed to ensure a good video quality of experience. Also in 2014, Otter Media bought a majority stake in Fullscreen.