Press
Web Video Audiences Remain a Mystery
Content partners are essentially naked on YouTube -- and that continues to be true for YouTube’s new channel partners. As of late Thursday, Deca’s two-day-old Kin channel had accumulated over 1,400 subscriber and over 327,000 views. Not exactly "The Good Wife"-type numbers yet, but not too shabby. At least potential advertisers will have some sense of whether there are signs of life at Kin.
Deca debuts two women-focused channels for YouTube
Deca, a digital media company that primarily targets women audiences, has rolled out KinCommunity, one of the 100-odd original content channels YouTube has promised to roll out in the next several months.
The women's lifestyle channel features programming on food, fashion, parenting and personal stories. The company said it's YouTube's first new original channel dedicated to women.
This isn't Deca's first rodeo, the company has been producing high-quality video content targeting women since 2007, including the award-winning series
Momversation
. DECA also partners with many of the world's most reputable media companies, content creators, influential bloggers and advertisers to syndicate high-quality online video across its scaled network called Her Channel that currently reaches more than 35 million users.
"With KinCommunity, we wanted to speak differently to the multi-dimensional aspects of today's woman who is constantly balancing the tensions between caring for everyone else and caring for herself," said Beth Le Manach, VP of programming for DECA.
DECA Launches 'Kin Community' - YouTube's First New Channel of Original Programming for Women
DECA, the leading women's digital media company, today officially launched the KinCommunity channel on YouTube as part of the video-sharing site's new channels initiative. KinCommunity, a women's lifestyle channel featuring programming on food, fashion, parenting and personal stories, is YouTube's first new original channel dedicated to women. With a platform that attracts more than three billion views per day, DECA's KinCommunity channel has the ability to reach a new audience of women seeking informative, yet entertaining, quality programming.
According to a new study by Nielsen released this month, "Women are the world's most powerful single demographic. They control the majority of household spending decisions, their influence is growing, and they are increasingly exercising this new-found power in a variety of ways."
As a pioneer in the women's digital media industry, DECA produces high-quality video content targeting women, including the award-winning series Momversation. DECA's KinCommunity channel on YouTube builds on the company's in-house expertise of creating women-centric programming. In addition to its studio business, DECA partners with many of the world's most reputable media companies, content creators, influential bloggers and advertisers to syndicate high-quality online video across its scaled network called Her Channel that currently reaches more than 35 million users.
"As a mom, I visit many sites targeting women like me, but when I look at the actual programming, I often feel it speaks to women as moms first and women second," said Beth Le Manach, Vice President, Programming for DECA. "With KinCommunity, we wanted to speak differently to the multi-dimensional aspects of today's woman who is constantly balancing the tensions between caring for everyone else and caring for herself."
"We are thrilled to partner with YouTube to build a truly unique women's brand. Our deep understanding of female audiences, track record of creating high-quality, social and interactive content and the success of our network of sites are a great foundation for launching KinCommunity," said Michael Wayne, Co-Founder & CEO of DECA. "KinCommunity further advances DECA's content mission to inform and entertain women everywhere."
At launch the KinCommunity channel will feature 17 videos from two original series: "KinEats" and "KinStyle." KinEats will feature ten episodes of simple everyday recipes from a variety of sources including bloggers, influencers as well as real women from the KinCommunity. The series communicates that daily meal prep can be both efficient and artful. Each video is a sensory experience that emphasizes beautiful photography, soulful music, and personal storytelling. KinStyle launches with seven episodes, featuring fashion bloggers and affordable clothing (each featured look will never cost more than $100) for every size and shape told via quirky sets and playful commentary. Additionally, e-commerce enabled links will allow viewers to purchase the featured fashion.
In the coming months, KinCommunity will introduce more series to its slate of original programming, including 'KinParents' -- a humorous take on parenthood -- and 'KinStory' -- a daily, docu-reality series. To see KinCommunity and its original slate of programming on YouTube, please visit: http://www.youtube.com/kincommunity .
Deca's KinCommunity Debuts On YouTube
YouTube's foray into professionally produced, video channels has launched today, with the debut of a channel from Los Angeles-based Deca, called KinCommunity. Deca launched KinCommunity, and online, women's lifestyle "channel" featuring food, parenting, fashion, and other videos, on YouTube this morning, featuring short, professional clips on fashion, cooking tips, and other topics. The channel is the first in a series of channels YouTube had said it would be launching new, original channels back in October, featuring a who's who of Southern California content companies and startups. In addition to Deca, EQAL, Katalyst, Machinima, Demand Media, Maker Studios, My Damn Channel, and Vuguru all are slated to launch channels as part of the YouTube initiative. YouTube has said it will have more than a hundred channels by next year.
After Makeover, YouTube Channels Begin to Roll Out
With YouTube’s redesign last week, the stage was set for the Google site’s big bet on professionally-produced video “channels.” Now here come the channels.
On Tuesday, KinCommunity, a women’s-oriented lifestyle channel run by a company called Deca, went live with videos on food, fashion, parenting and personal stories. With its mission to celebrate the “simple artistry of everyday life,” KinCommunity features short clips including advice for moms on how to dress after having kids, a mini-documentary about a mother who uproots her American family and moves to Tuscany, and a video that shows people how to make coconut chocolate macaroons.
“We want to be the big online brand for women over 25,” says Deca CEO Michael Wayne, who started the company in 2007 and previously launched sites including Momversation.com, HerSay.com, and ParentsAsk.com...KinCommunity will produce three new videos a day. “We want to give women a moment where they can get away and experience something beautiful and take two minutes to themselves,” Deca’s Wayne said. Unlike other new YouTube channels that will feature or be tied to well-known personalities such as Brooke Burke, Madonna and Jay-Z, KinCommunity won’t have any brand name celebrities so that it can focus on “being authentic, real and accessible,” Wayne said. On-camera talent will include women who write popular blogs or Deca’s own vice president of programming, Beth Le Manach, and its creative director, Eileen Levinson.
YouTube's New 'Channels' Flicker to Life With Mom-Focused 'Kin'
YouTube's $100 million experiment in original content won't start to bear fruit until early next year, but a couple of newly commissioned "channels" are getting off the ground early, including women-focused "Kin," from Deca, the company that operates websites like Momversation.com and CoolMom.com.
The channel, which went live Monday night, include four web series, or what Deca is calling "sub-channels," Kin Eats, Kin Style, Kin Parents and Kin Stories. Deca is planning to refresh the channel with at least 13 new episodes a week, all about one to three minutes long.
The shows are a definite step up in production values and quality from standard YouTube fare, though much shorter and still very bare-bones compared to TV content. The idea here is to keep programming costs economic for web video, yet good enough to appeal to brand advertisers, and that means spending in the low single-digit thousands per episode.
Kourtney Kardashian is the Latest Mommy Blogger
Watch out Dooce. Move over Soleil Moon Frye. Make way Daphne Brogdon. There’s a new mom in the wide world of video blogging...It’d be easy to critique this show with a lot of snark, but not every program (parenting or otherwise) always needs to be about something with some gravitas. Kourtney’s Mommy Blog is the reality TV version of Momversation or (insert your favorite mom-oriented online video program here).
Meet the Creators of YouTube’s Channels
Google’s YouTube site on Friday announced a list of the nearly 100 online “channels” of original, professional-grade content that will launch by the middle of next year.
The channels that grabbed the most headlines Friday had celebrity power including singer Madonna and rapper Jay-Z, and model Brooke Burke, among others.
But many of the partners for the initiative aren’t necessarily partnered with celebrities and already produce online videos that attracted the attention of YouTube executives [including] KinCommunity, a women’s lifestyle channel featuring content on food, fashion, parenting and personal stories. Created by Deca.tv, a women’s digital media company that creates and syndicates women’s video content.
More Great Content Creators Coming to YouTube
Even more original entertainment will soon join YouTube's existing channel lineup, created by well-known personalities and content producers as well as some of the most innovative up-and-coming media companies and some of YouTube's own existing partners.
YouTube Confirms Plans To Take On Cable With ‘Channels’, Names Dozens Of Partners
YouTube’s ambitions to challenge cable television head-on are getting a big boost tonight: the world’s largest video site is announcing that it’s lined up a slew of new content partners who will be developing shows for the site, covering everything from sports to comedy to music. The news had been rumored for some time, including a report last week in the WSJ.
In a blog post announcing the news, YouTube says its goal with these channels is to “[give] you more reasons to keep coming back again and again”. The post references the so-called “defining channels” born out of cable, like MTV, ESPN, and CNN, and says that the next generation of these will emerge on YouTube.
These channels will start coming online next month (“continuing over the next year”, so some will take a while), and will be available anywhere YouTube is.
[Included in this list of content partners is] DECA KinCommunity