Emmis NY’s Hot 97 is working with online video platform Gen2Media to produce an innovative reality video series airs on its website and the website. The docu-series, called The Wizards NYC, features “disc jockeys as the “wizards” behind the booth setting the rules and tone of the night, controlling the crowd through the power of their hands.” It’s meant to “explore the world they truly live in; a world filled with glitz, glamour and more grinding — where anything can happen.”
Gen2Media partnered with Emmis NY to premiere the show, with their production team working directly with long time MTV producers Pamela Gimenez and Serife Turhan, the creators of the show. The first episode aired to viewers online at legendary hip hop artist 50 Cent’s website and Emmis’ Hot 97 site on Wednesday, February 24th.
“A huge audience tuned in to the radio station’s website [and] 50 Cent’s website at 8PM in the evening to watch The Wizards NYC reality show. It is truly groundbreaking, and a win-win for both the audience and advertisers,” notes Benjamin Finley, VP, Branded Entertainment, Emmis Communications Corporation.”
Plans to monetize include integrating advertisers into upcoming shows, with in-Stream Video Advertising, Pre-Mid-Post Rolls, and a Skinned player around the programming. Sponsor messaging carries through to partner sites such as iconic Rap Artist 50 Cent’s website, according to Mary Spio, Co-Founder and President of Gen2Media.
This is a great way for stations to utilize their online platform to extend their brand into video. It’s obviously a big opportunity for the station to connect with their audience, and offer that opportunity to sponsors as well.