Hearst's Seventeen Magazine Sets YouTube Channel

Seventeen, Hearst’s girl-focused mag founded in 1944, is now getting serious about reaching digitally focused femmes with original programming that includes shows from five YouTube personalities.

The magazine, in conjunction with DreamWorks Animation’s AwesomenessTV division, is relaunching its YouTube channel and introducing a related multichannel network for fan-contributed content. The updated Seventeen Channel will include original shows spanning the expected teen-girl topics, including boys, beauty, entertainment and fashion.

Seventeen Channel will debut with daily shows from five YouTube creators: Becky G, Meredith Foster, Meghan Rosette, Heart Defensor and Lisa Schwartz.

Original shows on the channel are to include “Beauty Smarties,” with hair and makeup tricks; “DIY Your Life,” from Meredith Foster (YouTube handle: StilaBabe09); “Fashion Remix,” hosted by Heart Defensor (ThatsHeart); “What’s in My Fridge?,” in which host Meghan Rosette (MeghanRosette) must whip up a snack using only ingredients suggested in user-submitted videos; “Promposals,” in which Becky G coaches guys on asking girls to the prom; and “Hot Guy Showdown,” a competition show hosted by comedian Lisa Schwartz (Lisbug) pitting contestants in different challenges for a chance to be on Seventeen’s Hot Guy Panel.

Hearst and AwesomenessTV announced their pact last October. The Seventeen Channel content is being produced at AwesomenessTV’s West Los Angeles studio. Melody Hammer, former StyleHaul exec producer, is the executive producer of Seventeen Channel.

In addition to producing content for the Seventeen Channel, AwesomenessTV will manage the Seventeen MCN, which will provide a platform for teen girls to produce and share their own channels. Hearst will promote the new digital channels in the print magazine, which has about 2 million subscribers.

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