GE signs as flagship sponsor of millennial-targeted daily video-aggregation service on Apple TV
New York-based Mic earlier this month acquired Hyper, which last summer debuted an iPad “video magazine” app stocked with short-form news and lifestyle features. Mic has signed GE as the initial sponsor of Hyper on Apple TV, under which a GE-branded video will be one of the 6-12 featured daily videos in the app.
“Apple TV apps are not great for discovering new content,” said Mic CEO Chris Altchek. “What we’re trying to do with Hyper is find the absolute best content published today… We want this to become the tastemaker app for Apple TV.”
Hyper culls content from video platforms like YouTube and Vimeo, and its iPad app has featured videos from independent creators as well as media companies including CNN, the New York Times and Vice Media. “Content creators are pushing us to feature them,” Altchek said. “We’re driving discovery long before they’re discovered on social networks.”
Hyper, based in Berlin, was founded last year by a group of filmmakers who saw a need to separate the wheat from the chaff in Internet video given that every day there’s more video uploaded than anyone could watch in a lifetime, said co-founder and CEO Markus Gilles. The 10-person Hyper team combs through hundreds of videos daily to pick the ones they believe deliver a storytelling punch with high-quality production.
“We want you to have an experience where you appreciate the content being really, really well done,” Gilles said. “The idea is to discover the world through video, as opposed to staying in your algorithmic bubble.”
Added Altchek: “This is not an incentive to create the latest and greatest viral video.” Mic acquired Hyper, which already had the Apple TV app in the works, on the premise that it could quickly scale the video service’s reach by marketing Hyper to its audience of 30 million millennials.
Most of the video in Hyper will continue to be pulled from third parties, with some Mic originals mixed in. The launch of Hyper on Apple TV will feature the season 2 debut of Mic’s docu-series “The Movement,” which explores social issues affecting marginalized communities across the U.S.
GE’s branded content, slated to hit Hyper on Apple TV at launch, will include the company’s three “Unimpossible Missions” short films, which use science to explore idioms like “a snowball’s chance in hell” and launched on Mic.com in February.
“As we push into the OTT space, we are excited about how Hyper has positioned themselves around high-quality video,” said Alexa Christon, GE’s head of media innovation. GE has committed to a one-month run in Hyper’s Apple TV app.
Founded in 2011, Mic has raised $32 million in venture capital from investors including Lightspeed Venture Partners, Axel Springer, Advancit Capital and Lerer Hippeau Ventures.
Watch a promo video for Hyper’s Apple TV app: