×

E! Launches Promotional Boost to Tell Viewers E! News Is Delivered Beyond TV

E! News, the entertaining entertainment update long associated with the cable network with which it shares its name, wants users to think a little harder about speed and, perhaps, focus less on accessing it via TV.

Over the past twenty months, executives at the NBCUniveral-owned outlet have placed more of a digital emphasis on its news operations, hoping that fans of the regular “E! News” program and website will take note of the fact that they can get the celebrity info it dispenses across social media, mobile devices and video on demand, too. On Monday, the network is rolling out a new promotional effort designed to call attention to its evolving digital outreach.

“We are starting to focus on where our audience is,” said Jennifer Neal, executive vice president of marketing for E!, in an interview.

Ads slated to appear on billboards on online will urge both E! News aficionados and potential new adherents to “Be Pop Cultured,” and use entertainment-news trivia and tidbits to capture their interest. The promotions will turn up on billboards in highly trafficked areas including Sunset Blvd. in Los Angeles and on the world’s largest billboard in New York’s Times Square, as well as through ads with digital media companies including BuzzFeed and Refinery29.

Many E! fans are likely familiar with the cable network’s long-running news program, which has featured hosts ranging from Steve Kmetko to Ryan Seacrest to Giuliana Rancic to Maria Menounos. But the network has recently taken some of the streaming-video E! News programming made for its web site and redeveloped it for Facebook Live. “Live From E!” is an interactive live weekday show made for the venue. “E! News Now,” meanwhile, is a short-form news series produced for broadband and mobile outlets.

More is on the way. The network launched “TV Therapy” for Facebook Live on August 8, and has plans to, by early September, have an original show airing every weeknight. The live shows are also being tailored for other venues such as YouTube and Periscope and are expected to be made available by early autumn. On September 8, a weekly Snapchat series is scheduled to start.

The key to the campaign, said Neal, is that each ad is tailored for the audience expected to see it. An ad for E! News slated to appear on the web site of Paper Magazine will read, “This is where Kim broke the internet. Be Pop Cultured,” a nod to the publication’s cover photo featuring Kim Kardashian. Ads appearing around NBCU’s 30 Rockefeller Center headquarters in New York may use lines referencing Tina Fey, who starred in the insider satire “30 Rock.

More Digital

  • SAG-AFTRA HQ

    SAG-AFTRA Ends Long Strike Against Ad Agency Bartle Bogle Hegarty

    SAG-AFTRA has ended its 10-month strike against Bartle Bogle Hegarty after the advertising agency agreed to sign the union’s new commercials contract. The union instructed its 160,000 members in September not to accept any work for BBH, which had been signed to SAG-AFTRA’s commercials contracts since 1999. The strike came two weeks after BBH publicly [...]

  • FaceApp is displayed on an iPhone,

    SAG-AFTRA Warns Members About FaceApp Terms of Use

    SAG-AFTRA is warning its 160,000 members about the “overreaching and invasive” terms of use for the FaceApp mobile application. FaceApp, developed by Russian company Wireless Lab, uses neural network technology to automatically generate transformations of faces in photographs. The app can be used to make users appear older, younger, or change gender. The terms include [...]

  • J. Cole

    Apple Music Launches 'Rap Life' Playlist

    Apple Music announced the launch of “Rap Life,” a new global playlist focusing on contemporary rap artists and culture. It replaces the former “The A-List: Hip-Hop” playlist. Said Ebro Darden, Apple Music’s Global Editorial Head of Hip-Hop and R&B: “We flipped it to dig deeper into into the lifestyle [and to] keep pushing the culture [...]

  • Billie Eilish

    ARRI, Mobile TV Group Back New Venture Revitalizing Streamed Concerts

    A new venture looking to bring a fresh approach to live-streaming concerts has gotten the backing of hardware heavyweights ARRI and Mobile TV Group. Wide+Close is launching with the mandate of shooting music performances with film cameras and cinematographers in order to give the content a more cinematic feel. “We want to take concert filming [...]

  • Fortnite Battle Royale

    How 'Fortnite' Fans Can Earn Loot by Watching YouTube Videos

    Epic Games and YouTube have teamed up with a special offer for “Fortnite” players — giving players of the popular battle-royale game rewards when they watch “Fortnite”-premiered content on the video platform. The catch: You have to watch at least 20 minutes of “Fortnite” special content or live esports broadcasts to receive the loot. Under [...]

  • Roku headquarters

    Roku Plans to Expand to Brazil, Other Countries (EXCLUSIVE)

    Roku plans to expand to multiple new territories in the coming months, Variety has learned. One of the first new markets for the company will likely be Brazil. An international expansion could help Roku grow its customer base, which in turn should lead to growing advertising revenues. Roku executives have been hinting at plans to [...]

  • Google Stadia Pro to Include 1

    Google’s Stadia Game Streaming Service to Include Free Monthly Game

    Google has been busy sharing additional details about its upcoming game streaming service Stadia, clearing up some confusion in the process. Stadia’s pro subscription tier, which will cost $10 per month, won’t be a Netflix-type subscription service. However, subscribers will get free games at the rate of about a title per month. That’s according to [...]

More From Our Brands

Access exclusive content