AOL’s internal video production company, AOL Studios, will handle 60 percent of the company’s original shows this year, TheWrap has learned.
That’s a significant increase from last year, when outside producers were responsible for 90 percent of AOL’s original video.
Nate Hayden, AOL’s vice president of originals and branded entertainment, told TheWrap that the move would make the company’s programming more nimble and more lucrative.
AOL Studios will also own all the intellectual property, including international, and it can shape creative decisions quicker by responding to data on how current episodes and clips are performing.
It also will allow AOL Studios to create a higher volume of content, by shaving off cost inefficiencies caused by working with many outside parties.
Previously, AOL had partnered with outside production companies like Radical Media on Emmy-nominated “Park Bench With Steve Buscemi” and with Telepictures for “Candidly Nicole” starring Nicole Richie.
Over the last several years, AOL has invested heavily in its brands like TechCrunch, Engadget, and The Huffington Post, producing a number of original programs.
“Every single one of the shows we’re creating is aligned with one of our content brands,” Hayden said. “Storytelling-wise, they’re perfectly aligned and also able to tap into their built-in audiences.”
Telecom giant Verizon bought AOL last year for $4.4 billion, betting on the company’s prowess in mobile video, but Hayden said the wheels were turning to make this change in AOL’s programming before that deal.