Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show tailored for Twitter users and featuring short clips of the publisher’s irreverent brand of news and cultural coverage.
“It's a new video format for Vice … a size perfect for the immediacy and efficiency of the Twitter platform,” according to Eddy Moretti, Vice’s chief creative officer.
More broadly, Moretti said: “Twitter is evolving, and media creators need to rethink the way they create and distribute formats.”
Expected to debut in the second half of 2013, the mobile-centric series is just one of a number of media partnerships currently being developed by Twitter.
In fact, the Vice deal is one of several partnerships that Twitter announced on Thursday as part of its “Amplify effort” -- a new way for networks to broadcast real-time video across the popular platform.
“We think these types of two-screen sponsorships are a win-win-win,” Glenn Brown, director of promoted content and sponsorships at Twitter, explained in a Thursday blog post.
“Powered by Promoted Tweets, broadcasters reach new audiences and open up new business lines,” Brown explained. “Brand advertisers get, for the first time, an integrated cross-platform tool for reaching the social conversation wherever it happens.”
Additional launch partners include BBC America, Fox, Fuse, The Weather Channel, Bloomberg TV, Conde Nast, and Time Inc.
To accompany the launch of #dailyvice, Vice said it is currently searching for willing brand partners.
Across all media channels and continents, Vice claims to reach over 200 million users a month. Specifically, Vice’s YouTube channel -- which launched just last year -- already has more than 2 million subscribers.
Vice’s various properties include a network of digital channels, including Vice.com; a TV and film production studio; a book-publishing division; a record label; an in-house creative services agency; and, of course, a magazine.