Never short on swagger, however, Sean “Diddy” Combs is betting big that young audiences will make room for Revolt.TV -- the digital extension of his new multi-genre, multichannel music network.
Scheduled to launch on Monday, Revolt.TV will feature a real-time feed that integrates news, music videos, programming clips, social media updates and advertising.
At Diddy's demand, the site was made specifically for the "the next generation” of media consumer, according to Conor Brady, CCO at Huge, the digital agency that designed Revolt.TV.
“There's a lot about this site that hasn't been done before by a media company in digital,” Brady said
. “We were able to do it because we were focused on giving our core audience -- young people who have grown up using social media -- exactly what they want.”
In particular, the newsfeed format is what millennials “really expect from sites now,” Brady said. “The site is also completely device-agnostic, so it's a seamless experience whether you're watching TV, using a laptop or a tablet, or your smartphone.”
To pay the bills, Revolt.TV will specialize in “nontraditional” native ad units, which will allow sponsors to integrate their messages into the site's editorial experience. “Expect to see advertisers integrated into the news feed in similar ways as promoted Tweets work on Twitter and sponsored stories work on Facebook,” said Kai Wright, communications director at Revolt.
Neither Wright or Brady would discuss specific sponsorship partners on Friday.
As for original content, Revolt will be producing several shows, including “Revolt Live” -- an hour-long program that some have likened to MTV’s “Total Request Live.”
Additional site features include a “split screen,” which will let users watch live video and browse content simultaneously, and user profiles, which change based on their content consumption habits.
“When we were designing the site, Sean Combs would often talk about how he wanted it to work for his kids who were looking for music sitting on the couch using their phones,” Brady explained.
Revolt, which officially launched in October, is already available on Comcast’s Xfinity TV and Time Warner Cable in several large markets, including New York, Los Angeles, and Chicago.
“Users with a cable TV subscription can watch the broadcast channel on Revolt.TV if they want, but the newsfeed also exposes broadcast content as it’s presented on TV,” Brady added. “Content that is submitted to the site by Revolt users can be picked up and broadcast on the TV channel as well.”
Going forward, Revolt is presently developing a mobile application for iOS and Android users, which it hopes to launch by January.
Financially successful or not, Revolt should have ready access to capital. Combs -- who owns Revolt through Combs Enterprises -- is worth roughly $580 million, according to Forbes.