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Last week, AOL (NYSE: AOL) began talking up its plans for a stripped down “super network” content strategy. This week, the company is unveiling a “superstar network” that will serve to promote its entertainment offerings in partnership with the production company run by tween sensation The Jonas Brothers, the NYT reports. The first product of the partnership is a video channel called Cambio, which debuts Tuesday.
In addition to being a direct promotional vehicle for the Jonas Brothers to connect with their fans, Cambio, which is also powered by branding company MGX Lab, will also help boost the careers of the Jonas Group’s other artists, including Demi Lovato and Jordin Sparks.
The site will be anchored by a daily talk show, Cambio Connect, which is kind of like an online Entertainment Tonight for tweens and teens. Other series coming to the site include Ghost Hunting With Frankie Jonas and a late night music showcase starring the Jonas Brothers’ music director.
For AOL, Cambio (Spanish for “change”) represents a move to more premium content as opposed to the creation of lower-cost niche sites aimed at various slices of tech aficionados, sports fans and women. The focus on “premium” content is also an extension of the plans AOL has been working on for its advertising business. AOL CEO Tim Armstrong claims that the premium offerings under Cambio has already attracted big name advertisers like Bayer — as a result, the site will be profitable on its first day. But whether that remains true on its 100th day will depend on whether on how devoted Jonas Brothers’ fans are to the band and the artists hoping to ride their coattails.