Revision3 just scored a major milestone on its quest to extend its audience with the launch of a new weekly show called A.V. Talk that’s based on and staffed by the Onion’s AV Club. The new collaboration continues a larger trend within the company of striking deals with partners that already have massive built-in audiences — audiences that will be key to continuing Revision3’s success
as it loses one of its biggest shows, DiggNation.
The first episode, which went live on Revision3.com earlier today, finds AV Club editor Keith Phipps and his writers Tasha Robinson, Scott Tobias and Nathan Rabin reviewing the top movies of 2010 while sitting around what appears to be a table in their Chicago office.
That setup might not sound very exciting, but consider this: A.V. Talk is based on an audio podcast by the same name that’s been around for two-and-a-half years and is listed in the top 25 of TV- and movie-related audio podcasts on iTunes. The AV Club site itself, which is used to promote the new A.V. Talk show, clocks 1.9 million visitors a month. And then there’s this little newspaper called The Onion, which has been featuring the AV Club as its entertainment section for some seven years now. In other words: Revision3 just launched a project with a pretty decent built-in audience.
And it’s an audience that’s valuable to Revision3. The network has mostly been catering to male geeks in their twenties and early thirties. Extending its reach to movie lovers could help to get access to female viewers as well as less tech-savvy viewers. Revision3 CEO Jim Louderback told us recently that “embracing new demographics is a key part of our 10-year plan of global domination.”
“We loved what they were doing, were big fans of their audio podcast,” said Louderback today via email, adding: “We got together to try to figure out how to make it into a fun, compelling video show without losing the essence of what made it so awesome.” The AV Club crew said via email that it will continue to produce its audio podcast “most weeks,” possibly focusing on topics that won’t work as well on video.
This isn’t the first time Revision3 has struck a deal with some high-profile collaborators. Earlier this month, it picked up The Young Turks, a daily news show that has accumulated some 360 million views on YouTube.
Partnerships like these are important for Revision3 especially in light of the fact that it’s losing one of its flagship shows by the end of the year: DiggNation hosts Kevin Rose and Alex Albrecht have announced that they won’t be doing the show anymore in its current form in 2011.
However, partnerships with established podcasts haven’t always worked out for Revision3: The online network poached the well-known pop culture podcast Epic FU away from Next New Networks in the summer of 2008, only to drop it four months later amid cost cuts.
As for The Onion, Louderback didn’t want to rule out any further collaborations. “We’re not currently developing anything else with them, but we think this is a great start of what we hope is a long and profitable relationship,” he told me.
Related content on GigaOM Pro: (subscription required)
- Fact or Fiction: Where Is Branded Online Video Going?
- Fantasy Football’s Very Real Digital Business
- Can Online Video Show Us the Future of Newspapers?