France’s M6 Group has officially kicked off a new millennial-focused offering.
Golden Network, launched last Thursday, is billed an integrated digital studio dedicated to the creation of content for Generation Y (those born between 1980 and 1995).
Headed by Adrien Labastire, the founder of M6’s first comedy video platform, Golden Moustache, Golden Network is headquartered in Paris and brings together various group-owned MCNs.
Twenty existing digital channels have been developed from six brands that include Golden Moustache, Rose Carpet (‘beautytainment’), Vloggist (lifestyle), Multiprise, Cover Garden (music) and Dot Move (dance). They boast a total of 57 million views each month.
“The creation of Golden Network is a strong evolution for the group that confirms and strengthens its capacity to reach young target audiences,” said M6 in a statement.
“Being part of M6 will help the studio to combine digital and TV strengths, create synergies between mediums and follow millennials throughout their media consumption.”
The group is reported to be investing around €5 million-€6 million (US$5.5 million-US$6.5 million) in the network.
Alreadu claiming local digital leadership into the ‘beautytainment’ and humour genres, Golden Network has strengthened its position with three additional deals.
The network has notably recruited YouTube new beauty-fcused talent Horia (1.6 million subs on YouTube, 1.1 million on Instagram), and is launching another comedy channel, Multiprise. Lifestyle channel Vloggist targets women over 25.
Golden Network will go into competition with Canal+’s Studio Bagel, and claims to have ties with some 50 digital talents.
Golden Network’s strategy, however, is to expand independently from M6, and produce shows for TV channels and new platforms.
Satirical short program Golden Moustache Fait son Cinéma will be broadcast on Canal+’s Comédie+ channel during the Cannes Film Festival, while documentary Allons Enfants, Portrait d’une Jeunesse qui se Bouge, about innovative actions taken by young people, aired this week on France 4.
Branded contents will be another source of revenue, and this activity has been recently strengthened by a partnership with global style online video network Style Haul, the RTL Group MCN subsidiary.
Both groups are set to collaborate on premium digital and brand-safe content.