US – Leading provider of sports news ESPN has joined forces with Vice Media in a bid to attract a younger audience.
As part of the deal, Vice will produce an original series to air exclusively on ESPN’s channels including mobile and digital, while ESPN’s documentary series 30 For 30 will be shown on Viceland. Like much of Vice’s progamming, its sports shows promise to focus on athletes outside the mainstream. The two companies will also create an animated series together.
‘The team at Vice does an extraordinary job presenting stories through their own unique lens – and working with them will help to bring a new perspective to our storytelling,’ said John Skipper, president of ESPN and co-chairman of Disney Media Networks, in a statement. ‘I am confident that the content born out of this collaboration will be a win for fans of ESPN, Vice and storytelling in general.’
Capturing younger consumers’ attention is forcing media brands to collaborate rather than compete. For more on the appeal of collaboration and open-source heritage, see our Anti-authenticity Marketing macrotrend.