U.S. cable news network HLN is rebranding this year, with an eye towards captivating the millennial audience.
The network, headed up by executive VP and GM Albie Hecht, will re-format and rebrand with an approach borrowed from social media – headlines will be curated from popular sites and blogs, trending news and viral topics will be shared, and emerging social media stars will be tapped.
HLN acquired a version of the syndicated series RightThisMinute from MGM Domestic Television Distribution, which finds web videos and tells their back stories before they’ve gone viral. RightThisMinute is produced by MagicDustTelevision.
Other programming in the reality, games, clip shows and animation genres will premiere throughout the year.
The network will feature a new look and new hosts, and the social media format will impact series already on air, including Nancy Grace and Dr. Drew On Call.
“While others report on the conversation, HLN will be a part of it,” said Hecht. “Just as MTV was adopted by a disconnected target audience that was under-served by television, HLN will be the first TV home to embrace the social media generation and champion its interests.”