We have a feeling that this is not going to work, but time will tell.
ABC and their O&O’s are trying to reach millennials. that have no interest in TV and watch most stuff on their phones.
So, the ABC O&O’s is creating a new brand designed to appeal to mobile millennials.
B&C writes that the new brand, dubbed 'Localish,' focuses on hyper-local stories produced by the stations with a national appeal, distributed on digital and social platforms.
“Localish is built around the idea of producing content for this mobile-first audience whose interests might be a bit different than what we produce day-to-day,” said Wendy McMahon, president of ABC Owned Stations.
“This is a new venture to create an environment where we can experiment with new kinds of storytelling and new kinds of distribution.”
We give it 8 months.