Not content with simply partnering with ABC News yesterday for a revamped news service that includes multiple new web series, Yahoo continues to recreate itself with the launch of Yahoo! Screen, a new video hub that turns the internet into something closer to television, with multiple channels filled with thousands of videos and television shows.
With an interface that happens to look very similar to Hulu, the hub offers channels based around Lifestyle, Sports, Movies, Comedy, News, Finance, TV Shows and “Yahoo Originals,” a slate of original programming including ABC News content, existing brand extensions like OMG! Now and The Thread alongside all-new shows.
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Yahoo’s VP of media properties, David Rice, told Fast Company that “the objective [behind the revamp] is to make it easy for me to watch and be entertained,” explaining that while Yahoo has a large library of premium video content, historically “if you go out and ask consumers and advertisers who’s the leader in video, rarely would they say Yahoo.”
The channels are being compiled by a combination of human editors and personalized algorithms based on your viewing habits, and Yahoo plans to use the latter to target advertising towards specific demographics, making the site more attractive to companies looking to reach an eager audience.
Currently, Yahoo! Screen is only available on desktops and laptops, but the company hopes to bring it to mobile devices soon.
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Graeme McMillan is a reporter at TIME. Find him on Twitter at @Graemem or on Facebook at Facebook/Graeme.McMillan. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.