AOL Teams With Jonas Group for MTV-Style Site -Cambio launches Tuesday

The next time the Jonas Brothers release an album or announce a tour, they can skip “Entertainment Tonight” and YouTube and go straight to Cambio.

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The new video site Cambio will include a charity series called “Cambio Cares.” Johnson & Johnson is the first sponsor.

Making its debut online on Tuesday, Cambio is the product of a partnership of AOL, the brand strategy company MGX Lab, and the Jonas Group, which represents the Jonas Brothers, Demi Lovato, Jordin Sparks and other entertainers. It is being billed by its backers as a next-generation video network for the Web, a kind of MTV without the pesky middleman, intended for 13- to 24-year-olds who spend hours online but not enough time on AOL’s sites.

On Cambio there will be daily and weekly video shows, some created in conjunction with advertisers. A partner in the Jonas Group, Kevin Jonas Sr., says Cambio will be a “safe environment” to talk to fans. It is also a chance to bypass old media gatekeepers.

For the struggling AOL, Cambio is a major part of a content strategy that has gained a lot of attention this year. Cambio “is an investment in what we believe is going to be a future network for the Internet,” said Tim Armstrong, the chief executive of AOL. Video is the second fastest-growing category of online advertising, behind search.

via nytimes.com

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Posted via web from Siobhan O'Flynn's 1001 Tales