15 June 2010 | Author: J. Morton News Editor
According to its pre-launch home page, "Something big is about to hit the internet", and that big thing is Cambio.
A joint venture between AOL, MGX Lab, a brand strategy company, and the Jonas Group, which represents a range of pop entertainers, Cambio has been described as an online equivalent to MTV for the internet generation, where music video programming will be debuted daily and weekly.
Moving forward with firms such as the Jonas Group - whose prime claim to fame has been the Jonas Brothers' ascent to the tops of stardom - falls in line with AOL's recent moves to pull itself from financial struggles through site content.
The venture "is an investment in what we believe is going to be a future network for the internet", said AOL chief Tim Armstrong.
Once a leader of the pack, AOL has seen a decline in revenues and popularity as competitors such as Google have rocketed forward in the last 10 years. The company has most recently detached from Time Warner after an eight-year association.
For the Jonas Group, Cambio represents an opportunity to eschew traditional media outlets when trying to communicate to its audience, primarily those under 25.
Kevin Jonas, Sr, said traditional media is "suffering", with fewer people paying attention to radio stations and television channels. "Having the ability to reach your audience yourself - and the ability for the artists and entertainment company to interact directly with brands - [is] the future," he told the New York Times.
The forthcoming internet channel will also feature actors and musicians not necessarily associated with the Jonas Group, however, according to its executives.
New AOL site Cambio seeks to be MTV of the internet
According to its pre-launch home page, "Something big is about to hit the internet", and that big thing is Cambio.A joint venture between AOL, MGX Lab, a brand strategy company, and the Jonas Group, which represents a range of pop entertainers, Cambio has been described as an online equivalent to MTV for the internet generation, where music video programming will be debuted daily and weekly.
Moving forward with firms such as the Jonas Group - whose prime claim to fame has been the Jonas Brothers' ascent to the tops of stardom - falls in line with AOL's recent moves to pull itself from financial struggles through site content.
The venture "is an investment in what we believe is going to be a future network for the internet", said AOL chief Tim Armstrong.
Once a leader of the pack, AOL has seen a decline in revenues and popularity as competitors such as Google have rocketed forward in the last 10 years. The company has most recently detached from Time Warner after an eight-year association.
For the Jonas Group, Cambio represents an opportunity to eschew traditional media outlets when trying to communicate to its audience, primarily those under 25.
Kevin Jonas, Sr, said traditional media is "suffering", with fewer people paying attention to radio stations and television channels. "Having the ability to reach your audience yourself - and the ability for the artists and entertainment company to interact directly with brands - [is] the future," he told the New York Times.
The forthcoming internet channel will also feature actors and musicians not necessarily associated with the Jonas Group, however, according to its executives.
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