A+E Networks is launching a new digital division in a bid to diversify its business model and grow its presence across digital-first platforms. With Ann McGowan (pictured) at the helm, the new outfit will oversee dedicated brand sites, YouTube channels and SVOD platforms. Its remit will also include short form video creation, newsletters and numerous social handles across Instagram, X, Facebook and TikTok.
McGowan, who previously worked at Dow Jones and NBCU, will be the division’s general manager, and report into chief digital & marketing officer Juliana Stock. She said: “I’m thrilled to lead the new digital division as we shape the future of how audiences engage with our content. A+E’s legacy of storytelling, combined with its forward-thinking approach to digital innovation, makes it a true leader in bringing the power of human experience to consumers across the multimedia landscape.”
A&E, a Disney-Hearst JV, comes from a position of strength. Its content reaches around 414 million homes in 200 territories. In addition to the new digital division, it controls the History Channel, Lifetime, LMN, FYI and Vice TV brands. It also has a robust content production studio and a portfolio of 50 FAST channels.
The digital division’s first initiative will be the relaunch of History.com. The site will carry short-form content, an expanded This Day in History section, fresh articles and next-day streaming of The HISTORY Channel series. It will also prioritise personalisation, community building and smart advertising opportunities.
A+E’s Stock added. “Ann’s expertise in digital innovation and strategic leadership will advance our efforts to grow audience engagement, streamline operations and deliver high-quality experiences that resonate with viewers and advertising partners alike.”
A+E joins a number of traditional media companies seeking to expand their footprint in the digital-first ecosystem. However it is not a newcomer to this sector. Way back in 2016 it launched a division called 45th & Dean that was a hub for digital and branded content. At the time, 45th & Dean was described as “a full-service agency supporting brands, shows, advertising and distribution partners. It intelligently engages in data analysis that informs content creation. 45th & Dean creates original content across A+E Networks’ owned and operated websites, linear channels, and a range of other platforms. More series are in-development for Snap Inc. and Watch on Facebook.”
