Viacom has acquired youth channel AwesomenessTV to expand its reach among millennials.
According to Variety, Viacom is paying around $300m to AwesomenessTV and its current CEO Jordan Levin will depart post acquisition. As part of the deal, the Digital TV channel will be part of Viacom’s portfolio of brands and will be live within the Viacom Digital Studios division headed by president Kelly Day, formerly chief business officer of Awesomeness.
Viacom earlier appointed former Awesomeness alumna Paula Kaplan as executive VP of talent and development for Viacom Digital Studios.
Day said: “Awesomeness has done an incredible job building their brand into a digital media powerhouse for today’s most sought-after and hard-to-reach youth audiences.
"The team brings strong digital expertise, deep connections with top talent and influencers, a world-class television and film studio, and a robust branded content team and creative agency that will accelerate the growth and scale of Viacom Digital Studios.”