ABC is rebranding its Live Well diginet as Localish and it will populate that network with content developed via its Localish brand, said Wendy McMahon, president, ABC Owned Television Stations. The rebranded digital network will debut on Feb. 17.
Localish is a digital brand that draws its content from ABC’s local markets. That content can then be found on at localish.com as well as on local TV station newcasts, websites and apps. Now, that content is being expanded into long-form TV shows that will reach approximately 14 million people at launch and be available on its own network. Local-ish producers will continue to debut content on its website and for the ABC stations as well.
“We first launched Localish as a reflection of our deep commitment to the communities we serve,” said McMahon in a statement. “The resonance of Localish’s storytelling has enabled us to forge connections with a new generation of viewers. We’re excited to start this next chapter of the brand and give our viewers even more ways to live like a local.”
“Over the past 18 months, it’s been incredible to see how our communities have embraced this unique style of storytelling that authentically reflects the best parts of America,” added Jennifer Mitchell, senior vice president, content development at ABC owned television stations, also in a statement. “Our storytellers and content creators have really been able to unlock innovative ways of storytelling, and we’re thrilled to share their work with even more people on every platform.”
In Localish’s first year, ABC’s owned stations produced more than 700 pieces of digital video, totaling more than 240 million video views, with 65 percent of its audience under the age of 44.
The network will debut with 10 new series developed off of the Localish platform:
The 10 series that will make up the initial programming on Localish include the following:
More In Common: Inspiring stories of Americans who come together despite their differences
All Good: Escape from negative news and discover people trying to make a positive change in their communities.
Secretly Awesome: Localish, via brand sponsor Hiscox Insurance, introduces viewers to spots the locals love.
My Go-To: Go-to places to be, people to see and things to do.
Bite Size: Highlighting the most unique dishes from local restaurants, bars and festivals.
Worth the Wait: Localish’s on-the-ground content producers seek out the longest lines in America to determine if what’s on the other end is worth the wait.
Pumped: Uncovering the latest and greatest fitness trends across America.
Glam Lab: Testing out the newest products and trends in beauty and self-care.
Out of Office: Where to go and what to do when out of the office.
Stroke of Genius: Finding the inspiration behind America’s most talented artists.