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Cross Media: Motor Trend Calls YouTube Channel “Logical Next Step”

Published on February 09, 2012

Source Interlink Media (SIM) has announced the launch of the MotorTrend YouTube Channel, with original automotive content available to online audiences. The Motor Trend Channel is part of YouTube’s rollout of around 100 new original content channels throughout the year.

“We are really treating this like a TV channel,” said Source Interlink Media Chief Content Officer and Motor Trend Channel Executive Producer Angus MacKenzie. “What separates it from linear or traditional TV – is how interactive Internet television is. These new channels are very social-media driven. We can immediately communicate with our viewers for instantaneous feedback on what they do and don’t like, and what they’d like to see more of.”

The Motor Trend Channel’s programs garner content from SIM’s portfolio of automotive media brands, including Motor Trend, Hot Rod, Motorcyclist and FourWheeler, among others. The programs cover first rides and drives and tests of the latest two- and four-wheeled machinery, as well as automotive lifestyle and documentary shows.
SIM identifies its in-market auto group audience as:

  • 52% male
  • Mean age 43
  • Mean household income $71,000
  • 72% college educated
  • 73% employed full or part time

A full schedule of programming with eight separate shows is expected to be available by February 17. New videos from each show will be posted on a varying schedule, but there will be new content available every business day.

Motor Trend’s new programming will be produced by Michael Suggett and Julia Sanchez with MacKenzie serving as Executive Producer. Jim Gleason will assume the role of Creative Manager.

“This was the next logical step for SIM as it continues its transformation from a legacy magazine publishing business to a media-neutral content creation company,” said McKenzie. “The channels and content provided by Motor Trend and others under YouTube’s initiative represent a paradigm shift for how enthusiasts watch and consume video online.”

Among the eight original programs:

  • “Ignition,” a weekly five-minute block feature first drives and first tests
  • “Head 2 Head,” a comparison test series focusing on performance vehicles and motorcycles
  • “Roadkill,” a feature-length program following HotRod’s David Freiburger and Mike Finnegan as they enjoy hot rods, street machines and “other highly strung performance vehicles”
  • “Epic Drives,” a travelogue of road trips from around the world.