With the upcoming show, which has already generated solid viewership for a pair of preview clips, the hope is for 9GAG to "r eimagining what we could do a bit," said Schneider. It's only just established a presence in the US, including an ad sales team. Think the recent Facebook algorithm shift to favor content from friends and family to Instagram's various feed tweaks.Īll of these publications need to find audiences, and revenue streams, on as many platforms as possible.ĩGAG was founded roughly a decade ago in Hong Kong.
The brands cut their teeth in social media, and have found the fundamentals of what made them successful constantly changing.
It's the same path forged by brands like Betches and Fuck Jerry. With the push into distributing original series 9GAG appears to be attempting what several other viral outlets have tried to do – turning a social media born content company into a multifaceted media company. It will be distributed via various social media outlets and possibly even on TV.Īccording to Russell Schneider, 9GAG's head of partnerships and business development, "Deplorable" aims to emulate the way that publishers such as NowThis and Cheddar have found audiences through non linear channels - while also playing with a very traditional format. The 12-episode show, "Deplorable with Victor Dweck, is due this August. In fact, Deplorable has tapped Tom Leopold, a veteran writer from classic sitcoms such as "Cheers," "Seinfeld," and "Ellen," to executive produce and run the show. Next up, 9GAG is partnering with an independent producing company – Deplorable – to launch out a late night talk show. Mostly 9GAG has made its name by pumping out cute cat pictures, user produced pratfall videos and loads of captioned photos of celebrities ranging from Leonardo DiCarprio to Kim Jong Un. The Hong Kong-based social media content firm has amassed nearly 40 million fans on Facebook and another 45 million on Instagram over the past decade. When you think of viral internet meme culture - you wouldn't necessarily associate that brand of comedy with classic TV sitcoms.īut 9GAG is trying to blend those two worlds, while also bending some of the conventions of the classic TV talk show.
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