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Hartbeat and Sundial Media: A Groundbreaking Streaming Partnership

In an exciting development for the entertainment landscape, Hartbeat, the global entertainment company founded by comedian Kevin Hart, has partnered with Sundial Media & Technology Group (SMTG) to launch an ESSENCE-branded FAST channel. This innovative streaming service aims to fill a significant gap in the current media offerings by specifically targeting Black women and providing them with high-quality content. This partnership is pivotal, especially at a time when the demand for diverse and representative media continues to grow.

Addressing a Unique Market Need

The ESSENCE-branded channel stands out as the first major streaming platform designed specifically for Black women. The collaboration takes advantage of SMTG’s extensive library and Hartbeat's award-winning production capabilities to deliver original programming. Recent industry data highlights that Black households are rapidly increasing their viewership on connected TV (CTV) platforms, with a remarkable 40% year-over-year growth in streaming among Black audiences. Despite this, programming tailored for Black women remains relatively scarce.

“Hartbeat has consistently identified and served underrepresented markets,” said Jeff Clanagan, President and Chief Distribution Officer of Hartbeat. He emphasized that this channel is not merely about adding a new streaming option; rather, it represents an opportunity to create authentic content that resonates with an audience often overlooked by traditional media channels.

The Power of Representation

Kirk McDonald, CEO of Sundial Media & Technology Group, reflected on the importance of the partnership, stating that the collaboration allows them to extend their well-established brands into the streaming space for the first time. By doing so, they create a platform on which Black women can see their stories and experiences authentically represented. This includes highlighting their achievements and cultural contributions through dynamic programming.

The FAST channel plans to offer a mix of acquired shows from SMTG’s library alongside original content produced collaboratively. Hartbeat’s production team is dedicated to developing exclusive content that celebrates the essence of Black womanhood in various aspects of life. Michele Ghee, ESSENCE’s Chief Content Officer, noted, “This ESSENCE-branded FAST channel ensures that Black women are not only seen but are also the focal point of this new media frontier.”

Empowering Creatives

A crucial aspect of this partnership is the emphasis on empowering Black women creators. By connecting with established actresses, writers, and directors, the ESSENCE channel aims to provide them with the creative freedom to produce authentic content. This initiative will not only sustain premium programming but also generate new revenue streams for Black women in the creative industry.

Both Hartbeat and SMTG are heavily invested in the cultural narrative surrounding Black communities and are known for their commitment to diverse storytelling. For over 55 years, ESSENCE has consistently celebrated and recognized the impact of Black women in society, making this partnership an exemplary venture that promises to extend that legacy into the streaming realm.

The channel, set to launch on all major connected TV and FAST platforms, will aim for maximum accessibility, thereby ensuring that Black women across all viewing preferences can engage with content that resonates with their experiences.

Conclusion

As this partnership unfolds, it promises to transform the streaming landscape by centering the narratives and cultures of Black women. This initiative has the potential to become a cultural touchstone for a community eager for authentic representation in media. In a world where streaming platforms are steadily diversifying, the ESSENCE-branded FAST channel stands poised to become a beacon of hope, empowerment, and inspiration for Black women everywhere.