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START, the new YouTube video games channel from IGN Entertainment and SHINE Group, launches with its first wave of original shows this week. Part of Google's YouTube channels initiative, START is among YouTube's first official original channels to launch this year, delivering a mix of live and long-form programming for anyone who loves or plays games.
With START, IGN will reach new audiences with new forms of content. With video inventory nearly sold out on IGN, START provides an entirely new vehicle to deliver professionally-produced video content for advertisers. Call of Duty has signed on to be the U.S. advertising launch partner for START.
"The time is right to take game-related video programming beyond what's 'in the game' and evangelize playing games as a mainstream activity," said Bernard Ho, GM/VP of Video, IGN Entertainment. "START combines the voice of IGN as its emcee with TV-quality content anchored in games. It's a great vehicle to create premium content that's accessible to all, while remaining true to our core audience of serious gamers."
"Reveille is committed to bringing the best content to audiences across all platforms and the partnership with IGN Entertainment enables us to do just that for YouTube with START," added David Anderson, Senior Vice President, Head of Digital at Reveille.
Produced and curated by IGN, the world's largest games media company – in partnership with SHINE Group's Reveille Productions, a global production group best known for worldwide hits including "The Biggest Loser," "MasterChef," and "The Office" – START will debut with five original shows, with new episodes available weekly. Shows premiering the week of January 31st include:
START will continue to build on its existing programming in the coming months with a wealth of new content, including live event coverage from the IGN Pro League, dedicated to the world of eSports; the much anticipated Season 5 of HD Films' "The Jace Hall Show," shot in 3D; and much more. All-new content produced by Reveille will include scripted comedies, game shows and game content exclusives.
START is the latest evolution in content creation and distribution from IGN Entertainment, the #1 gaming media network, reaching the highest concentration of males 18-34 online and 1 in 4 males online every month (comScore). In addition to YouTube, its video content is syndicated across various networks, including Xbox Live, Hulu, Dailymotion, 5min and more. IGN Entertainment's flagship website, IGN.com, launched in 1997, and today its gaming and entertainment content appears on multiple platforms where gamers consume content.