Magazine companies have been steadily increasing their efforts to provide original video programming online, hoping to capture some of the ad dollars and consumers that are increasingly going to the web. Time Inc., for example, has created a unit called Time Inc. Studios to produce videos for its many magazines and brands.
In addition to its stand-alone location, Better.tv will appear on the Better Homes & Gardens site as part of the relaunch happening there this month.
Serving younger consumers
The driving idea is to better serve younger consumers, President-CEO Steve Lacy said in a statement.
"One of our key strategies is to find new ways to reach the next generation of Meredith consumers -- the daughters of baby-boomer women," Mr. Lacy said. "The creation of Better.tv -- paired with the relaunch of BHG.com -- significantly increases our ability to connect younger women with our trusted brands. It also enables us to expand our digital assets and offerings to marketers eager to reach the wide band of women we serve."