Business Insider is making the leap into market-driven business news TV with “The Bottom Line,” which founder Henry Blodget will host and will stream on the business news website’s social media platforms.
Sami Main of Adweek writes, “The Bottom Line is sponsored by Fidelity and debuts today at 2 p.m. ET. The 15- to 20-minute business news show will stream weekly on Business Insider’s and Markets Insider’s Facebook pages and Twitter accounts, reaching a combined 9 million followers.
“Fidelity’s yearlong partnership (a total of 36 shows) includes a mention of the financial services firm at the beginning of each show and as a preroll of short-form, on-demand clips that come out of the show.
“‘Few people have the time to turn on a device at a specific time to settle in for some programming,’ Blodget said. ‘We’ve built this show to ultimately break it up into individual stories to then distribute on our social platforms.’
“The competition for this kind of show is fierce, from cable stalwart CNBC to the Wall Street Journal’s WSJ Live to digital player Cheddar TV, which streams for up to eight hours a day on Twitter.
“The Bottom Line, Blodget said, is different. For one thing, the average age of his audience is 35. That’s 10 years younger than other business-focused publications. He calls it a ‘large, millennial, executive audience.'”
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