The Information launches new video product called TITV
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The Information on Monday will launch its first live video product, TITV, hosted by reporter Akash Pasricha.
Why it matters: The video format allows The Information to give its readers, who are mostly tech and business professionals, a peek behind the curtain into how the outlet's editorial decisions are made.
- Co-founder and CEO Jessica Lessin will host a regular segment talking about coverage themes coming out of the outlet's editor's meetings.
- Lessin told Axios in an interview that video and newsroom inside access are things The Information's subscribers have long asked for.
Zoom in: The show, which debuts Monday at 1 p.m. ET, will include guests from within The Information's newsroom and its source rolodex to talk about the biggest stories of the day across tech, business and AI.
- Each show will start with multiple segments on top news stories anchored by Pasricha, and then will include guests to discuss news of the day. Each show will vary in length, depending on the news cycle. Some shows could last up to an hour, per Lessin.
- The show will live be streamed live on YouTube, X and The Information's website. It will be available on-demand across those channels and podcast platforms, such as Apple and Spotify. The company will leverage the feeds from its former podcasts to reach a built-in audience, Lessin said. Over time, it may launch new show feeds.
- The outlet will cut vertical video clips from the show to distribute on social media channels such as TikTok, Instagram, X and others after the show airs.
- The newsroom will set up studios in San Francisco and New York so that reporters from both coasts can make regular appearances from the office. Reporters in places like Hong Kong will also make regular appearances remotely.
Between the lines: The name TITV is meant to underscore how ubiquitous the TV-watching experience has become in the digital era. "It's not meant to be literal," Lessin said.
Zoom out: Lessin hopes the video series will drive a meaningful new revenue stream for the brand.
- "I think this could become a very significant part of our business," she said.
- The outlet has five people working on the new product as of now. Lessin said she hopes to build on that momentum as the show grows.
- Amazon Web Services will serve as the product's presenting launch sponsor.
The big picture: TITV is one of the most significant product launches from The Information since its inception over a decade ago.
- The company, which relies mostly on high-end subscriptions, has focused on creating more products that allow its heavily engaged subscribers to interact with its reporters and get deeper insights.
- Last week, it launched a new AI chatbot called The Information Deep Research chatbot, to help its readers mine through the outlet's trove of business data.
- The outlet created a long-form lifestyle and trends reporting section called the "The Information Weekend" in 2021. It launched a series of social networking tools in 2022.
