- Impact
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Site Bets on Slick,
Made-for-Web Shows
By ROGER CHENG
Staff Reporter of The Wall Street Journal.
From The Wall Street Journal Online
Former MTV executives Morgan Hertzan and Joseph Varet founded an Internet site earlier this year to serve up professional-quality video to the young and the affluent, but it was really a 23-year-old Wall Streeter identified only as A.J. who put it on the map.
With one two-minute video following A.J., a self-described "analyst at a large investment bank," on a flashy Thursday night out with "models and bottles," the Web TV start-up became the talk of New York gossip and finance Internet sites, as well as MSNBC and the New York Sun.
"He's our Jessica Simpson," says Mr. Hertzan, invoking the singer whose now-dissolved marriage was a ratings and publicity bonanza for his old employer.
Messrs. Hertzan and Varet -- who relaunched their site, Code.TV, this week as LX.TV Lifestyle Television -- hope to capitalize on the recent attention by coupling the Web's cheap start-up costs and on-demand delivery system with a tried-and-true television formula: Find attractive young people. Put them in front of a camera. Surround them with expensive clothes, throbbing music, potent potables, fashionable nosh and more attractive, affluent young people.
Full Article: http://www.startupjournal.com/ideas/hitechonline/20061101-holmes.html?sjcontent=mail
Made-for-Web Shows
By ROGER CHENG
Staff Reporter of The Wall Street Journal.
From The Wall Street Journal Online
Former MTV executives Morgan Hertzan and Joseph Varet founded an Internet site earlier this year to serve up professional-quality video to the young and the affluent, but it was really a 23-year-old Wall Streeter identified only as A.J. who put it on the map.
With one two-minute video following A.J., a self-described "analyst at a large investment bank," on a flashy Thursday night out with "models and bottles," the Web TV start-up became the talk of New York gossip and finance Internet sites, as well as MSNBC and the New York Sun.
"He's our Jessica Simpson," says Mr. Hertzan, invoking the singer whose now-dissolved marriage was a ratings and publicity bonanza for his old employer.
Messrs. Hertzan and Varet -- who relaunched their site, Code.TV, this week as LX.TV Lifestyle Television -- hope to capitalize on the recent attention by coupling the Web's cheap start-up costs and on-demand delivery system with a tried-and-true television formula: Find attractive young people. Put them in front of a camera. Surround them with expensive clothes, throbbing music, potent potables, fashionable nosh and more attractive, affluent young people.
Full Article: http://www.startupjournal.com/ideas/hitechonline/20061101-holmes.html?sjcontent=mail
