The Root is partnering with its sister media outlet, Fusion, to bring some of our original content documenting African-American news, opinions and experiences to the Fusion television network, Variety reports.
The Root is one of the leading news websites producing engaging content for African-American audiences. Executives who orchestrated the deal describe how viewers wanted to see this kind of content in video form, and especially on a television network that already serves a large swath of nonwhite viewers. In addition to cable TV, Fusion is also an online news website targeting millennial Hispanics from Spanish-speaking homes.
“We see this as a tremendous opportunity for Fusion to provide The Root, a brand known for creating gripping digital content, with a platform to reach a new audience on TV,” said Fusion CEO Isaac Lee. “Bringing their editorial voice to our viewers underscores the importance of serving audiences with content that reflects the interests and passions of a young, multicultural generation.”
The Root’s television programming will likely take the form of unscripted television series, documentaries and specials.
Henry Louis Gates Jr., The Root’s co-founder and chairman, also released a statement describing how excited he is for the partnership.
“The Fusion team has produced dynamic content that addresses the issues that matter to America’s diverse population in an informative and entertaining way,” Gates, also the director of the Hutchins Center for African and African American Research at Harvard University, said. “I am thrilled to be partnering with Fusion to give The Root an opportunity to broaden its reach beyond a highly engaged digital audience and to provide our community with more access to content that is relevant for their advancement.”
Donna Byrd, The Root’s publisher, echoed those sentiments: “Being able to have The Root’s voice reaching a new audience on TV is a great opportunity for both brands, and we hope this is just the beginning,” she told Variety.
Read more at Variety.