Moves magazine to become Moves.tv, will take 6 months to go from online print to video
Dimitri Falk joins company as partner and Chief Creative Officer, previously the founder of New York digital creative houses Hyperbolic and iNDELIBLE
MIAMI, Fla. – July 30, 2015 — Moves Media Ventures CEO and Publisher Jay Levy announced today that Moves magazine is slated to become Moves.tv as the digital media brand enters the OTT network space. Levy also announced two new additions to the Moves leadership team who will help to spearhead the development of Moves.tv, a process that will include the acquisition of capital investment to develop a new platform that supports video streaming and syndication.
For a decade, Moves was the premier print publication for and about professional athletes. The brand became synonymous with its annual, celebrity-studded Super Bowl party. Levy acquired Moves in 2014 and relaunched the title as a digital magazine focused on sports, entertainment and luxury lifestyle, and reinstituted the Moves Party during Super Bowl week in Phoenix last February. The decision to convert to a video-driven OTT model represents the full-circle evolution of Moves as a digital media brand.
“The progression to an OTT broadcast network is an obvious one for the Moves brand, given our focus on the luxury lifestyles of athletes and entertainers, and how dedicated fans watch every move they make,” said Levy. “We have an opportunity to use the power of video and our celebrity connections to engage and influence consumers on a global scale with branded content, exclusive editorial and VIP events.”
As video platforms like Netflix, Amazon Prime, Hulu and others tap into the OTT marketplace with long-form programming, video-centric websites like Vice and Bleacher Report are rapidly growing viewership and advertising revenues with short-form content. Moves.tv will leverage its ability to offer direct access to celebrities, special events and lifestyle content, enabling brands to reach professional athletes, entertainers, influencers and aspirational audiences worldwide.
Levy and partners Kelli Fabian (president and editor-in-chief) and Rick French (editorial board chairman) are leading the transition and directing current efforts to secure a $5 million venture capital infusion to grow the operational capacity for Moves.tv. Joining them are two New York and Los Angeles-based media veterans with proven track records of success.
Dimitri Falk joins as partner and Chief Creative Officer, overseeing experiential design, celebrity content and strategic social media campaigns. An award-winning photographer and filmmaker, Falk founded the New York digital creative houses Hyperbolic and iNDELIBLE, developing innovative content for brands and celebrities including LVMH, Cartier, DKNY, Beyonce, Candice Swanepoel and Adriana Lima.
Adam Dubov joins the Moves executive team as Senior Vice President, Network Programming. Dubov is a Webby and Emmy-winning digital media producer, director and writer with an extensive resume of achievement in TV, motion pictures, and entertainment marketing. He has directed digital strategy and branded content development at HBO, AOL and RealNetworks, and in 2014 earned a Primetime Emmy Award for Outstanding Creative Achievement in Interactive Media for HBO’s hit series, Game of Thrones.
“Moves will be among the leaders in the digital revolution that’s underway,” said Falk. “Our creative approach will utilize high-profile athletes and entertainers to strategically integrate brands into compelling video content. Moves is all about creation, curation and innovation, taking the audience on an aspirational journey with a distinctive voice and stories that reveal the human side of celebrity.”
In addition to developing dedicated apps for mobile, tablet and television (MTT), Moves will also focus on off-site distribution and syndication for further reach and increased monetization opportunities. The new Moves business model includes revenues generated from branded video content, digital advertising, sponsorships (events with branded integration) and celebrity endorsement deals.
“We are building on a wave of momentum that started when we announced we were bringing Moves magazine back,” said Levy. “Since our launch we have seen month-over-month growth in viewership and in social media activity, and attracted a stable of talent that included writers from the New York Times, USA Today, Forbes and other national outlets. We are now positioned to take the Moves brand to the next level.”
Levy estimates the transition to Moves.tv will take place over a six-month period as the editorial focus shifts from online print to video.