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"In late 2011, Conde Nast hired CW founder Dawn Ostroff to helm its newly created entertainment division. The first fruits of her labor went on display Tuesday with the launch of digital video networks for two Conde Nast titles, Glamour and GQ.\nEach channel has been populated with an array of weekly shows, typically three to four minutes in length, that nicely compliment the magazines' respective themes. Glamour's \"Elevator Makeover\" (pictured above), featuring popular YouTube vlogger Jessica Harlow and Glamour contributor Theodore Leaf, gives women makeovers in the short course of an elevator ride. \"Fashion Week Ride-Along\" offers a glimpse into the professional life of Glamour Editor-in-Chief Cindi Leive, and \"Why Do Guys...\" sends female comedians into the streets of New York to find answers to women's \"burning\" questions about men and how they work. (Glamour fans are asked to send their questions in through Twitter.)\n\nGQ's shows address topics ranging from fitness to car collecting with semi-recognizable hosts including James Marshall (the husband of Elettra Wiedemann) and General Hospital actor Erik Valdez.\nThe channels are designed to feed the growing appetite for online video content. They will be hosted on the publication's respective (mobile-friendly) websites, as well as on YouTube at youtube.com/glamour and youtube.com/gq. Procter &amp; Gamble, Microsoft and Mondelez International have been brought on as launch sponsors.\nMost of the channels' content, as well as on-camera talent, isn't from the magazines themselves, but comes from the Entertainment group and outside contributors, a spokesperson for Conde Nast tells Mashable. \"It's a close collaboration,\" says Fred Santarpia, executive vice president and chief digital officer of Conde Nast Entertainment.\n\"We have to figure out how to make digital video a skillset endemic at Conde Nast,\" Santarpia says. \"Our group operates as a startup within Conde Nast, handling product, audience development, design ... We have a team of folks who have all done this before, some from Vevo, some from HuffPost Live. The win for us is to marry that [talent] with the creative and editorial strengths of Conde Nast brands.\"\n\"It's not just a literal translation of the magazines, but also inspired by [them],\" Santarpia adds. \"It's another way to reach the consumer, to tell stories.\"\nSantarpia says we can expect to see channels from additional brands before the end of the second quarter. The group is also planning to explore either reality or scripted programming in the seven to 10-minute range, he said. For now, the team will be looking to see how audiences react to its initial set of programs.\nScreenshots courtesy of Glamour.com"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/03/12/conde-nast-entertainment-glamour-gq-channels/>