TORONTO – Bell Media has invested $5 million in cash in Toronto-based digital start-up Hubub, a new digital platform for exploring and discussing interests, across its media properties.
A "hubub" is a personal interest channel that can display videos, articles, blogs, and polls, as well as features like one-on-one debates. Users can join an existing hubub, create their own public or private hubub, or simply use Hubub to follow the topics that matter most to them. Some hububs host conversations among thousands of people from around the world, while others serve as a continuous, visual search feed for individual users.
In addition to acquiring an equity stake in the company, Bell Media has obtained the exclusive rights to monetize Hubub in Canada and pledged to commit “significant marketing resources” to grow the company by creating hububs for its brands, leveraging its TV and radio talent, and integrating Hubub technology into its digital media properties. The company will earn additional equity in the company based on the resulting scale of Hubub's Canadian audience.
"Hubub is a core part of our strategy to grow our digital reach in Canada," said Bell Media president Kevin Crull. "We see Hubub at the intersection of social and search, the two digital categories that continue to see significant growth. It's also the perfect social complement to our media properties and talent, leveraging the significant conversation around news, sports, and entertainment that originate with our brands."
"We are honoured to partner with Bell Media, Canada's gold standard in news, sports, and entertainment," added Hubub founder and CEO Peter L. Corsell. "Our team has pioneered the concept of personal interest channels to provide a deeper level of engagement and collaboration around interests, and we are thrilled that Bell Media will greatly increase Hubub's exposure in Canada."
