Hartbeat, the company founded and owned by Kevin Hart, plans to launch a new Essence-branded FAST channel. The “first-of-its-kind” free channel is being developed in partnership with Sundial Media & Technology Group (SMTG).
According to SMTG, the new channel is designed to plug a “significant gap” in the streaming market by serving content intended for Black women.
“For decades, we’ve built iconic brands like Essence and AfroPunk that celebrate and serve diverse communities through powerful content and unforgettable experiences,” said Kirk McDonald, CEO of Sundial Media & Technology Group. “This partnership with Hartbeat allows us to extend those brands into the streaming ecosystem for the first time, creating a dedicated platform where Black women can see themselves authentically represented in premium entertainment.”
Along with content from SMTG’s existing library, the new FAST channel will also be home to a selection of original content. Created by Hartbeat’s production team, this exclusive content will celebrate the experiences, achievements, and cultural contributions of Black women.
“Hartbeat has consistently identified and served underrepresented markets,” said Jeff Clanagan, President and Chief Distribution Officer of Hartbeat. “This Essence-branded FAST channel represents another strategic opportunity to create authentic content for an audience that has been overlooked by traditional streaming platforms. We’re not just launching a channel – we’re creating a cultural destination.”
In addition to providing a streaming home to this content, the partnership also intends to support Black women creatives by helping to provide sustainable funding for premium programming and the creation of new revenue streams.
While no firm details have been provided on when the new channel will launch, SMTG says it will be available on all major Connected TV platforms, as well as various FAST platforms and YouTube.
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