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Cable Technology Feature Article

May 06, 2013

HuffPost Live Coming to Cable Through AXS TV Deal

By Rory Lidstone, TMCnet Contributing Writer

In today's media landscape, it's more likely to see programs shift from cable to the Web. As such, the recent announcement that HuffPost Live will begin syndicating to cable on May 13 comes as a bit of a surprise.

Originally available via any Web-enabled device, the network will now be viewable for 12 hours a day — 10 a.m. to 4 p.m., Monday through Friday — on AXS TV.

HuffPost Live is a video news network from AOL's (News - Alert) Huffington Post Media Group that only sprang to life back in August 2012. The live streaming network offers viewers the unique opportunity to voice their opinions on issues on equal footing with HuffPost Live guests, which range from newsmakers and experts to pundits and celebrities.

At that time, Roy Sekoff, president and co-creator of HuffPost Live and founding editor of the Huffington Post (News - Alert), actually stated that the network was not going to become a cable network, adding "What's the point of doing this if it just becomes the same old thing?"

Still, it must be hard to resist the chance to expand viewership this significantly as AXS TV says it reaches 41 million homes across the United States currently. On the flipside, this deal will go a long way to diversify AXS TV's programming. Furthermore, the channel's stated mission is to provide live, 24/7 coverage of pop culture, music and fashion, making HuffPost Live an excellent fit.

AXS TV is backed by billionaire tech expert and Dallas Mavericks owner Mark Cuban, who helped engineer the deal with HuffPost Live. Earlier this year, AXS TV received a significant boost in programming variety when CBS Corp. took a minority share in the channel.

Viewers of HuffPost Live will be pleased to hear that the network's social elements will remain in place after launching on cable. Indeed, the audience comment stream will continue to be a major element of broadcasts, while a planned app will eventually offer greater interactivity for HuffPost Live on AXS TV.

Edited by Rachel Ramsey

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