Most media companies create the content and then augment it with the Web presence.
E*TRADE Group is taking a different route with its “must see” E*TRADE On Air and the launch of its new Media Center.
In E*TRADE’s case, the company had a successful Web presence that is spawning a television show… and now another Web site.
The new free multimedia hub is designed as a one-stop shop for streaming audio and video chock full of E*TRADE-branded and third party financial news. It’s also designed to boost the credibility of the E*TRADE brand, and, presumably, attract consumers to open accounts with the online financial player.
The Menlo Park, Calif.-based online investment site produces two live half-hour programs daily at its E*TRADE Center in New York City. The show and now the site covers hourly market updates, exclusive on-demand interviews with writers and analysts from leading financial publications, as well as 12 hours of continuous live market coverage.
Other featured programs include “The Trade,” E*TRADE “Market Flash,” “The E*TRADE Investor Minute” and “Market Briefs.”
With the help of its Chicago-based partner, WebFN, the Media Center will also video stream 12 hours of continuous daily coverage of the financial markets. All programs are streamed live and are available in an archive.
“The Media Center gives us another touchpoint to deliver a real-time connection to the investing world,” says E*TRADE chief content development officer Pam Kramer. “Now our customers can make critical decisions about their money anytime and anywhere, and provide the added value of exclusive financial content via a high-tech, high-touch experience.”
Kramer says by mixing up products, tools, content and service, E*TRADE can boost its cross-sell and up-sell strategies. Besides, broadband users and financial news hounds are more than likely than their dial-up counterparts to purchase large ticket items.
San Jose, Calif.-based online auction site eBay reportedly has the same strategy with its upcoming Web site-television show.
