Whiskey Media Pours Out Screened

Social publisher Whiskey Media poured out a new online destination for video entertainment, regardless of what type of screen it is viewed on, announcing the debut of Screened, which features the tag line, “It’s about movies & stuff.”

Screened is aimed at users who consume video content via phones, iPads, and computers, as well as movie and TV screens, and it blends original editorial content, social networking, games, and wikis.

Quests, the game mechanics built into Screened by Whiskey Media, encourages users to be active on the site by offering badges, points, and scavenger hunts as rewards for creating new pages, starting forum topics, editing existing content, or engaging with Screened’s advertisers.

Whiskey Media was co-founded in 2007 by CNET co-founder Shelby Bonnie, and its other sites are Anime Vice, Giant Bomb, Comic Vine, and Tested.

Bonnie said:

We see our model as a new breed of media company, native to the Internet, and not just an assimilation of content that many sites have done before. The Internet generation expects their media to be socialized and relevant to their lives. Social publishing attracts highly loyal, knowledgeable, and motivated audiences and provides brands the opportunity for even deeper integrated engagement than currently available elsewhere online.

Screened general editor Alex Navarro added:

The beauty of Screened is that its content is governed by real people who are passionate about movies, TV, and video, and want to share their enthusiasm and opinions with like-minded people. We’re entertainment enthusiasts, too, which is why we’re so excited to create a dynamic community that we believe will be worthy of a discriminating audience’s time.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.