It’s a story of costs that will bring together offices, staff and Brut services in a single platform: from October, a single application will provide access to the Brut platforms.
The French media wants to rationalize the company’s costs. The new app will bring together Brut Live, BrutX and the free Brut media.
A multi-service platform based on freemium
Brut does not want to become an “old media”, and wants to conquer the international market. So, its teams reduce costs in France and concentrate resources to better develop abroad. In October, the three services available in France will be brought together within a single platform on the basis of freemium: they can be accessed free of charge, but in a limited way, or completely through a paid subscription.
The teams will also move: some of the 350 employees of the platform will be brought back to France, to Paris. Foreign offices will be eliminated in the United States and India in particular. But the New York office remains: it has 60 employees and is Brut’s largest office outside of Europe.
A platform with growing ambitions
Video media wants to be exported more than ever: while Brut is already the largest European media, ahead of the BBC, the ambition of the founders is to attack Brazil or South Africa. Brut already has an audience of 500 million users worldwide. Gathering staff in France will paradoxically reduce costs that will be dedicated to internationalization.
The outlet will continue to produce locally and handle marketing nationally. Brut wants to develop in Africa, where it is already present in Côte d’Ivoire, Senegal and Morocco. 150 people have already been recruited for this purpose.
The platform has great ambitions, especially in the cinema. Brut was in particular co-holder of the rights of the Cannes Film Festival with France Télévisions. It will also be a partner of the Angoulême Festival and the Deauville Film Festival. The media would even like to get involved in the Lumière Festival, in Lyon.
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