Bell Media announced this week an investment in Toronto-based digital startup Hubub.
Under the terms of the agreement, Bell Media has invested $5 million in cash and committed millions more to market Hubub.
In addition to acquiring an equity stake in the company, Bell Media has obtained the exclusive rights to monetize Hubub in Canada.
“Hubub is a core part of our strategy to grow our digital reach in Canada,” said Kevin Crull, President, Bell Media. “We see Hubub at the intersection of social and search, the two digital categories that continue to see significant growth.”
“It’s also the perfect social complement to our media properties and talent, leveraging the significant conversation around news, sports, and entertainment that originate with our brands,” he added.
“We are honoured to partner with Bell Media, Canada’s gold standard in news, sports, and entertainment,” said Peter Corsell, Hubub founder and CEO. “Our team has pioneered the concept of personal interest channels to provide a deeper level of engagement and collaboration around interests, and we are thrilled that Bell Media will greatly increase Hubub’s exposure in Canada.”
A “hubub” is a personal interest channel. Users can join existing hububs on subjects ranging from municipal politics and entertainment to the Toronto Maple Leafs, or start their own hububs on any topic. Hububs display a mosaic of videos, articles, polls, and one-on-one debates. individual users.
Bell Media brands such as CTV News and HBO Canada will create and promote hububs. Bell Media will also integrate proprietary Hubub technology into its digital properties to enhance search and engagement capabilities.
Hubub has raised $14 million to date.