Technology

GoPro Inc Steps Up Content Push By Hiring Ex-Hulu Executive

GoPro has said on various occasions that it aimed to transform into a media company. And now the company has stepped up its content push by hiring Charlotte Koh, who worked at Hulu for over three years, reports Variety. Koh was the head of the streaming video company’s original content initiatives before leaving Hulu in April 2014.

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Koh to strike partnerships with studios, creatives, and networks

GoPro has created a new position, the head of features and series, for Charlotte Koh. Her responsibilities at the San Mateo-based company include forging partnerships with Hollywood creatives, studios, and networks. These partnerships will help GoPro co-produce new content using its signature action cameras. Koh declined to reveal the type of content produced through these collaborations, saying the work was still in a “seed-planting stage.”

She told Variety that GoPro’s initial focus will be on unscripted and documentary content. The company also plans to branch into scripted content in the future. The action camera maker has been distributing videos through YouTube and social networks for a long time. Recently, it signed media deals with NFL and ESPN. Koh added that producing documentaries or shows for distribution on traditional TV networks was also on cards.

Content to become a real business line for GoPro

Koh’s hiring underscores GoPro’s willingness to expand beyond selling action cameras to sports enthusiasts. The company’s founder and CEO Nick Woodman announced in May that GoPro would enter virtual reality market later this year, and launch consumer drones in 2016. Earlier this week, the company launched its smallest camera, the Hero4 Session.

So far, the action camera maker’s content efforts were aimed at promoting its brand. The company started monetizing its content last year. GoPro said in its 2014 annual report that it was looking to increase its revenue from GoPro channels, and explore new monetization opportunities from the distribution of GoPro content. It has over 3.5 million followers on YouTube alone.

Koh said content would eventually become a real business segment for the company in the medium term. GoPro shares were down 0.77% to $51.88 in early trading Wednesday.