Katie Couric is developing an online video series for theSkimm, a digital-media company whose main claim to fame is a daily email newsletter with 6 million subscribers, the majority of them young women.
“Getting There,” which, according to the Wall Street Journal, will profile such prominent women as “Barefoot Contessa” host Ina Garten and Instagram head of fashion partnerships Eva Chen, will be sponsored by Procter & Gamble.
Procter & Gamble chief brand officer Marc Pritchard told the Journal that sponsoring Couric’s series is part of the company’s move toward taking more control of the online content with which its advertising appears. That move was partly spurred by several incidents in which YouTube was running P&G ads alongside content that was deemed objectionable.
Most recently global news anchor at Yahoo! following a long network television career, Couric has been taking more control of the content she is a part of as well. “Getting There” will be produced by Katie Couric Media, a production company whose controlling investors are Couric and her husband, John Molner. The company’s previous output includes “America Inside Out” and “Gender Revolution,” two documentary series that are collaborations with the National Geographic Channel.
Couric says she will have complete editorial independence in creating the series.
TheSkimm plans to distribute “Getting There” through its pages on such social media outlets as Facebook and Instagram. The company says that it has two million followers from those two platforms.