How Hearst Media is transforming into the Netflix of local programming

Hearst has its hands full with the goal of turning its Very Local streaming app into the local programming version of Netflix. They've churned out more than 200 unscripted TV episodes in two years in cities from Milwaukee to Oklahoma City. Imagine locally hired production crews in Boston filming a cooking competition show while, across states, teams are also capturing a mystery road trip or a dating show. Hearst is putting American neighborhoods and communities on TV. And everyone loves it.

"It's all endearing, inspiring, uplifting, fun content," said Michael Callahan, the Vice President of Production at Hearst. Glimmer’s partnership is not only with Hearst Television (HTV) but also Hearst Digital Media (HTV’s account is shared across 7 different Very Local teams, such as Branded Content, Programming, Marketing, OTT Production, and more. Glimmer's Teams feature helps these teams operate smoothly.

Now, the challenge? They are filming all over the place - 26 markets and sometimes even beyond. Getting the right local talent is like finding a needle in a haystack. But that's where Glimmer stepped in, helping them to identify and hire talent in different corners of the country. For various video shoots, Hearst has used Glimmer to hire DPs, Assistant Cameras (AC), audio mixers, and production assistants - all locally. They’ve also started hiring one-man-band producers to create mini-docs.