IGN Entertainment and SHINE get ready to START

30/01/12 - START – the new YouTube video games channel from IGN Entertainment and SHINE Group launches with its first wave of original shows tomorrow, Tuesday, January 31 st.  Part of Google’s YouTube channels initiative, START ( http://www.youtube.com/start) becomes one of YouTube’s first official channels to launch this year, delivering a mix of original live and long-form programming for anyone who loves or plays games.

With START, IGN will reach new audiences with new forms of content. As video inventory is almost sold out on IGN, START provides an entirely new vehicle to deliver professionally-produced video content for advertisers.  Across Europe, IGN UK has secured SEGA as its launch commercial partner for START in a month long deal.  

START is produced and curated by IGN, the world’s largest games media company, in partnership with SHINE Group’s Reveille Productions – best known for worldwide hits including “The Biggest Loser”, “Masterchef” and “The Office US.”  START will debut with five original shows, with new episodes available weekly.

The Next Game Boss – In this reality show competition, up-and-coming developers put their game creation skills to the test in head-to-head challenge where only the best will walk away with a life-changing prize.  [ Airs Tuesday at 9pm beginning January 31 st]

UP at Noon with Greg Miller – a fast paced geek-culture talk show that looks at the world of games, comics, movies and TV.  Includes sketches, regular correspondents and industry guests.  [Airs Mondays at 9pm beginning February, with a special premiere episode on Tuesday, January 31st]

Cheap, Crazy, Cool ­ We scour the globe for the coolest gear the world has to offer, from wallet-friendly gadgets to the bank-breaking tech dreams are made of. [Airs Thursdays at 9pm beginning February 3 rd]

Mix’d Review - This review aggregator show compares all the game review scores gamers care about in one perfect package, mixing IGN’s expert judgment with those from other respected games media around the globe.  [Airs Friday at 9PM beginning February 3 rd]

Maternal Combat – It’s easy to claim you’re the king of Call of Duty, but can you teach your mum to become a pro?  This reality show pitches experts in a gaming battle where their rookie relatives decide the outcome.  [Airs Wednesdays at 9pm beginning Mid February h]

START will also build on its existing programming in the coming months with a wealth of new content, including live event coverage from the IGN Pro League, dedicated to the world of eSports.   All-new Reveille produced content will include scripted comedies, game shows and game content exclusives.

Ian Chambers, VP, International, IGN Entertainment, said:

“We’re delighted to be working with SHINE to develop START into a must visit destination for gamers.   Games are increasingly one of the world’s most popular forms of entertainment, and START is the perfect opportunity to create a channel born in the exciting world of video games and the culture that surrounds it.

“IGN’s content engages with more 18 to 34 year old males than ever before, and we continue to take games content to wherever users will consume it.”

David Anderson, Senior Vice President, Head of Digital at Reveille, added:

“Reveille is committed to bringing the best content to audiences across all platforms and the partnership with IGN Entertainment enables us to do just that for YouTube with START.”

START is the latest evolution in content creation and distribution from IGN Entertainment, the world’s largest gaming media network, reaching the highest concentration of males 18-34 online worldwide (comScore). In addition to YouTube, its video content is syndicated across various networks, including Xbox Live, Hulu, DailyMotion, 5Min and more.  IGN Entertainment’s flagship website, IGN.com launched in 1997, and today its content appears on multiple platforms where gamers consume content.


About IGN

IGN Entertainment is a leading Internet media and services provider focused on the videogame and entertainment markets. Collectively, IGN Entertainment media properties reach 4.5 million unique users in the UK, with a worldwide reach of 40 million unique users (comScore). IGN Entertainment’s network of videogame-related properties (including double GMA award winning games and film site IGN.com) provides one of the Web's most comprehensive videogame information destinations, which coupled with leading male lifestyle site AskMen, attracts one of the largest concentrated audiences of young males on the Internet.


Games PressGames Press is the leading online resource for games journalists. Used daily by magazines, newspapers, TV, radio, online media and retailers worldwide, it offers a vast, constantly updated archive of press releases and assets, and is the simplest and most cost-effective way for PR professionals to reach the widest possible audience. Registration for the site and the Games Press email digest is available, to the trade only, at www.gamespress.com.