Musical.ly, the video application well-known with young adults, was acquired in November by Chinese news aggregation big TouTiao for a whopping sum in the ballpark of $800 million. What does TouTiao program to do with its high priced obtain? According to a arranging doc furnished to Gizmodo, 1 of Musical.ly’s initiatives under new management may be a riff on HQ Trivia, codenamed Undertaking F.
At the moment Musical.ly makes it possible for its end users to upload short, Vine-like “video selfies” and lip sync to well-known songs working with the app’s library of accredited songs. The intent of Undertaking F, as the business writes, is to make its video system stickier than it now is. “While we have acquired and retained 60 million [monthly active users],” it states, “there are selected qualities of our brand, application, person profile, and historic context experience that have prevented Musical.ly from starting to be an fascinating every day place.” All those figures should appear primarily weak by comparison to its new guardian TouTiao, whose 120 million every day readers invest plenty of time on the news-aggregator to make Facebook envious.
Are living, interactive video content—if HQ’s audience, which frequently peaks at above 1 million for a one sport, is any indication—might cure what ails Musical.ly. As internally explained, Undertaking F would replicate nearly all the core characteristics of HQ Trivia wholesale: a 2 times per day vertical video, semi-improvisational script sent by a personable host, and the ability to win dollars or prizes. Whilst Musical.ly would be much from the initially business cashing in on HQ’s success—copycat The Q comes to mind—it would be the initially attempting to foist the structure on to an current, sizable audience.
Amid the Undertaking F roadmap are a several concepts to likely innovate on best of the HQ formulation. Batted around in the doc are thoughts like group-based engage in and a a lot more forgiving problems amount. “Unlike aggressive variations of this experience, even gamers who do not achieve the finish of the sport could nonetheless win prize dollars,” the program proposes.
Musical.ly has reportedly struggled with promoting on its system, owing to unusually superior premiums and perhaps a core audience which is too young to have disposable money. Whilst small is recognised about HQ Trivia’s income model, or if it generates income at all, Undertaking F may well also be an indirect engage in to capture a somewhat older demographic that could get started to placement Musical.ly toward end users with paying out ability.
This arranging doc only describes the wide strokes of Undertaking F. It’s unclear if the sport demonstrate will initially be launched exterior the US, if it will be directly tied to Musical.ly or launch as its individual application, if its name has been finalized however, how several hosts will be hooked up to the demonstrate, or even if Undertaking F will ultimately be unveiled to the public. We’ve reached out to Musical.ly for clarification and will update this tale when we acquire a reply.
The most the latest plan reviewed by Gizmodo approximated Undertaking F will launch on February 2nd.