Are Cameras Just A Stepping Stone For GoPro To Enter The Media Pool?

Camera maker GoPro Inc GPRO announced Thursday that it will be partnering with streaming service Roku to launch its own channel, which will be available this spring. Kevin Nabipour, senior vice president and content strategist at Allison and Partners was on CNBC to discuss GoPro’s media plans.

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Is GoPro Trying To Become A Media Company?

“Well, looks like this is just one extra step in that growing trend of companies trying to become media companies, ones that are traditionally product companies,” Nabipour said. “Frankly, it’s the most effective way for companies to develop ongoing brand relationships with their consumers.”

He continued, “So, GoPro is doing on top of what they have been doing today with the Xbox, and with Virgin Flight. They are looking at other distribution opportunities for their content and leveraging the success they have seen on YouTube and their other channels are driving a ton of viewers.”

What Kind Of Content Is Going To Be Available On Roku?

“Well, right now it seems like early reports are suggesting it’s mostly on demand and original content and with a mix of user generated content,” Nabipour replied.

“So, it’s really interesting to see this merging within this particular channel. I think the opportunities are really going to be on what they can do on top of that, so that most of their content has always been traditionally like geared towards thrill-seekers, the stunts, the extreme sports.”

Nabipour also shared his expectations from the channel saying, “What I am more interested in seeing is what can they add on top of that, because that’s how they are going to grow their audience beyond that core group that’s already seen them on YouTube and want to see something else from them.”