Cycling media agency Shift Active Media has been appointed by Google to produce content for a new cycling channel, the Global Cycling Network, that will launch on the internet company’s video-sharing website YouTube on January 1.
Shift will also manage the Global Cycling Network channel’s output on a day-to-day basis by sourcing content from third-party producers as well as producing original content, according to the Bicycle Retailer website.
“We have specific skills in creating cycling video content, and in this case Google said, ‘we are going to pay you to develop original cycling content for YouTube,’” Shift Active Media founder Simon Wear said.
“The whole point of what we want to do is basically help the cycling community get great momentum on the YouTube platform. We want to work with brands, teams, retailers, advertisers — you name it, we want to work with everybody.”