Seven years ago, when Nancy Grace was still a relatively new arrival on the network then called Headline News, Vice was a primarily print-based media company, pitching advertisers and media buyers on the namesake magazine that began as Voice of Montreal in 1994.
“It didn’t know jack about video,” said John McCarus, senior-VP of social content at Digitas.
But then MTV parent Viacom gave Vice money to roll out VBS.tv, a repository for Vice-produced videos on topics as varied as indie music and Hezbollah. Vice video also eventually started appearing on CNN.com as part of a partnership with that site, which was seeking appeal among younger web surfers. Later came the eponymous HBO series, the first season of which was nominated for an Emmy in the “Outstanding Documentary or Nonfiction Series” category, facing the likes of PBS’s “American Masters” and “The Abolitionists,” History’s “The Men Who Built America” and Science Channel’s “Through the Wormhole with Morgan Freeman.”
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