Bell invests $4.5m in Hubub

Canadian broadcast group Bell Media has invested more than C$5m (US$4.5m) in a Toronto-based digital start-up that allows users to discuss TV shows online.

Hubub, which is available as a website and app, provides a digital platform for exploring and discussing interests using videos, images and blogs. Bell plans to use the service to expand the online reach of its networks such as CTV, TSN and Space.

Bell says it has also committed a significant sum to market Hubub as part of the investment arrangement, which gives the broadcaster an undisclosed equity stake and rights to monetise the service in Canada.

The Canadian broadcaster also intends to use its TV and radio talent to improve the service’s reach and is integrating Hubub into its digital media offerings.

Kevin Crull, president at Bell Media, said: “We see Hubub at the intersection of social and search, the two digital categories that continue to see significant growth. Hubub is a core part of our strategy to grow our digital reach in Canada.”

Hubub has raised C$14m in investment and plans to launch commercially later in the fall.