Guinness World Records launches FAST channel via Atmosphere platform
The Guinness World Records brand is getting its own TV channel thanks to a deal between GWR Studios and Texas-based streaming TV company Atmosphere.
Kathryn Hubbard
C21 revealed in January that Guinness World Records was preparing its own free, ad-supported streaming TV (FAST) services this year, and that has now happened via the Atmosphere platform, which has an audience of more than 100 million monthly viewers.
The Guinness World Records TV channel will feature sports- and fitness-inspired record-breaking content from the company’s library, including GWR Studios original series Guinness World Records: Gone Viral.
The move is the culmination of long-held plans at the UK-based company that compiles world records and publishes the eponymous reference books, after its FAST strategy was put on hold in 2020/21 at the height of the pandemic.
Guinness World Records is already active in the streaming space, having licensed some of its content to various streamers, such as the partnership it agreed with short film streamer WeShort in November last year. The company also has its kids’ content on streaming platforms including Kidoodle, Sensical, Batterypop and Toongoggles.
Nevertheless, this is the first time Guinness World Records has launched its own branded general entertainment channel.
Kathryn Hubbard, head of content licensing at Guinness World Records, said: “This is a pinnacle moment for both GWR Studios and Guinness World Records in general, where we get to launch our first ever branded television channel.
“It presents an amazing opportunity to curate and showcase the very best of our content in partnership with Atmosphere, an industry innovator that excels in discovering and reaching new audiences the world over.”
For Atmosphere, the deal comes soon after it announced a partnership with streaming and community-driven entertainment company Trusted Media Brands to bring its library of content, including FailArmy, People Are Awesome, The Pet Collective and Weather Spy, exclusively to the platform.
“The incredible human achievements celebrated by Guinness World Records have long fascinated people of all ages globally,” said Micah Grimes, senior VP of content at Atmosphere. “It’s exciting, inspiring and family friendly.”
