X inks video deals with former TV hosts in original programming bid

Social media site X (formerly known as Twitter), is introducing a number of content deals in a significant push into original programming. 

As part of original programming, X will be releasing three new shows from former CNN host Don Lemon, former Hawaii congresswoman Tulsi Gabbard and former Fox Sports host and current sports radio personality Jim Rome. 

In addition to X's announcement, Lemon, Gabbard and Rome all took to X to share the news. 

Don't miss: X may lose up to US$75 million of ad revenue by end 2023 

“I’ve heard you… and today I am back, bigger, bolder, freer!” Lemon posted on X.

“My new media company’s first project is The Don Lemon Show. It will be available to everyone, easily, whenever and wherever you want it, streaming on the platforms where the conversations are happening," Lemon continued.

"And you’ll find it first on X, the biggest space for free space in the world. I know now more than ever that we need a place for honest debate and discussion without the hall monitors. This is just the beginning so stay tuned.”

Gabbard posted a video sharing her opinion on how free speech is fundamental to the rights of Americans and how we live in a time where free speech is under attack. She later revealed her partnership with X. 

Accompanying the video was a caption that read, "I’m announcing a new partnership today with X where under Elon Musk's leadership, free speech is not only protected, it is celebrated."

"We will be bringing you stories and news about the truth of what’s happening in our country and world that those in power don’t want you to hear, and a series of short films that share the stories of those most impacted." 

On the other hand, Rome wrote, "Totally hyped to announce my new video programming partnership with X. We will be live on X soon and I can't wait. X provides an incredible opportunity for me to reach fans on the biggest, most dynamic platform in the world. Day 1. All in. Let's go.". 

The shows are part of X CEO Linda Yaccarino's efforts to turn its business around, with video advertising becoming a key player in that strategy. 

The content deals come a day after X detailed its areas of focus for 2024. In a blogpost, it was revealed that the platform will create more original content and bring in more talent, continue to invest in creators and content partnerships that attract new users and fuel advertising, as well as strengthen its full-funnel ads offering through the core pillars of video, performance and brand safety. 

In tandem, X intends to increase advertising experience through artificial intelligence, launch peer-to-peer payments and a new 'See Dissimilar Posts' enhancement that aims to improve the quality and balance of information users receive by showing content that challenge users' perspectives based on their past activities. 

"X is set to revolutionise 2024 with groundbreaking products and services that will reshape how we connect, communicate and transact," the post wrote. 

"Our unwavering dedication to people, partners, and communities drives our mission to improve and innovate, boldly venturing into uncharted territory while remaining in tune with our community's needs." 

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