Powderhouse Productions Launches Shoetube.tv, the First Ever Web Channel 'Solely' for Shoes

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A Video-Rich Social Scene to Indulge in the Love of Shoes Throughout the Year

So we're providing a central location online for women to connect, celebrate and share their love of shoes. From the blogs to the videos, you'll find a lot of joy, a lot of fun, and some really personal surprises.

Powderhouse Productions today announced the launch of Shoetube.tv, a new online video channel and social community connecting women all across the Internet through their passion for shoes. Shoetube.tv features a unique blend of fun and fresh original video programs, user-generated videos and photos, and sponsor-created content. With blogs from professional writers and everyday shoe-lovers, forums, and articles on fashion news and trends, Shoetube.tv is the one-stop online destination to sate the cravings to share and shop for the shoe-obsessed woman.

Shoetube.tv steps down the runway in style as a fashion-forward first of its kind - serving shoe fanaticism with stylish tech savvy. The result is an innovative blend of entertaining videos, outrageous blogs and candid community discussions that offer a fresh approach to the online shoe shopping experience.

Shoetube.tv allows viewers to feed their foot fancy by tuning into six video programs, all encompassing the multifaceted and exciting world of shoes.

  • Behind the Boot provides unprecedented access to the makers and shakers of the shoe world: designers, fashionistas, photographers, and shoe-crazed celebrities
  • Real or Deal is a consumer information-rich studio show daring the viewer to guess which shoes are high-end designer and which are the knockoffs
  • Walk on By features fearless Shoetube.tv hosts accosting passersby throughout the country, to askā€¦ "Where'd you get those shoes?"
  • Shop Til You Drop takes us into the most thrilling, most beautiful, most trendy shoe stores in the world. A vicarious shopping thrill for all
  • Sole Deep proves that shoes are not frivolous with tours of shoe museums, interviews with artists as intellectual as Camille Paglia, and as fun as Liam Sullivan creator of the viral web hit, "Shoes!"
  • The Daily Shoe is the first video that greets the viewer. Fresh and informal, Shoetube.tv host Austyn Mayfield directs viewers to new content, shows off a new pairs of shoes, and reports news from her shoe-centric view of the world

"It seems like everybody has a personal connection to their shoes, and everybody likes to share," said Bill Lattanzi, creative director at Powderhouse Productions and editor of the Shoetube.tv site. "So we're providing a central location online for women to connect, celebrate and share their love of shoes. From the blogs to the videos, you'll find a lot of joy, a lot of fun, and some really personal surprises."

The Shoetube.tv blogging team is diverse, connecting women all over the world. Contributors range from trendy Los Angeles fashionistas like Stevie Wilson to Houston columnist Marene Gustion to homemakers like Amy Ulibarri in Ely, Nevada. Young urban chic stars-to-be like Shaunte Miller in New York and Kahmia in Cleveland also make appearances. Shoetube.tv reports on the latest trends from fashion capitals throughout the world with reports from more than 50 bloggers skirting the globe in major cities like Atlanta, Miami, and Sydney, Australia.

According to NPD Group's Consumer Tracking Service, the average woman keeps nearly two-dozen pairs of shoes in her closet, and always has the yearning to add more to her closet stiletto stash. With a quick click of the "ruby red" mouse, viewers can get a glimpse at the latest styles. Shoetube.tv users (affectionately called Shoetubers) can also purchase the shoes they see, read about and obsess over by simply clicking on the vendor links under each video and within each blog. Instant gratification.

NPD Group's Consumer Tracking Service reports that 2006 women's fashion footwear sales reached $16.4 billion, with $2.9 billion of that spent online. Online footwear sales for 2007 are projected to surpass $3.5 billion. The fashion footwear market is growing quickly, with more customers then ever demanding the latest styles and seeking the latest fashion trends.

Shoetube.tv is ad-supported providing sponsors with the opportunity to promote their brands through video ad overlays, Shoetube.tv boutique microsites, banners, contests and polling efforts. Shoetube.tv is collaborating with Nine West to promote their 30th anniversary and the launch of their fall 2008 boot line. And, to celebrate the launch, daniblack will offer a $l,000 sweepstakes prize to a Shoetube.tv registrant.

"Advertisers who want to go beyond banners and truly engage young women can utilize our UGC technologies by building a Boutique microsite," said Marcy McCreary, director of marketing & business development for Shoetube.tv. "This could include an advertiser's video assets, photo slideshows, blogs, contests, polls, and links back to specific pages on their own Web sites."

Shoetube.tv's video content is powered by Twistage, a completely customizable video platform that allows customers to easily integrate Twistage's technology right into their sites. By partnering with Twistage, Shoetube.tv is able to broadcast their own high- quality videos as well as solicit videos from users keen to participate in the ultimate online shoe experience.

About Powderhouse Productions:
Powderhouse is an award-winning, creative television and new media company based in Somerville, MA. The company's original series have aired on The Discovery Channel, The History Channel, National Geographic Channel, TLC, and Tech TV and in more than 200 countries. Powderhouse is becoming a leader in multi-platform 360 video production: from TV to the web to mobile phone content Powderhouse's work has been recognized with numerous national and international awards, including a prime time Emmy nomination. Currently Powderhouse is taking storytelling to the Web. For more information, please visit http://www.powderhouse.net .

Press Contact:
Genea Sobel
Shoetube.tv Public Relations


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