Hartbeat, the global entertainment company founded by Kevin Hart, and Sundial Media & Technology Group (SMTG), a human connections company and home to brands like ESSENCE, AFROPUNK, and Refinery29, today announced a partnership to launch an ESSENCE-branded FAST (Free Ad-Supported Streaming Television) channel. This collaboration addresses a significant gap in the streaming landscape by creating the first major streaming platform specifically designed for Black women, combining SMTG’s robust content library with Hartbeat’s award-winning, premium production and creative capabilities.

The partnership emerges at a pivotal moment when Black viewership on Connected TV (CTV) and FAST platforms is experiencing explosive growth, yet programming specifically tailored to Black women remains underserved across major streaming platforms. According to recent industry data, Black households over-index significantly in CTV consumption, with streaming viewership among Black audiences growing 40% year-over-year, while targeted content remains severely underrepresented.

“Hartbeat has consistently identified and served underrepresented markets,” said Jeff Clanagan, President and Chief Distribution Officer of Hartbeat. “This ESSENCE-branded FAST channel represents another strategic opportunity to create authentic content for an audience that has been overlooked by traditional streaming platforms. We’re not just launching a channel – we’re creating a cultural destination.”

“For decades, we’ve built iconic brands like ESSENCE and AFROPUNK that celebrate and serve diverse communities through powerful content and unforgettable experiences,” said Kirk McDonald, CEO of Sundial Media & Technology Group. “This partnership with Hartbeat allows us to extend those brands into the streaming ecosystem for the first time, creating a dedicated platform where Black women can see themselves authentically represented in premium entertainment.”

The FAST channel will feature a dynamic mix of acquired programming from SMTG’s extensive library and original content produced through the partnership. Hartbeat’s production team will develop exclusive content that celebrates Black women’s experiences, achievements, and cultural contributions.

“This groundbreaking partnership highlights ESSENCE’s commitment to innovation and premium storytelling, ensuring Black women are not only seen, but centered, in the next frontier of media,” said Michele Ghee, ESSENCE Chief Content Officer. “We’re proud to introduce an ESSENCE-branded FAST channel that elevates the voices, experiences, and culture of our audience, offering access to curated, empowering content whenever and wherever she wants it. We’re not just launching a channel; we’re creating a new space for our community to see themselves reflected and celebrated in bold, authentic ways. “

An integral part of this partnership includes leveraging the relationships of Hartbeat and ESSENCE to engage with established Black women actresses, writers, and directors, providing them with a platform for creative freedom and empowering them to produce authentic content. It will provide sustainable funding for premium programming and create new revenue streams for Black women creatives, while delivering authentic brand messaging that resonates with the target demographic.

The collaboration harnesses the combined power of two iconic brands in Black culture. For 55 years, ESSENCE has served as the definitive voice of Black women, celebrating their beauty, brilliance, and influence across generations. SMTG’s powerhouse portfolio of platforms reaches millions of culturally engaged consumers and commands deep audience loyalty, anchored by tentpole experiences like the ESSENCE Festival of Culture® and Beautycon™.

Hartbeat provides world-class production capabilities, digital distribution expertise, and proven success in creating culturally relevant content that resonates with diverse audiences. Hartbeat’s track record includes building the Laugh Out Loud Network into the #1 cultural comedy network; producing acclaimed series including “Number One on the Call Sheet” for Apple TV+” and “Fight Night” on Peacock; and championing diverse voices, launching programs like Women Write Now, which champions Black female writers in Hollywood.

The channel will launch across all major Connected TV, YouTube, and FAST platforms, leveraging Hartbeat’s extensive distribution network to ensure maximum reach and accessibility for Black women across all viewing preferences and devices.