Pedestrian officially launches teen website Pez
Youth publisher Pedestrian TV has officially launched Pez, a website aimed at Australian teenagers.
Pedestrian’s new platform will feature pop-culture news, video, memes and features made for younger readers. The topics will range from body image, mental health, dating, sex, friendships, bullying, study tips and events like formals and ‘schoolies’.
Pez was first announced in August
The new website can be accessed by a sub-domain and has a different look to its parent brand, with minimal use of black across its homepage. The article headlines run in purple with a yellow backdrop.
In August, Pedestrian TV co-founder Chris Wirasinha, told Mumbrella the name was an affectionate term used by younger Pedestrian readers for the main website.
According to Pedestrian, the new website will also have its own standalone channels across Facebook, Instagram, Snapchat and Twitter.
A post on the website welcomes readers: “What is pez? Hahahahahahaha we do not know exactly! Jokes, we do. You see, there’s just so much god damn stuff in the world that doesn’t get talked about on Pedestrian.TV, that we decided we needed a whole other outlet to focus on the pop culture, music, weird/funny shit, TV shows and movies, video games, celebrity bullshit, health and lifestyle stuff that you guys so desperately want to get around.
“So if you’re an Aussie under 20 (in either age or mind), we reckon you’re gonna absolutely froth on what we’ve got in store.”
Pedestrian has confirmed Coca-Cola as launch partner for the brand.
Josephine Rozenberg-Clarke, head of editorial at Pedestrian TV, said the publisher was thrilled to “speak credibly” to the “hard to reach” audience.
“While prepping the launch of Pez, we’ve worked with 13-17 year olds to find out what they want to discover more about – whether it’s how to handle the stress of year 12, navigating sexual health and body image issues, or if those two people from Riverdale are actually dating. pez is an inclusive space or all young people to be informed, empowered and entertained as they navigate the ever-changing world around them,” Rozenberg-Clarke said.
Nine owns a stake in Pedestrian.TV, which it took in 2015.
The news comes eight months after the official launch of Junkee’s youth platform – Punkee – a social led platform aimed at Gen Z.
Four months into Punkee’s launch, it achieved 12.3m Facebook view views, 950,000 engagements and 1.5m sessions on its website.
“Pedestrian’s new platform will feature pop-culture news, video, memes and features made for younger reader”
Isn’t that just… Pedestrian?
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