Fairfax Digital launches The Vine »

Fairfax Digital has launched The Vine, a news site targetted to GenY. It features lots of social network components — UGC, member profiles, recommendations and the like.

“We found that there are three key things that young people seek when they are consuming media. That they can participate, that they can express themselves and that if they contribute to the site, the prospect that they could become famous.

“They want their fifteen megabytes of fame - that desire to have peer recognition.”

This is the Kwerky project that got some press pick ups back in January. It’ll be interesting to see how the site develops.