Reddit has slowly been building out its product lineup through podcasts, a newsletter, and now video.

Today the company is launching a video site to show off original content based on the stories shared on its namesake site.

“Video is a pretty hot thing right now, and we wanted to get the best people we could to launch Reddit Video,” Reddit founder Alexis Ohanian said in an on-stage conversation today at TechCrunch Disrupt in New York City.

Reddit has served as a forum for community discussions and content sharing since 2005. Since then the company has come a long way, garnering 160 million monthly views. Last fall, the company took a $50 million investment that no doubt is fostering Reddit’s new focus of generating original content.

To build out this new initiative the company has hired two former Verge video leads, Stephen Greenwood and Jordan Oplinger, a fact the Verge touted in its coverage of the new channel.

Reddit has undergone a lot of change in recent years, from its executive shake-up to moving its entire staff to San Francisco. This latest product development will help the site to develop its own voice and a new way to generate advertising revenue.

Reddit Video will initially focus on Ask Me Anything, though more programming is in the pipeline.