10.31.14 Good morning. It’s Friday, October 31, 2014, and this is your first early morning digital briefing.
MTV will premiere its first original YouTube channel, MTV Braless, on Nov. 4. The channel will be hosted by YT celeb Laci Green, known for her channel Sex+, which boasts more than 1.1 million subscribers. A new ep will be released every week for 12 weeks.
A CYNOPSIS MESSAGE FROM LUSTGARTEN FOUNDATION
Holiday Rock & Roll Bash 14
A benefit for The Lustgarten Foundation
for pancreatic cancer research
Wednesday, December 3, 2014| Hard Rock Cafe, NYC
Presented by Cablevision Systems Corp.
Reservations: 516-803-2354 / http://www.lustgarten.org/HolidayBash14
With the support of Cablevision, 100% of every donation to The Lustgarten Foundation goes directly to pancreatic cancer research.
Daytime talk show host Ellen DeGeneres has launched digital destination EllenTube, a home for her own video content as well as curated user videos that may be included on The Ellen DeGeneres Show. Said DeGeneres, (whose @TheEllenShow has almost 34 million Twitter followers), “What makes our site different than any other is that if you accidentally type in a wrong word, you’re not going to stumble upon something that’s bad or mean…everything on the site is fun.” And yes, there are cats. DeGeneres has serious digital cred already; The Ellen Show’s YouTube channel averages 100 million+ viewers/month and more than 10 million subscribers. Target will serve as EllenTube’s launch sponsor.
Hulu issued a straight-to-series order for Casual, a Lionsgate comedy exec produced by Jason Reitman (Juno), about a bachelor and his newly-divorced sister navigating the dating world and raising a teenager together.
Fandango is partnering with NBCU sister property Access Hollywood to air episodes of its show, Frontrunners. “One of the main reasons I joined Fandango was the potential to work across many divisions of NBCU,” Fandango Chief Correspondent Dave Karger told Cynopsis. “Frontrunners is a very different kind of celebrity interview show and I’m thrilled that it will have a bigger audience this year, thanks to Access Hollywood.” The new season debuts on Fandango in November and runs through awards season; Karger will appear as a guest on AH to provide commentary. Frontrunner interviewees this season will include Emma Stone, Eddie Redmayne and the directors of The LEGO Movie.
Vice Media is partnering with Rogers Communications to launch a new multimedia production studio and 24-hour TV channel in Canada in $100 million deal. Vice Canada Studio will focus on news, drama and documentary series across a variety of verticals available on Vice digital platforms in Canada and the mobile platform Vice Plus. The TV network will be distributed through Rogers, which reaches more than two million customers in the country.
George Lopez is heading out to sea in a new branded series from AOL and Carnival Cruise Line, called Laughs on Deck. The series will follow Lopez as he acts as the company’s “curator of comedy” and interacts undercover with unsuspecting guests. The first two eps are available on AOL On platforms.
WWE will drop the six-month contract requirement to sign up for its subscription service to attract more customers. The network added 31,000 subs in the third quarter with 28,000 signing up outside of the U.S., bringing the net to 731,000 total. WWE web service went live in more than 170 countries on August at a $12.99 a month price tag.
Want to find out what shows from Ownzones, Acorn TV, and Believe Entertainment are online and when? They’re just three of the latest companies whose programming is included in
Instagram rolled out its first video ads from The Walt Disney Co., the CW, Activision, Banana Republic and Lancome yesterday. The Facebook-owned platform has been testing out the auto play 15-second ads for the past six months.
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5 MINUTES WITH…
With the Cynopsis 2014 Digital Measurement Summit in New York City coming up on Monday, we sat down with David Moffly, Founder and Chief Executive of Baeble Music, the online video music platform. Moffly will moderate the Future Paths of Distribution panel. Register here.
Why is distribution so important to programming?
The super-short answer is, more eyeballs. Different users identify with different platforms at the expense of others. To reach the maximum audience, a producer needs a multi-platform/device approach. For small to medium size companies, distribution beyond a core platform offers a number of potential benefits. These can range from earning incremental viewers for your programming who would not necessarily know of your platform or use it, to generating incremental profit from the addition of another monetized source, to the extension of your brand footprint onto additional platforms.
What’s a surprising lesson you’ve learned at Baeble?
Users (and potentially the same ones) behave differently on various platforms, even with the same programming.
What’s the biggest challenge when it comes to distributing content?
Dovetailing program strategy and creation to the particular outlet. A large portion of successful MCN programming is very specific to YouTube. In the videos, there are gestures, language and program elements that play to the strengths of the platform. But outside that supporting architecture, they can look out of place and stilted.
Patience is another challenge. Distribution is a multi-year effort, and traction on new platforms is more likely slower than faster. YouTube has created an illusion of immediacy – we all like to hit the refresh button and see a current – and hopefully growing – play count.
Turner Broadcasting appointed Stephano Kim as Senior Vice President, Ad Operations and Chief Data Strategist. Prior to Turner, he worked with early data and technology companies as an advisor, investor and operator while overseeing Springhouse Capital, a private angel fund.
Yahoo named Lisa Utzschneider as Senior Vice President of Sales for the Americas. She was most recently Amazon’s Vice President, Global Advertising Sales.
Anki hired Joby Otero as Chief Creative Officer and Craig Rechenmacher as Chief Marketing Officer. Otero was the former Creative Director for Activision’s Skylanders and Rechenmacher was previously at Electronic Arts.
A CYNOPSIS MESSAGE
Innovators. Inspirers. Creators of all kinds. We celebrate those in online video content and advertising who are at the forefront of this new industry, elevating it with their state-of-the-art contributions to branded content, technology, ad campaigns, and original content.
Celebrate with us on Friday, November 14th at the Grand Hyatt in New York City.
View Finalist List Here: http://www.cynopsis.com/event/digital-awards/.
DIGITAL SPOTLIGHT OF THE DAY
The first trailer for the fifth season of Jerry Seinfeld’s Comedians In Cars Getting Coffee hit the web yesterday, featuring Fred Armisen, Bill Burr, Jimmy Fallon, Kevin Hart and Amy Schumer. “I’m sure I’m not supposed to say this, but my favorite part of making these shows is really the promo that kicks off the season…it’s two months’ work for a killer 90 seconds,” Seinfeld said. Go ahead and check out the comedian’s favorite part at www.cynopsis.com/#video. The new series hits Crackle platforms on Nov. 6.
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