04/11/14: HLN teams up with Twitter for network makeover


Good morning. It’s Friday, April 11, 2014, and this is your first early morning digital briefing.


HLN has a new partnership with Twitter, it was announced at the net’s Upfront yesterday, in which HLN will use the service to post Twitter data live on air during Morning Express with Robin Meade. The network is also developing a product called the Twitter DVR, which will place the best tweets from TV premieres alongside replays and digital video. Finally, HLN is joining the Twitter Amplify sponsored video-clip program. HLN has recently rebranded as “the social TV network for the millennial”…

… online talk show What’s Trending, multi-channel network MiTu and YouTube star Jessica Edwards (TheCarolinasFinest) are joining HLN. What’s Trending will create a weekly program hosted by its current star, Shira Lazar. MiTu is creating Wkly M@shup with Chuey Martinez for HLN, based on the MCN’s current web series El Show w/Chuey Martinez. Edwards’ new reality show 2 Spouses, 3 Houses will use couple’s social profile to pick out the perfect home for them.

The late night TV wars just got hotter, with Stephen Colbert taking over David Letterman‘s slot on CBS. As soon as news was announced, social media also reacted with 23,000 related tweets within the first hour, according to Kontera research. Of those tweets, 27 percent were positive, 61 percent neutral and 11 percent negative (those were from tweeters hoping for a woman to replace the host, or those sad to see The Colbert Report go). Kontera also reports that in the last three months, Letterman’s retirement announcement on April 4 was the most active day in late-night social media. There was 87 percent as much exposure across online and mobile social networks the day after Jimmy Fallon‘s first Tonight Show on Feb 18, and 73 percent as much on Jay Leno‘s last day on the same show on Feb. 7.

PBS Digital Studios and Endemol Beyond announced dates for their Digital NewFront events. PBS will take place on May 5; Endemol’s will get underway on May 2.


Register Now!
Cynopsis Digital VC Roundtable
Thursday, May 1, 2014|8:30 AM to 10:00 AM|Hosted at Shareablee


Speakers Include:
Kiran Hebbar,General Partner {Valhalla Partners}
Alex Iskold,Managing Director {Techstars}
Rick Heitzmann,Managing Director{FirstMark Capital}
Joy Marcus, Venture Partner{Gotham Ventures} & CEO{Bloglovin}


Registration:Pete Romas,203.899.8483| Sponsorships:Mike Farina, 203.218.6480


CNN revealed its new app expansion, CNNx, at its Upfront event yesterday. The product can be accessed through the CNN app for iPads, and allows users to watch 24 hours of program rundowns and on-demand segments as a companion to the TV Everywhere app. CNNx will debut on set-top boxes and CNN.com at the end of 2014. “It’s like the Internet crashed into your television,” described CNN.com Sr. VP and General Manager KC Estenson.

Univision Deportes is gearing up for the FIFA World Cup Brazil this summer, and hoping to have the digital edge on the global soccer event courtesy of its new app. Created by NeuLion, the app features live streaming coverage (not all games in the World Cup will require authentication to view), a personalized team and league option, and a social media interactive component. NeuLion will be clipping segments of games in real time so fans can catch major moments, and the app will also provide highlights and alerts from matches. Fans can follow along with the new world cup home page, using the hashtag #UDMundial or through Univision Deportes’ social media hubs.
Despite the upcoming Supreme Court hearing on April 22, Aereo is still launching on Google Chromecast. Aereo reps say the app will be available on the device as of May 29, but that actually depends on the outcome of the SCOTUS case. Broadcasters sued the web-TV service for copyright infringement.


EXCLUSIVE: When it comes to MTV and award shows, the network is known for fostering some major social media buzz. At this year’s MTV Movie Awards on April 13th, MTV is introducing the Tumblr War Room and Mr. GIF as well as revamping its previous All Access Live experience. The Tumblr War Room enlists well-known Tumblr artists to create artistic interpretations of the show in real time, and Mr. GIF will assemble live GIFs from the red carpet and during the show. All Access Live will include an MTV Cut cam for fans to put together their own GIFs from behind-the-scenes moments. Cynopsis spoke to MTV Vice President of Content Marketing and Audience Management Tom Fishman to get the scoop.

Why did MTV see Tumblr as the platform to jump on for this event?
We launched our blog at the MTV Movie Awards in 2010, so it’s kind of an anniversary for us! But as with all our platform partners, we look to evolve with them, so we use our big events as launch pads for innovative ways to do that. As MTV continues to build on our overall philosophy of empowering and elevating great creative, partnering with Tumblr (with Taco Bell as the first ad partner for MTV and Tumblr) and our fan community is an exciting leap for our relationship.

Can you elaborate on how Mr. GIF’s past success helped to bring it back for another year?
[Mr. GIF creators] Jimmy Repeat and Mark Portillo each had stints working at MTV, so we were lucky to be exposed to their work and incorporate it into our Tumblr early on. The guys are geniuses, plain and simple. They get our brand, our audience, and their creative sensibilities often take us to provocative and quirky and unexpected places — exactly where MTV needs to be.

What about Twitter? This social platform has always been a mega community for most MTV award shows.
Absolutely, and we expect that we’ll see huge buzz and hundreds of trending topics once again. We love what Twitter brings to the table for us and our fans from an interactive and real-time standpoint. And with the pop culture water cooler moments that tend to come out of MTV events, it’s a match made in heaven. (T-Mobile and Revlon are sponsoring integrations with the Move Awards this year).

How has social interaction and media transformed MTV?
Great TV makes for great digital and social moments, period. Our series and event producers take that into account without going overboard with forced social elements in the show. I feel like you see that kind of thing a lot these days, and our audience senses “trying too hard” right away.


According to Google, TV-related video views grew 35 percent over last year on YouTube, and time spent viewing that content rose 65 percent. In general, the research found that TV content searches spiked 16 percent from year to year. Google also showed a 69 percent subscription increase for broadcast network channels (for example, Jimmy Kimmel Live‘s channel) from 2013.


Latinum Network announced Dave Jackson as Vice President of Business Development and Mike Murakami as the latest Senior Director of Research and Insights. Jackson served as AOL‘s VP of Sales for seven years, and Murakami was Quantitative Marketing Manager at Google.


2014 NewFronts Special eReports

NewFronts Preview [4/24] We’ll review the past few NewFronts and talk to Digital Publishers, Programmers & Agencies/Brands to find out what worked, what didn’t, and what are the 2014 expectations.

NewFronts Wrap-up [5/9] We’ll take a look at all of the breaking news that came out this year, as well as all of the highlights + new buying strategies that were presented.

Ad space is limited, contact Mike Farina (203.218.6480) to reserve your spot!


Dove is at it once again with its newest beauty experiment; the ad that hit more than 1.5 million views in twenty-four hours of its release is called Beauty Patches. The four-minute video from Ogilvy & Mather Brasil (behind Real Beauty Sketches ad), follows women using fake “beauty patches” to test and see if it makes them look and feel more beautiful. The women are not convinced at first, but after two weeks they seem to believe the patch is “working.” The ending reveals that the patch actually contains nothing… the beauty boost they were feeling was just a state of mind. Check it out at www.cynopsis.com.

See you tomorrow,
Jessica Reese  @JMarieReese

Roberta Caploe: Editorial Director @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group

Cynopsis Ad Sales: Mike Farina | VP, Sales | 203-218-6480
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