CYNOPSISDIGITAL
09.15.14

Good morning. It’s Monday, September 15, 2014, and this is your first early morning digital briefing.

 
Following announcements from Sony, Verizon and Dish, Direct TV CEO Mike White said the company is creating an online video service to launch by the end of this year. However, DirecTV’s service will vary from the three others in that it will specifically target Hispanics, and will be called YaVeo. “There’s an ethnic opportunity,” noted White. The service is expected to niche programming for a minimal price, with Univision as a major content supplier. White also discussed the AT+T acquisition made earlier this year, and expects the deal to close by 2015.
 
A standalone HBO Go service may become reality, Time Warner CEO Jeff Bewkes hinted on Friday. Currently, accessing HBO’s on-demand service requires a cable subscription. “We’re seriously considering what is the best way to deal with online distribution,” Bewkes said. Do you think this is a good idea? Let us know by taking our poll at Cynopsis.com.
 
Digital and VOD film and TV distributor Syndicado acquired a slate of documentaries and films featured at the Toronto International Film Festival. Films include Stop the Pounding Heart, Low Tide, and The Passage, all from writer and director Robert Minervini. It will also distribute seven other documentaries across all major English markets.
 
Taco Bell signed on to sponsor Fullscreen’s YouTube fan festival and concert over the past weekend, called InTour. The event, held at the Pasadena Convention Center in California, was set to feature 15 Fullscreen celebs such as Connor Franta, JennXPenn and JC Caylen of Our2ndLife performing songs, comedy sketches and meeting fans. The fast-food chain produced custom content with Fullscreen to create online video spots for its menu items. It also broadcast a “GIF booth” to air across social media platforms during the celebration.
 

A CYNOPSIS MESSAGE

Cynopsis Future TV Summit
October 16|Grand Hyatt NYC|8:30 AM – 4:00PM
Early Bird Ends  9.26.14! Register Here!

Speakers Include:
Roland Hamilton: Managing Director, USA at Dailymotion
Danielle Mullin: VP, Marketing at ABC Family
Gavin Bridge: VP at Ipsos MediaCT
Tara Poto: EVP at UM Studios

A Special Thank You To Our Sponsor: FreeWheel

 
Nickelodeon’s fourth season of The Legend of Korra (a companion to its Avatar series) will be released entirely on Nick.com and its mobile app. New episodes of the 13-ep series will hit the wire every Friday. Nick ordered two digital-only series in the past year: a show from AwesomenessTV and The Fine Brothers and Welcome to the Wayne animated short series (that is already available on Nick’s web platforms).

 
Multiple screens are helping, not hurting TV viewership, according to a new Viacom study. In “Getting with the Program: TV’s Funnels, Paths and Hurdles,” 47 percent of multi-screeners said it’s important to watch their favorite shows live, versus 23 percent of single screeners, and 57 percent of the 1500 Viacom viewers ages 13-44 surveyed said TV is their favorite way to sample a TV show, versus 22 percent for streaming, 10 percent for DVR and 6 percent for VOD. And while 45 percent of multi-screeners expressed loyalty to a few networks, only 22 percent of single screeners did.

Cynopsis sat down with Senior Vice President of Digital Sales Jeremy Levine of Live Nation, the digital publisher and producer. In April, Live Nation struck a major deal with Yahoo to stream a live concert every day; most recently, LN launched its own programmatic solution and bought DIY ticket seller Eventjoy.
 
How is Live Nation both a publisher and a programmatic platform?
We have built a media company on the foundation of the largest live event and ticketing company in the world (Live Nation and Ticketmaster merged in 2010). From original videos and photos, to social based geo-fenced content, to launching the leading music touring blog, we have evolved into a content creator. The next step in our evolution is to harness the scale and amount of first-party data we have through our ecommerce backbone to create data and audience-driven products; these are unique offerings that can best serve our partners and their targeted digital advertising objectives. That’s where programmatic comes in. We have the data, the audience and the scale to be a player, so it was the next natural step.
 
What do you see as the most interesting trend in digital advertising now?
Brands moving away from “traditional” digital assets to more content-based messaging. Whether through native advertising, social messaging, branded entertainment or sponsored content, brands are looking to get their message across in more creative ways. It all goes back to the era of the original soap operas where the Procter and Gambles of the world were bringing content to TV viewers and integrating their products into the programming. Now it’s multi-screen, targeted and shared socially, but the concept is the same. I only see it continuing to grow.
 
What is the biggest challenge facing the industry right now?
Clutter and competition in the marketplace, and downward pressure on CPM’s. The online space, and music in general, are extremely competitive and there are lots of options of varying quality for brands. One positive offshoot of that competition is the growth of partnering up between publishers. As my boss likes to say, “One day a competitor, one day a collaborator.” Honda Stage is a great example of this; Live Nation is one of a handful of digital properties working collaboratively on the program, leveraging our various expertise and audiences. In terms of CPM’s, we’re not going to get into a race to the bottom to chase business; not only in terms of direct sales but also as we build our programmatic business.
 
What makes a music fan different from any other?
A live music fan is generally more affluent (avg HHI of over $75k), more tech savvy (28% more likely to be asked their opinion on technology), more social – online and off – (31% more likely to visit a social network 3+ times/day; 89% more likely to go to a bar or nightclub) and spends more (49% more likely to have used a credit card 20+ times in past 30 days) than the general population. This translates into a consumer who has more disposable income. The music fan is often the one whom friends and family come to for purchasing advice, and that makes them a great evangelist, if a brand is able to make that connection through their product, creative and messaging.
 
 

 
72andSunny’s live-action spot for the videogame Become Legend once again proves how engaged (and large) the gamer audience truly is on the web. The commercial, released less than two weeks ago, has gone viral and hit more than eight million views. Check it out at www.cynopsis.com/#video.

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JOB OPENING: DIR, PROGRAM LICENSING, The AMERICAS/SNI/NYC: Exp’d Sales Exec w/5+ yrs exp in int’l TV sales & pref in brdcst envir to forecast & achieve annual sales targets. Knwldg of Region, Format Dist & Deal Structure. FULL INFO/APPLY HERE (9/20)

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JOB OPENING: WRITER PRODUCER/WEtv/NYC: Be a part of the new WE tv! Reality episodic powerhouse to write/produce must see promos viewers can’t ignore. Great writing skills & savvy grasp of pop culture a must. FULL INFO/APPLY HERE (9/20)  

JOB OPENING: ANALYST, DIGITAL RESEARCH/NBCU/NYC: Support Digital Ad Sales Research team by providing marketplace positioning, analysis and information across NBC Entertainment. FULL INFO/APPLY HERE (9/20)

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JOB OPENING: SR. DIRECTOR, AD SALES RESEARCH/FX NETWRKS/NY: Oversees all daily aspects of ad sales & digitl ad sales research for FX, FXX, FXM & FXNOW. 6-8 yrs exp research at media company/OJT/Nielsen systms. http://bit.ly/1qjVCuZ (9/19)

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JOB OPENING: MGR CURRENT PROG./Universal TV Productions/Univ. City: Mgr will work with Drama and Comedy Development to transition shows into Current series. 2 yrs exp req. FULL INFO APPLY HERE (9/18)

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JOB OPENING: MIDWEST INTERACTIVE SALES MGR/OWN: Oprah Winfrey Network/CHI: Hi-energy manager wanted! Min 3 yrs in ad sales, exp in online content and media preferred. Travel required. Apply at: http://careers.own.tv/ (9/18)

JOB OPENING: AD SALES PLANNER/OUTDOOR CHANNEL/CHICAGO: Regional sales planner needed to create, manage and steward sales plans. Provide research and mkting elements to clients and agencies. Wide Orbit exp a plus! RESUME 2: [email protected] (9/18)

JOB OPENING: MGR BRANDED ENTERTAINMENT/NBCU TV DISTRIBUTION/NYC: Mgr Partner with Sales and manage in-show integrations with production staff and clients; 5 yrs exp required: APPLY HERE (9/17)

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JOB OPENING: MUSIC & MEDIA CLEARANCES SPECIALIST/MLBNtwrk/NJ: Strong knowledge of music, footage, image licensing. Highly organized, self-starter w/excellent communication skills. Min 3 yrs exp in TV/Film/Media Company. Resume: [email protected] (9/17)

JOB OPENING: FREELANCE PROJECT MGR/BBC AMERICA/NYC: Multitask, budgt, plan, coordinate & delivr Ad Sales productions efficiently. Involved w/planning/pitching, contrl & suprvisn. Update all on progress. [email protected] (9/17)

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JOB OPENING: ASSOC PRODUCER (ON-AIR PROMOS)/CBSSN/NY: 1-2 yrs Production Asst exp in Sports TV production. On-air promo & college sports knowledge required. Final Cut Pro proficient desired. Apply: www.cbssportsnetwork.com, select CAREERS link (9/17)

JOB OPENING: SUPERVISOR, CABLE TRAFFIC/LA: Supervise daily operations of the Commercial Administration department. Duties include working with log and copy administrator to verify all information. Full info/apply HERE (9/17)

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CASTING CALL: Companies can showcase their casting notices/casting calls here. For information on rates and specs for posting a casting notice, please email Trish at [email protected]

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