Cynopsis’ biggest event of the year, the 2-day, interactive Big TV Conference, offers senior agency, programming, tech and brand executives fresh thinking and new tools for our radically evolving media ecosystem. It’s an opportunity to frankly discuss challenges and opportunities with peers and thought leaders about the media business, whose evolution has been permanently accelerated by global events.
Companies are pledging solidarity with Black and Brown people against injustice, but actions speak louder than words – and action can take many forms. CBS Media Ventures is providing BNC, the news network for Black and Brown communities, with increased representation for Direct Response ad agencies. A production company has been created to produce and develop entertainment content focused on authentic Indigenous characters and stories. HBO Max launched an audience initiative amplifying Latino voices. We’ll look at the most innovative ways the industry is working toward meaningful, lasting change, and what still needs to be done.
From “Bridgerton,” to Hallmark Channel Christmas movies, to HGTV’s real estate series to TLC’s “90 Day Fiance” and its ever-growing list of spin-offs, some shows capture viewers’ imagination in a special way – and keep them coming back for more. What’s the secret? Partly capturing lightning in a bottle, to be sure, but also knowing what corners to peek around when it comes to casting and storytelling. Producers share tips and success stories.
T-Mobile shut down streaming bundle TVision just five months after a high-profile launch, turning to an entirely different strategy. What are the streaming trends to be aware of, the unexpected costs that can trip the best-laid plans, and the strategic partnerships and innovations that will lead to profitability? A panel of experts offer hard-won insights about a fast-moving landscape.
Why go local? The ability to sell ads targeted to specific households in specific locations was never more clear than during the pandemic, when the health crisis hit different regions of the country in different ways. Local television - and mobile, and OOH - engages with communities and consumers in meaningful, relevant ways, covering local news, sports, weather and more that impact consumers’ daily lives. Measurement, messaging, and new technology are key - find out how to adapt to a new world by making local part of your strategy.
Brands have more tools than ever to amplify the impact of their stories, as adtech companies reinvent ways to send the right message to the right audience. Innovative ad platforms, AI and machine learning that enable instant understanding of audience behaviors, and fresh products allowing brands to steer the consumer journey, are just some of the solutions that help drive new revenue and deepen partnerships.
UGC dominates mobile platforms, with two-thirds of consumers saying it creates a “more authentic” buying experience, according to TurnTo Networks. So how can marketers and networks employ this awesome power to fuel campaigns and generate buzz? “Criminal Minds” found new life among teens obsessed with the CBS warhorse thanks to snackable content on TikTok – and that’s just the beginning. Learn how to maximize the potential – and avoid the pitfalls – of user-generated content.
A diverse workplace isn’t a “want” anymore, it’s a “need.” And not just because of an overdue cultural awakening – racially and ethnically diverse companies outperform industry norms by 35%, according to McKinsey; Glassdoor reports 67% of job seekers said a diverse workplace is important when considering job offers. So how can media companies make their recruiting process more inclusive and appealing? How should job listings and career sites be tweaked for maximum impact? And what policies should be in place to manage diversity in the company once the right people are in place? You’ll leave this panel with invaluable insights on how to fine-tune your organization’s best practices and policies.
With the average US household having access to nearly 100,000 hours of content, delivered via 3.8 different providers (Ampere Analysis), offering great programming is no longer enough - a laser focus on optimizing platforms for content discovery is essential. We’ll look at the latest updates and tools that will maximize user engagement, from user interface, to leveraging AI and machine learning to personalize curated content, to re-imagining content for a new generation.
Audience measurement capabilities continue to advance as consumers increasingly migrate across multiple platforms. Between March and August 2020, US adults spent cumulatively 12.2 trillion minutes with digital, 11.1 million minutes with linear TV and 2.8 million minutes with streaming, according to Nielsen, which means marketers can no longer to take a siloed approach to their video plans. But in a fast-evolving landscape, which solutions are most effective right now… and what’s next?
From the realism and humor of coming-of-age series like “Never Have I Ever” and “grown-ish,” to dark takes on teendom like “The Society” and “Euphoria,” to makeup tutorials and music videos on YouTube, programming for the next generation is quirky, angsty and culturally relevant. Our panel will examine what teens are looking for – really – and how to serve it up.
Podcasts can be a powerful tool, with their growing and engaged followings. The audio format allows programmers and marketers to reach new audiences, repurpose content and strengthen existing relationships. But monetizing podcasts? That’s whole other ball of wax. But not impossible - our panel of experts will share winning strategies for generating revenue with this flourishing medium.
Waves of new tools are emerging to keep up with everything from consumer behavior, to evolving production methods, to e-commerce and more. How can video providers deliver a personalized user experience that resonates with viewers? What are the latest solutions for remote production? How can accurate audience forecasting be achieved in a programmatic world? We’ll offer a look at the most intriguing new offerings.
With the number of streaming services on the rise, consumers have a multitude of choices – just since late 2019, Apple+, Disney+, AT&T’s HBO Max, Comcast’s Peacock and Discovery+ jumped into the pool. How can streamers, large and small, avoid churn and grow their numbers in the midst of such fierce competition? A study from The NPD Group in October 2020 found that 21% of SVOD subscribers had either decreased their engagement or cancelled their SVOD provider because of better content from another video service – up from 14% in April. From pricing, to content, to promotion and customer experience, we’ll explore what it takes to keep consumers engaged – and onboard – in 2021 and beyond.
The shift from hardware-defined infrastructure to software-defined infrastructure; the impact of 5G; the need for interoperability of streaming infrastructures amid mergers of different companies; and what machine learning can – and can’t – do to streamline broadcast workflows are just some of the issues facing streaming services. We’ll have experts talk through what matters, and how to make it work.
The pandemic heightened the importance of local news, as viewers tuned in to get information about the impact of the health crisis on their communities. It’s no surprise viewers went local - according to the Dynata Coronavirus Media Usage Study, 83% of US adults trust their local news over national broadcast or cable news channels. But local news is evolving in this era of cord-cutting - newsletter platform Substack has launched Substack Local, and Allen Media introduced a new streaming service, Local Now, to name just two recent examples. So how can local TV stations remain vital in a streaming world? How should they capitalize on opportunities provided by digital platforms to deliver targeted content to their audience? We’ll look at the smartest ways stations can invest in the future.
There’s been a rush to meet the needs of Latinx viewers – Latinos make up nearly one-fifth of the US population, and in 2020 those under 17 became a multicultural majority. But the Latino community is diverse, and reaching them in a meaningful way means not only casting Latino characters in series and advertisements, but being culturally attuned to the audience’s needs and preferences. We’ll explore what programmers and brands need to know to connect with this powerful – and growing – group.
Getting on the same wavelength as Gen Zers is a challenge faced by networks and marketers alike. What are the issues they care about, and how does that influence what they watch and what they buy? How has the pandemic changed their view of the world? VICE TV is the rare cable network that’s growing, with issues-oriented shows that break new ground with Gen Z; video-first platforms like TikTok win over young people looking to be entertained, not just connect with friends. We’ll explore the content that’s driving viewership now.
That Big TV Conference is presented by Cynopsis—first in your inbox with the most important media news of the day – keeping you more informed, smarter, and one step ahead. Cynopsis reaches decision-making media professionals, from agencies and brands to linear and digital networks, through a variety of avenues: email, online, mobile, social media and live events.