Friday, April 20th, 2012

Cynopsis: DIGITAL

Good morning. It’s Friday, April 20, 2012, and this is your first early morning digital briefing. If you would like to read this or any other Cynopsis editions online, click here.

Hulu kicked off the Digital Content NewFronts (DCNF) yesterday with its presentation in New York. Among the highlights:


  • Hulu has more than 360 content partners between Hulu and Hulu Plus, and offers current season programming from five of the six major U.S. broadcast networks.
  • As of March 2012, Hulu has approximately 40,000 hours of content.
  • In February 2012, Americans watched 2.5 billion videos on Hulu.
  • Hulu represents 20% of the overall online video marketplace, and 40% of the online premium video marketplace.
  • Has served over 1,000 brand advertisers in its history.


  • Battleground, from Marc Webb and J.D. Walsh: Hulu’s first original series, a political drama about a Senate campaign (aiming for the 18-34 age demographic).
  • A Day in the Life, from Morgan Spurlock: Now in its second season, the documentary series chronicles one day in the life of various personalities (18-34 demographic).
  • Up To Speed, from Richard Linklater: It is coming to Hulu this summer, and is intended for the 18-49 demographic.
  • We Got Next, from Kenya Barris: A new series to debut this year about four friends who battle on and off a pick-up basketball court (18-49).
  • The Awesomes, from Seth Meyers and Michael Shoemaker: An animated action series that follows a team of superheroes that battle villains and the paparazzi. It will come to Hulu in 2013 (18-49).

In development, available for sponsor support:

  • Don’t Quit Your Daydream, from Adrian Grenier and Virgin: A cast of musicians travel across America in search of artists to collaborate on a new song, based on a documentary by Grenier and John Loar (18-34).
  • Flow, from Michael Wendschuh, David Belle, Agility Studios and the Shine Group: A series that follows an individual’s quest for justice after being framed for a crime he didn’t commit (18-34).



NBCUniversal’s Integrated Media group, its cross-company marketing and creative content unit, has launched The Curve Films, focused on developing and distributing films that are based on proprietary consumer data gleaned from Integrated Media’s new hardcover book, The Curve. The first film, Y Now, provides a portrait of Generation Y, with nine Gen Y men and women personifying the insights gathered about their generation. “The Curve Films initiates a first-person dialogue between our audience and our clients, providing them with a keen understanding of their consumer target and how to speak to them with messages that resonate,” said John Shea, EVP and CMO/Integrated Media. To that end, the film will feature annotated video, where the viewer can choose to click on a statistic that appears on the screen, which will pause the film and show relevant data points. The film will be distributed via email to select advertisers and marketers, and will also be available online at for the public. The plan is to produce and distribute the films on a quarterly basis.

Ford and have unveiled The Big SHFT: 10 Innovators Changing Our World a new documentary web series that profiles leaders who are trying to transform industries with new sustainability solutions. The series was developed with Co-Founders Adrian Grenier and Peter Glatzer, and was directed by Gilly Barnes. The series is comprised of 10 short films, each focusing on a different individual. The series will be distributed on, the Huffington Post, AOL and U.S. Virgin Airlines in-fight entertainment. For Ford, it’s part of a national education program intended to help drivers determine which car is right for them. Specifically, it’s set up a website that features a lifestyle quiz for that purpose. So far, the site has received over 200,000 visitors. Ford wants to boost that by 50% this spring.

YouTube personality Toby Turner is joining the cast of Cartoon Network’s upcoming TV series Annoying Orange, which is based on the successful web video series that has racked up more than 1 billion total YouTube views. Turner will play the only human character that can interact with the titular fruit. Turner’s three YouTube channels combined have over 3 million subscribers and have attracted more than 750 million total views. The Collective has developed and will be producing the series. Dane Boedigheimer, the creator of the web series, is co-creator of the TV version alongside Tom Sheppard (writer, Pinky and the Brain).

Veteran commercial director/DP Patrick Donnelly has launched Cinema Five Films, a new full-service production/post house that will focus on advertising, integrated marketing campaigns, network branding, as well as long-form online, TV and feature film projects. The company says it has already inked several creative assignments from leading brands such as Sobe, Neutrogena, Chevy and P&G to develop integrated marketing campaigns with MTV.


Mobile video communications company Tango has closed a $40 million Series C round of funding with participation from new investors Qualcomm Inc. and Access Industries. This brings the start-up’s total funding number to nearly $100 million. The capital will be directed toward developing products and services that align with the company’s vision of connecting people through video on multiple platforms. Tango is also reporting significant growth: It has 45 million users, with over 10% using Tango daily, and 44% actives. Tango, which allows users to make video calls and send video messages, has also updated its Video Messages feature to include group messaging.


Google has released the Google AdMob SDK 6.0 for Android and iOS developers. It features the free AdMob Ad Network Mediation solution that allows developers to allocate inventory across numerous third party ad networks on a country-by-country basis. Google says developers will retain full control and choice over the ad networks they use with a single UI. The new SDK is also introducing new banner ad formats that automatically expand to the fit the size of any smartphone screen, even if it’s sitting in landscape mode. The SDK is also compliant with MRAID, which is a common API for mobile rich media ads. The latter is an effort to establish a standard for mobile rich media ads so that it’s easier for advertisers to build ads and developers to run them in their apps.

Dachis Group has launched Content Insight, a new service that analyzes all of a brand’s Facebook posts and provides data on how they’re performing. This includes the post’s reach; the number of users who have interacted with it; overall sentiment (measured from -100 to 100); a Virality Score, which calculates the number of unique users who have created a story from the brand’s page post as a percentage of the number of unique users who have seen that post; and the number of unique users who have created a story about a page in a seven-day period. Content Insight also integrates with Advocate Insight to show whether a Facebook visitor is one of the brand’s advocates. It is immediately available to customers of the social software and solutions firm’s Social Performance Monitor SaaS product. Dachis Group has also integrated the Facebook Insights API into its social analytics platform. The company is certified to be in three of four groups (Insights, Pages, Apps) within the recently updated Facebook Preferred Developer Program.

ELLE and Hearst Digital Media have teamed up to launch an s-commerce initiative on the ELLE Facebook fan page, which will offer consumers a curated “Trend Guide” with content that links to product pages where items can be purchased. The Trend Guide features a custom tab that highlights six editorially selected seasonal trends, with each trend linking to a gallery of related products. All featured items within each trend link to a detailed page on the brand’s e-commerce site where the product(s) can be purchased. The Trend Guide is also equipped with Facebook’s Open Graph tools, allowing users to take actions such as “love,” “want,” or “own,” rather than just “likes.”



Cynopsis: Sports Business Summit
Steve Phelps, NASCAR / Brian Hughes + Brian Monahan, MagnaGlobal / David Dunn, Athletes First

2012 Cynopsis: Sports Lifetime Achievement Award Honorees
Bud Collins / Tony Ponturo / Harvey Schiller

DirecTV / FOX Sports / NASCAR / Advertising Club of NY




VOD is on the verge of becoming a potentially lucrative ad medium, according to Rentrak‘s State of VOD: Trend Report 2011. Overall, VOD grew from 7.8 billion transactions in 2010 to 8.8 billion in 2011. The report also shows that Free-on-demand (FOD) content, which Rentrak defines as programs that run on ad-supported broadcast, cable or on-demand only networks, witnessed a 17% growth in 2011 to 6.8 billion transactions. Since FOD accounted for a vast majority (77%) of VOD transactions, there is a significant opportunity for revenue growth in the coming years as ad insertion technology becomes more common, according to Rentrak. Additionally, based on Rentrak estimates, the potential value of ad inventory in FOD programs is at least $1 billion dollars. FOD averages five hours and 17 television shows or videos watched per month. Furthermore, over 55 million U.S. homes currently have access to VOD and the average home spends eight hours per month watching VOD content.

The latest SMART report from Millennial Media, which was produced in conjunction with the IAB and conducted by Harris Interactive, analyzed mobile activity around the most recent NCAA basketball tournament. 69% of consumers watching the NCAA Tournament on TV this year used a mobile device while watching, and 69% of consumers who followed the tournament said a mobile device allowed them to access content in a convenient manner. Among passionate fans, which the report describes as fans with a favorite team that is competing in the tournament, 26% followed the tournament primarily through their smartphones. Other highlights from the report include:

  • Among passionate fans, 88% used their mobile devices for March Madness-related activity and 40% bought an app related to the tournament.
  • On the first day of the tournament, impressions on sports apps increased 31% week-over-week and social media apps increased 42%. From 5-7pm ET on the first day, impressions on sports app increased 158%.
  • 48%% used mobile during the tournament to check scores; 25% to read about teams/players; 23% to check brackets; 20% to watch highlights.

In its Q1 2012 earnings report, Verizon announced that it sold 3.2 million iPhones. For comparison, Verizon sold a total of 6.3 million smartphones in the same timeframe. Overall, Verizon said 47% of its mobile customers own smartphones, up 3% from Q4 2011, and about 9% of customers own LTE devices.



One Small Act is a new app from Green Is Universal that offers about 20 different types of easy eco-pledges (“wash your clothes in cold water,” “turn out the lights when you leave the room”) for those who want to do something in honor of Earth Week and Earth Day. Some of the pledges feature a green tip from an NBCUniversal celebrity. Every time a user makes a pledge, an item is planted in a virtual garden. Users will be able to see the flower, tree or plant they’ve contributed. Green Is Universal will unveil the full virtual garden tonight, which will be viewable online and via a large projection on a city-wall in downtown Philadelphia. As more pledges come in, the virtual garden will continue to grow.


Gina Garrubbo has joined Hearst Magazines International (HMI) as SVP/Hearst Global Women’s Digital Advertising Network. Garrubbo had been consulting for Hearst on strategic development in the digital advertising space since January 2012. In her new role, Garrubbo will look to offer advertisers an opportunity to reach consumers across HMI’s network of 190 websites worldwide, targeting consumers by geography, brand or demographic information. Assuming her new role immediately, she will report to Duncan Edwards, President and CEO of HMI.



JUST ANNOUNCED: Kids !magination Awards Finalists

Our first annual Cynopsis Kids!magination Awards Breakfast is set for Thursday, June 7 from 8:00-10:30am at Le Parker Meridien in NYC. Network with your peers and hear about the year’s best kids programming and marketing.

Join award finalists, support your colleagues and network with the best in the industry!

Preview the list of finalists & register for the Awards event:



HBO premiered Lena Dunham’s (Tiny Furniture) new comedy series, Girls, last Sunday night. The series has received a lot of critical attention, a majority of which skews toward the positive, discussing and dissecting at great length. If you haven’t had the opportunity to check it out, HBO has put the first episode up on YouTube in its entirety, for free. Give it a look, especially if you’re Sunday nights aren’t already preoccupied with Mad Men or Game of Thrones.

Later – Sahil
Sahil Patel, Associate Reporter for Cynopsis Digital

Cynopsis Ad Sales:
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Classifieds – Trish Pihonak- 888-702-3858 / [email protected]

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Cynopsis CLASSIFIEDSFor More classifieds, visit the classifieds page here .

JOB OPENING: DIR LEGAL AFFAIRS/SCRIPPS/TN: Provide legal counsel for prgrmng, neg.agreements across SNI brands. Intellectual property matters, mainly copyright & trademark exp a must. Apply: Req. 2953 (4/27)

JOB OPENING: DIR, NEWS & LOCAL PRGRMNG/So. Cali: Mng news/prog content. Responsible for overall plan’g, dvlpmnt & prod for news/prog. News/TV mgmt exp. + 5-10 yr exp.  industry req. #134478BR (4/27)

JOB OPENING: ACCOUNT DIR/GSTV/NEW YORK: Largest nat’l away from home TV network at the pump seeks an account director with strong exp in media sales. Apply at: (4/27)

JOB OPENING: RESEARCH EDITOR AD STANDARDS/NBCUniversal/NY: Will focus on prescription/OTC drug ads for broadcast. 2 yrs exp with clinical and consumer related research. Apply at: Job#5369BR (4/27)

JOB OPENING: PROJ MGR RSRCH/ATL: Mng rsch proj to support Ent prgmng for TBS. BA/BS deg. 5+yrs mktg/media rsrch exp req’d. Prof in basic statistics/analysis, Nielsen media rsrch suite of software. Res & C/L: [email protected] (4/27)

JOB OPENING: MGR NBC SPORTS NETWORKS SALES PLANNER/NYC: Work across NBC Sports Ntwrk sales teams to oversee inv yield mngmnt, sales plan review, pre/post sales analysis. More info: 5159BR (4/27)

JOB OPENING: RSRCH ANALYST/CBS Television Distribution/NYC: CTD barter prgrmng using Nielsen NPower, Galaxy Explorer and Market Breaks as well as WRAP sweep. BA Deg pref’d.  [email protected]  Apply: (4/27)

JOB OPENING: SALES PLANNER/DIRECTV/NYC: Client acct mngmnt & sales support including dvlpng sales proposals, planning costs, buy/sales reports, billing, scheduling & inventory QC. Req’d 2 yrs exp. Resume to:, (4/27)

JOB OPENING: NATIONAL TV BUYING DIRECTOR/Boston: 7-10 years exp w/major agency, Network, Cable and wide range of new media options a plus, relo package avail, Send resume to [email protected] (4/26)

JOB OPENING: CFO/LEFTFIELD PICTURES/NYC: oversee all financial aspects of the business, raise money & ensure that it is used wisely. Info: Resumes to: [email protected] (4/26)

JOB OPENING: CREATIVE DIR/Lifetime/NY: Create & execute high level mktg campaigns for Lifetime’s key initiatives. 5+ yrs on-air promo exp + 3+ yrs campaign launch exp. Apply: (4/26)

JOB OPENING: VP STRATEGY & CONS MKTG/Lifetime/NY: Manage cons mktg activities & direct mktg strategies across all Lifetime brands. 10+ yrs media, promo, mktg or adv exp within ent industry. Apply: (4/26)

JOB OPENING: PR DIRECTOR/TNT-TBS/ATL: develop strategic, creative publicity campaigns for TNT & TBS original programming. 7+ years television publicity experience; Req #130698BR (4/26)

JOB OPENING: SALES PLANNER/CBS Television Distribution/NY: National TV Sales Org. seeks energetic organized individual to join our company. Direct contact w/sales team and agencies. Contact [email protected] (4/26)

JOB OPENING: FREELANCE WRITER LIVE TV Writer (LA or NY): w/ passion for video game ind. Resp for talent wraps & breaking news. Must have exp writing for LIVE TV, working w/talent & teleprompter. 2+ yrs exp, apply: [email protected] (4/25)

JOB OPENING: ACCT EXEC, HEALTHSOLUTIONS/CBS TV STATIONS/NY: Create/pitch multi-mkt integ sales mktg solutions, neg budget, rate, rtgs & share. 7+yrs TV sales exp, health cat exp a must. (ID 10927BR) (4/25)

JOB OPENING: DIR, PRODUCTION & CREATIVE SERVICE/NBC/Universal City: Please visit for more info. Job # 4497BR (4/25)

JOB OPENING: COORDINATOR, INTEGRATED/ Execution of integrated advertiser marketing solutions across all platforms. 3-4 years, understanding of digital ad sales. Freelance. Email resume to: [email protected] (4/25)

JOB OPENING: SPONSORSHIP TV SALES ACCOUNT MGR/National Talk show-PBS/NYC: 5+yrs TV AD sales & sponsorship. Excellent record in originating and closing. 360 sales exp. a +. Resume must detail success/apply: [email protected] (4/25)

JOB OPENING: SR PUBLICIST/Current TV/LA: Asst in dvlpmnt, prod & dissemination of comm materials to help support PR campaign. 2 yrs exp in consumer or business-oriented PR envir.  More info/apply: (4/25)

JOB OPENING: SALES COORD/TV Guide Mag/NY: Assist sales: client/mktg/research/events. Strong org/comm/multi-tasting/skills a MUST. Ability to prioritize & self sufficient. 1yr media/agency related exp. [email protected] (4/24)

JOB OPENING: PROD MGR/NICKJR/NY: Animated series HQ office.Manage day-to-day prod scheduling, contracts, prod accounting. Knowledge of series animation pref’d.Resume to: [email protected] (4/21)

JOB OPENING: DIR, SCHEDULING/AMC/NYC: Long and short-term sched plan’g, maximize ratings via prgm inventory, determine stunts/events, create program platforms for AMC’s orig series. Apply: (4/21)

JOB OPENING: ACCT EXEC, BD & GROUP SALES/CBS TV STATIONS/LA: Create/pitch multi-mkt integrated sales & mktg solutions. 7+yrs TV sales exp, bus. dvlpmnt exp a must. More info/apply: (ID 11423BR (4/21)

JOB OPENING: ASST RSRCH DIR/NY: Lead rsrch projects, provide expertise to brand & activation teams, analyze synd data, knwldg of media plan’g/ buying & Nielsen systems, 4/5 yrs exp in Media ind. pref’d. Resume: (4/21)

JOB OPENING: DIRECTOR, EVENTS & TRADE/CONSUMER MARKETING/NYC: Responsible for strategic development/execution of marketing solutions for the integrated media group. Apply: #4195 (4/21)

JOB OPENING: MANAGER, MARKETING & EVENTS/NBCUniversal/NYC: Responsible for development and implementation of trade and consumer marketing efforts and events for Integrated Media. Apply: #4753 (4/21)

JOB OPENING: RESEARCH ANALYST/SCRIPPSNETWORKS/KNOXVILLE: 1+ years Research exp. in a national cable network or TV operator environment Info: #2998 (4/21)

INTERNSHIPS – These positions are for credit only – nobody gets paid here. These ads are always posted for free, and students work for school credit only. For more information on the specs for posting an Internship ad, email Trish at [email protected].

SUMMER INTERNSHIP CREDITS ONLY: LUDORUM/NYC: Seeking collage intern with marketing or licensing experience to assist in day to day team activities.  Detail oriented and excellent communication skills a must. To apply email [email protected] (4/26)

SITUATION WANTED ADS, POSTED BY THOSE LOOKING TO BE HIRED… There is no charge for placing your Situation Wanted ad… for more information contact Trish Pihonak at [email protected].

SITUATION WANTED: DVLPMNT PRDCR/LA BASED: Non-Scripted. ABC; CBS; NBC; A&E; Bravo; Current; Dis; E!; Fox 21; Hist; LoGo; MTV; Spike; TLC; VH1; Travel; solid, runs on batteries! [email protected] (4/25)

SITUATION WANTED: Dedicated & Experienced ADV. SALES PLANNER (NYC): Sales proposals, resolving client discrepancies, quarterly post analysis, special sales service projects, expert computer skills. Contact- [email protected] (4/24)

SITUATION WANTED: MEDIA PRO: with 9+ yrs of commercial operations exp looking for a training/manager/supervisor position within an established network or agency please use this email [email protected] (4/21)

SITUATION WANTED: Jeanne Intile Burns, VOICE-OVER ARTIST/VOICE COACH, Cell: 845-721-9681, E-Mail: [email protected], Web Links:,, (“American Biographies”) (4/21)

SITUATION WANTED: RIGHTS CLEARANCES PROFESSIONAL/NY: 20+yrs exp.researcher & contract negotiator Intellectual Property commercial licensing: Music/Clips/Photos/People/etc.Copyright/TM/PD research specialist [email protected] (4/21)

E-mail [email protected] or call Trish Pihonak at 888.702.3858 for rates and specs for Job Openings.

Are you looking for a job? Post your Situation Wanted Ad here — Email [email protected] for specs.

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