Friday, June 12th, 2009

Cynopsis: DIGITAL


Good morning, it’s Friday, June 12, 2009, and this is your first early morning digital briefing. 

After years of planning and months of delay DTV Transition day has finally arrived. All full-power TV stations must pull the analog plug by midnight tonight but most will make the switch this morning. Estimates vary as to how many households will go black with the switchover. Nielsen says 2.8 million homes are unready, while the NAB estimates the number to be closer to 2.2 million – some of whom have ordered but have yet to receive their digital converter boxes. The FCC has mobilized a virtual army to help with last minute installations, establishing over 600 walk-in centers, setting up assistance for the deaf, and appointing AmeriCorp volunteers in 30 markets and fire departments in another 57 markets to visit affected homes. The web has been an extremely effective tool with which to educate consumers. The newly-upgraded site, which provides tuner and reception information searchable by zip code, received more than 24 million visits in May alone. Then again it’s not the web savvy we’re worried about.


A&E is pulling out all the tops to promote its new reality show Hammertime about the private life of (famously broke) rapper MC Hammer. The Hammertime minisite serves a portal for the show’s digital content including MC’s Twitter stream, a casual board game, an embeddable widget and various short form videos. One of the videos, which features 60 fans in MC Hammer pants flashmobbing unsuspecting patrons at a Sunset Blvd. jeans store, has already passed 830,000 views on YouTube and 210,000 views on MSN.


MWG Entertainment, the new media studio founded by Max Goldenson (daughter of ABC Network founder Leonard Goldenson) launches its second web show Road To The Alter on June 15, premiering on its own site as well as several portals including YouTube, Joost, Sling, Doldcast and Zillion TV. Starring Jaleel White (Family Matters) and Leyna Juliet Weber (As The World Turns,) Road is a mockumentary spoofing the traditions associated with tying the knot. The start-up has secured brand integration and product placement sponsorship from Pier 1, Panda Express and iRobot, the companies’ first go in web series advertising.
Call for Content: The Palms for Life charity launched new national film contest, Faces of Hunger in America, awarding prizes to young filmmakers (25 and under) who document the growing problem of hunger in their own communities. The top three winners will receive cash prizes of $5,000, $3,500 and $1,500. The public will partake in the first round of voting beginning October 16th, World Food Day.


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Another day, another dire ad report. Ad spending fell by 14.2% during Q1 following a 9.2 decline during Q4 of last year, according to TNS Media Intelligence. Local media suffered most as a category sinking 25.4%, with similar dips occurring across Spot TV (-27.5%), Local Newspapers (-25.1%) and Local Radio (-26.8%). Each was ravaged by deep spending cutbacks in core categories such as automotive, retail and local services. Network TV (-4.2%), Cable TV (-2.7%) and Syndication (+0.2%) fared better but the Television Media sector was down by 9.7% overall. TNS reported that online advertising (display only) actually increased during Q1 by 8.2%.
Mediaedge:cia’s MEC Retail unit has launched a first-of-its-kind in-store video network for Pizza Hut, the first time a media agency has developed, built and implemented an in-store promotional network. The agency’s clients will have the ability to manage and tweak inventory directly instead of leaving it to a third party, according to MEC Retial. MEC will work with CBS Outernet, software provider YCD, and creative content developer 7ate9 to program the network.
Cablevision announced it will begin offering same-day same day VOD ad insertion across its entire footprint beginning this summer, enabling advertisers to place 15 or 30 second swappable pre-roll spots before selected VOD programming.
Taking a pro-active approach to address interactive advertising privacy concerns, retargeting specialist FetchBack announced that, beginning this week, it will start adding a link to the ads it delivers to provide enhanced notice allowing consumers to easily learn more about how the ad was delivered, and how they can opt-out from receiving behaviorally targeted ads in the future.


AOL acquired hyperlocal news/social networking site Patch and localized listings service Going in an effort to boost local content and service applications. New York-based Patch, which currently has 5 sites with another 4 in development, combines professional and citizen journalism. Boston-based Going, which offers event, invitation and ticketing services for 20-somethings, is currently up and running in 30 cities. 
Cablevision announced that its online customers have accessed the internet more than 2 million times for free over its Optimum WiFi service since it launched last September.


TV industry consultant Lee Hunt is presenting some research at Promax/BDA next week that measures how well promos hold up to time-shifting. Perusing Tivo’s second-by-second Stop||Watch DVR measurement data, Mr. Hunt found that program promos were 9% “stickier” than commercials on both cable and broadcast. Promos aired during live sporting events had the highest ratings, followed by promos aired during (prime-time) animation. Drama promos faired the worst in terms of ad-skipping.
Nielsen released some interesting data about iPhone users in the U.S. The group, which increased three fold to 6.4 million users through April ’09, display characteristics that marketers should take heed of:

  • 37% watch video on their phone (6x more than typical sub)
  • are diverse in age: 36% are 35-54, 29% are 25-34, 17% are 55+, 13% are 18-24 and 5% are 13-17
  • 45% are have household income of $100k or more
  • 98% use data features on their phone
  • 88% use in the mobile internet (4x more than typical sub)
  • 75% download apps (5x more than typical sub)
  • 72% use location-based services (7x more than typical sub)



‘s larger-screen Kindle DX begins shipping week for the larger-dollar price of $48. The e-reader boasts a 9.7 inch screen, which displays photos and graphics in 16 shades of grayscale. Those cursed with pudgy fingers beware – the QWERTY keyboard keys have been shrunken down to accommodate the larger screen. Also, the page turning buttons formerly on the left side of the device are now crammed into a panel on the right. It is wonderfully thin, however, and the large display makes it a better device for reading newspapers and textbooks. The DX also ships Amazon’s new text-to-speech software, a USB port allowing you to transfer MP3 files, and basic web browser sufficient for accessing text-centric sites such as Google, Wikipedia and Amazon’s
Frequent flyers may want to check out the new iFly Airport Guide and IFly Pro iPhone apps. The $4 iFLy Airport Guide provides detailed info about over 300 airports including restaurant, shop and bar info, terminal and gate maps and WiFi info. The $7 Pro version adds a real time flight status tracking utility.


Former Apple executive Jon Rubenstein has been hired to take over at Palm Inc. as CEO as of yesterday, replacing Ed Colligan who led the company since 2005.
Cable Labs has named former Panasonic CTO Paul Liao as its next President and CEO, replacing the venerable Dr. Richard Green, who has headed the cable technology group since its founding in 1988. Dr. Liao is a graduate of M.I.T. and Columbia University and is a recipient of the Institute of Electrical and Electronics Engineers (IEEE) Millennium Medal.


Some more explaining is in order regarding tomorrow’s Facebook‘s vanity URL launch at 12:01 ET tomorrow or 9:01 PT tonight. (The change will replace cumbersome geeky URL codes with place names that follow the address; the place to stake your claim is First, it bears noting that users will want to choose their handles carefully because they will be difficult to undue. (Think of it as a cyber tattoo.) Generic names like “baseball” aren’t being allowed. Also, given the increasing importance of Facebook as a marketing vehicle and search engine trigger, marketers and owners of trademarked names are going to want to reserve their names with the site as soon as possible. Thankfully, Facebook is taking steps to protect against speculators who try to claim names that don’t belong to them. Only users with FB “Pages” with more than 1,000 fans as of May 31 can reserve their vanity URL tomorrow to prevent millions of upstart pages from sprouting up overnight. Facebook is also allowing trademark owners to register their names here as a preventative measure. (Legal firm Day Pitney LLP recommends taking this action immediately for your most important trademarks.) Having said all that, we here at Cynopsis would like to invite you to become a “fan” our new official Cynopsis Media page, which includes all the interactive features of a standard profile page (unlike the group page). Drop in, invite your friends, and leave your two cents about the latest happenings. 

Later — Wayne
 Wayne Karrfalt for Cynopsis: Digital

Cynopsis Ad Sales:
Chuck Bolkcom, Pres/COO – 646-468-6180 / [email protected]
Classifieds – Trish Pihonak- 203-926-9878 / [email protected]

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Cyn opsis CLASSIFIEDSFor More classifieds, visit the classifieds page here    .

JOB OPENING: SVP, MARKETING/Sundance Channel/NYC: 10+yrs cable network exp. developing brand mktng. for consumers, affiliates, sponsors, prog. etc. Strng strat. neg. & mgmt skills. Apply [email protected] (6/19)

JOB OPENING: COORDINATOR, INTEGRATED MARKETING/Nickelodeon/NYC: 2+yrs mrktg/sales exp. in mrkting/ad agency in Ent/Media, Fast paced/Strng multitasking skills, Stng Project/Time Mgmt skills EOE/M/F/D/AAP. Apply (6/19)

JOB OPENING: SR MGR, MEDIA RELS/Radio Disney/LA: Press liaison for radio netwk; kids/tweens progrmng; pitch/ secure coverage in print/brdcst outlets; top writing skills; 5+ yrs publicity exp. Apply Req #198584 (6/17)

JOB OPENING: MGR, MEDIA RELS/Radio Disney/LA: Press liaison for radio netwk; kids/tweens progrmng; pitch/ secure coverage in print/broadcast outlets; top writing skills; 5+yrs publicity exper . Apply Req #198584 (6/17)

JOB OPENING: EXECUTIVE PRODUCER/ Nickelodeon Creative Adv/NYC: 7+yrs exp. Prod&Shooting in OnAirPromo/Adv, Strng Creat/Concept, Prod Sense/Aesth, Strng Org/Mgmt Skills, A+ EOE/M/F/D/AAP. Apply (6/17)

JOB OPENING: MANAGER PROGRAM SCHEDULING/EPIX Studio 3/NYC: 3-4 years exp; prefer previous movie channel exp.; program planning/sched, strategy, competitive tracking; Email [email protected] use manager in subject line. (6/17)

JOB OPENING: RESEARCH ANALYST/ Screenvision Cinema/NYC: 2-4 yrs exp; proficient w/Nielsen & Research systems. Ability to analyze data & execute for sales in fast pace environ. Apply at: (6/16)

JOB OPENING: SUPERVISOR/Univision NAT’L TV Sales /NY: Prior Brdcst exp req’d, Exe Asst exp pref’d. Detail-oriented, strong comm & orgnztnal skills, fluency in MS Office. 4 yr BA degree pref’d. Email: [email protected] EOE (6/16)

JOB OPENING: SHOW RUNNER/DOCU-SOAP: Est NY prod co seeks highly exp’d docu-soap whiz to produce, work w/talent, craft storylines, oversee staff, create a hit show. Previous docu-soap series an absolute must. Res: [email protected] (6/16)

JOB OPENING: NON-SCRIPTED MGR & VP DVLPMT/PROD Co/LA:Create/dvlp new & current unscripted prgrmng brdcst/cbl ntwrks. Adapt intern’l formats for dom. dist.Exp reality dvlpmnt. Firm relationships cbl ntwrk execs & agents. [email protected] (6/13)

JOB OPENING: ACCT EXEC ADVRTSNG SALES/Kids Ntwrk./NY: 3+yrs Advrtsng Sales exp. pref Kids; new buz dvlpmnt & growing existing buz; existing client/agency contacts a must. Apply: (6/13)

JOB OPENING: RESEARCH ASSOCIATE/TLC/SS: Analysis/reporting/interpretation of ratings. 2+ yrs mktg. research exp. with strong analytical & math skills required. Nielsen data & systems desired. Apply: Req# 8998 (6/13)

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/FALL INTERNSHIP CREDIT ONLY: Cuneo Advertising, Bloomington, MN is looking for an intern for its media department and its account services department. Contact [email protected] (6/17)

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: PROD/WRITER/DIR: Network/cable exp. reality, doc, talk, dvlpmnt. Two Golden Trailer nom’s for theat./web trailers. Solid storyteller (from 2 mins to 122 mins) field thru post, concept to delivery. [email protected] (6/19)

SITUATION WANTED: CREATIVE SCRIPT DOCTOR with 16 yrs as Broadcast Exec/Network Story Editor can consult/edit/polish your TV or film pitch/bible/screenplay. Credits include DeGrassi, DaVinci & Dragon Boys. [email protected] (6/19)

SITUATION WANTED: Recent Harvard grad and FREELANCE WRITER will do pretty much anything involving words and writing them. Currently writing for a Gawker blog. Hard worker, strong writer, great bargain. (NYC) [email protected] (6/17)

SITUATION WANTED: WEB WRITER/PRODUCER with 10 years experience looking for Web entertainment or journalism work in LA. Previous gigs include: ABC, CBS 2, Comedy Central. Contact: [email protected] (6/17)

SITUATION WANTED: Emmy-nominated TV/Film Editor/NY: 10 yrs+ exp. Clients: HBO NBC MTV MGM FOX SONY. Seeks F/T or Freelance opps on scripted/non-scripted projects. Avid & FCP savvy. Demo Reel @ . Contact: [email protected] (6/17)

SITUATION WANTED: TRAFFIC MANAGER with 12 years exp seeks position in Radio/TV/Online or Traffic Software. NY Metro Area only. Experienced, Focused & detailed. [email protected] (6/17)

SITUATION WANTED: EXPERIENCED GRAPHIC DESIGNER (LA): Reality-TV, Film, Commercial, Documentaries & Corporate. Creative & Flexible. Seeking Freelance or Staff Position, Remote or In-House. Reel & Contact Info: (6/17)

SITUATION WANTED: 20+ yrs. experience in TV Broadcasting & Cable ACCOUNTING/FINANCE. Seeking FT, PT or Temporary position: immediate start. Please contact [email protected] (6/16)

SITUATION WANTED: DOCUMENTARY. PRODUCER, DIRECTOR, WRITER in L.A. Credits: National Geo, PBS, Discovery, History CH, TLC and MSNBC. Contact email: [email protected] (6/13)

SITUATION WANTED: WRITER/DIRECTOR: Very fast, flexible and creative writer for movies, TV, rewrites, polishes or script consulting. LA based, will travel. References/reel available upon request. Contact Chris: [email protected] (6/13)


E-mail [email protected] or call Trish Pihonak at 203.926.9878 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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