Friday, September 14th, 2012

Cynopsis: DIGITAL

Good morning. It’s Friday, September 14, 2012, and this is your first early morning digital briefing.

Arbitron and comScore have announced a new five-platform measurement initiative with the hopes of providing a view into the changing consumption of video, audio, and display content across radio, television, PCs, smartphones, and tablets. This initiative would combine the census- and panel-based PC, mobile, and STB measurement capabilities of comScore with the single-source, multiplatform measurement capabilities of Arbitron’s Portable People Meter technology in order to provide content consumption insights at the “persons-level.” The two measurement firms are bringing in ESPN as a charter client. Per the announcement, the goal is to “lay the foundation for a national-scale, continuously operating, syndicated cross-platform measurement solution”; produce a common set of metrics across all platforms at the scale required by content providers and advertisers; and to show the audience reach and duplication of each media platform. This solution would be available to all media companies, advertisers, and agencies. Arbitron, comScore, and ESPN plan to unveil additional details about this initiative during Advertising Week in NY this October. 


DirecTV has updated its iPad app to allow subscribers to watch live programming from its Audience Network channel wherever they are, whether it’s inside or outside the home. Available to all DirecTV customers at no extra cost, the satellite provider says this feature is coming to the iPhone in October and Android devices by the end of the year. Programming slated to arrive on the Audience Network in the coming weeks and months includes The Nick and Artie Show, a late-night sports comedy series starring Nick DiPaolo and Artie Lange.

In honor of its 30th anniversary, USA Today is rolling out a complete redesign across all of its platforms, including print, web, social, and mobile. On the digital front, the news outlet is releasing a suite of new products — an updated tablet app, new Facebook app, new mobile apps, and a new website — that place a greater emphasis on visual storytelling via bigger images and more videos produced by the army of 5,000+ journalists working at USA Today and Gannett newspapers and television stations nationwide. The new beta site will go live over this coming weekend, with a full launch scheduled for later this fall.

BBC is launching “the world’s newsroom,” by which it means that the news organization is bringing its commercially-funded TV and digital news operations together under one roof, titled BBC Global News Ltd. BBC says journalists will now work on broadcast and digital output alongside each other. As part of this merger, BBC is rolling out a new site design that is optimized for any device on which it’s accessed. Jim Egan has been appointed as the Chief Operating Officer of BBC Global News Ltd. He will run the business in tandem with Richard Porter, Controller of English for BBC Global News, who has editorial oversight of all content on and BBC World News. Egan, who will report to BBC’s Director/Global News Peter Horrocks, said the changes were made in part to run the operation as a single entity that focuses on audiences, and not platforms.

“Million Eyes on the Issue” is a new social advocacy campaign from Cinedigm Digital Cinema and Milyoni that focuses on the issue of rape in the US military. To raise awareness about the issue and encourage action, the two companies plan to premiere Oscar- and Emmy-nominated filmmaker Kirby Dick’s documentary The Invisible War on Facebook. The film is an investigation into that very topic. The social media initiative will launch on Facebook this Monday, September 17, at 9pm ET, which is when the film will be made available to all audiences. The companies will employ Milyoni’s Celebrity Cinema VOD platform to stream the premiere, which will also allow viewers to ask questions, share clips and quotes, and chat with director Kirby Dick and other viewers in real-time while watching the film. The documentary will then be available on-demand through September 23 exclusively to those who have liked the movie’s Facebook fan page.


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November 14 | 11:30am – 6pm | JWT, NYC
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Cinemax has partnered with NY-based marketing agency Campfire to launch an interactive transmedia ad campaign tied to the premiere of Hunted, a new original series starring Melissa George that will debut on the pay-TV channel on October 19. The campaign features a custom website,, named after the fictional private intelligence firm that is at the center of the show. On the site, viewers can access a faux-corporate video starring George that sheds some light on the intelligence firm. To tease viewers even more, Campfire is running unbranded out-of-home ads on Wall Street as well as banner ads on The Wall Street Journal’s website. These materials will lead to a second website,, which will allow visitors to take an interactive test “to see if they have what it takes to be a part of the Byzantium elite team.” Once completed, users will be able to unlock scenes from the show, GetGlue badges, and a final “video conference call” that leads directly into the first episode. All the while, Campfire is also sending out wooden puzzles to scores of journalists, bloggers, and influencers, which, when unlocked, offers a flash drive filled with exclusive clips, surveillance files, and a link to a “mysterious personality test.”

Inergize Digital is rolling out a Facebook Page and Contest Management Platform that is available through its web content management system (CMS) or as a standalone product. The platform is designed to provide media companies with a single access point to update multiple Facebook pages at the same time as well as create, publish, and manage Facebook contests. Available to local media companies beginning next month, current Inergize Web CMS clients that plan on integrating the platform include several Newport Television stations in Memphis, TN; Little Rock, AR; and Bakersfield, CA.


Here are some highlights from Trendrr.TV‘s analysis of how cable TV programming fared socially this summer(data covers the period between June 1 and August 31):

  • Not surprisingly, sports programming dominated social TV as the end of the NBA Playoffs on TNT and ESPN generated 4.4 million social media comments and interactions; ESPN’s coverage of Euro 2012 brought in 25 million social interactions; and NBC’s Olympic coverage generated 28 million social interactions.
  • The three most-social reality shows were, in order, Love & Hip Hop Atlanta (VH1), The Bad Girls Club (Oxygen), and Keeping Up with the Kardashians (E!).
  • The top three dramas were Pretty Little Liars (ABC Family), Teen Wolf (MTV), and True Blood (HBO).
  • Females accounted for 65% of all social comments when it came to the top reality and drama shows.
  • Excluding Olympic and other sports-related networks, BET, MTV, Nickelodeon, VH1, and ABC Family were the most social cable networks this summer.
  • Discovery’s Shark Week brought in more than 4.3 million social interactions during that one week in August.

According to a new IAB analysis, Americans who are planning on traveling for vacation in the next six months are more likely to spend time online and on mobile devices than the average American consumer. For example, on a weekly basis, the internet reaches 94% of intended travelers, as opposed to 85% of the general population. In addition, on mobile, intended travelers are more likely to own an iPhone (25% vs. 20%), an Android phone (30% vs. 26%), or even a BlackBerry (10% vs. 8%) than the average US adult. “As advertisers in the travel industry plan for winter vacation travel marketing, the demand seems promising,” said Sherrill Mane, SVP/Research, Analytics, and Measurement at IAB. “With travel intenders spending more time consuming digital media than the average person, a mix of media buys is going to be necessary to influence this audience.” Looking deeper into mobile, the IAB analysis finds that there are greater rates of app usage across the board among intended travelers than average Americans, for example:

  • Gaming apps (70% of intended travelers vs. 66% of general population)
  • Entertainment (60% vs. 54%)
  • Social Networking (58% vs. 52%)

Join us on November 14, 2012 at the Cynopsis Digital Video Measurement Summit in NYC. REGISTER NOW.


Mobile advertising company Medialets has named IAB Co-Founder and former News Corp. and Turner executive Richy Glassberg as its new Chief Operating Officer. He will be tasked with overseeing sales and operations, and will play a hand in the rollout of several new “strategic initiatives” that Medialets says it plans on announcing in the coming months. He will be based in the company’s global headquarters in NY.

Social TV service GetGlue has hired Sean Besser to be its new EVP/Business Development, Partnerships, and Strategy. Joining the executive management team, he will be responsible for building and managing GetGlue’s roster of content and other strategic partners. Besser brings with him over 15 years of experience in the entertainment industry, having worked in the past at the likes of TiVo, FOX Sports, NBC, and EchoStar. “Sean’s experience will help us take our strong partnerships with all major networks to the next level and start building deeper relationships with MSOs and major consumer brands,” said Alex Iskold, CEO of GetGlue, in a statement announcing the hire.



Cynopsis’ Most Intriguing People Awards

Deadline: NOV 1
Awards Gala: SPRING 2013
Read More + Nominate: NOW

Event/Submission Questions: Jenn Sredzinski
Advertising/Sponsorship information: Mike Farina.


Showtime Sports has launched a new website. Developed by NY-based digital agency Canvas, the site is based on responsive design, which essentially means that the page automatically reformats itself if you resize the browser. This allows the site to be accessible across multiple screens and devices, without the publisher needing to jump through hoops to account for different platforms. In fact, Canvas tells me that the site is built from just one codebase. As for what’s available on the site: Video and photo content from the pay-TV channel’s lineup of sports programming, including shows such as Inside the NFL and The Franchise; documentaries like A Game of Honor, which takes a look at the Division I football programs of both the Army and Navy; as well as Showtime’s coverage of premier boxing and MMA events.


Cynopsis: Kids! WEBINAR
Digital and Social Media Strategies for Kids TV:  How to Attract and Engage Kids and Tweens
Social media strategies to maximize results

Thursday * October 4, 2012 * 1:30 – 3:00 p.m. ET
Hosted by Gwen Billings, Editor Cynopsis Kids along with panelists:
Jamie Gutfreund – Senior Director, Business Development & Strategy, The Intelligence Group
Jim Mollica – SVP, Consumer Marketing, Nickelodeon
Scott Thomas – VP, Consumer Marketing Cartoon, Network
James Lema – Director, Product Development, Poptropica

Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital

Denise O’Connor: Group Publisher, Media Entertainment
Diane K Schwartz: Senior Vice President, Media Communications Group

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Cynopsis CLASSIFIEDSFor More classifieds, visit the classifieds page here.

JOB OPENING: MGR DIGITAL AD SALES RESEARCH/Viacom/NY: BA; 3+ yrs proj + staff mgmt exp. in Dig/Soc/Mobl + wrkng knwldge: ad effect, web + audience metrics (Omniture, comScore, etc.). EOE/M/F/D/AAP. Apply (9/21)

JOB OPENING: VP, HOME ENTERTAINMENT/Consumer Products/NY: Manage sales channels of Home Entertainment. Full Info/Apply: (9/21)

JOB OPENING: SALES PLANNER/Music Choice-Ad Sales/NY: Build & manage media plans across mltple pltfrms (TV/VOD/mobile/online) for clients & support AEs. BA/BS, 2+ yrs agency/sales exp req (9/21)

JOB OPENING: VP MARKETING/GMC/ATL: Exp dev & impl off-air mktg campaigns across platforms & w/ partners & teams. 10+ yrs. of sr level mktg, adv & promoting orig. programming. Res: [email protected]  (9/21)

JOB OPENING:  VP MKTG CREATIVE/TLC/MD: Oversee creative staff & implement on-air/off-air brand campaigns for ntwrk, mkt creative output for media platforms; 10+yrs on air mktg/ad/promo for a brdcst/cbl ntwrk: req 6465  (9/21)

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JOB OPENING: MGR DIGITAL AD SALES RESEARCH/Viacom/NY: BA; 3+ yrs proj + staff mgmt exp. in Dig/Soc/Mobl + wrkng knwldge: ad effect, web + audience metrics (Omniture, comScore, etc.). EOE/M/F/D/AAP. Apply (9/20)

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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].

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].

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

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