Cynopsis: DIGITAL
01.07.13
Good morning. It’s Monday, January 7, 2013, and this is your first early morning digital briefing.
For the first Q&A of 2013, I spoke with Kelly Day, CEO of independent video platform Blip, about her company as well as her views on the digital video ecosystem at large. In the conversation, Ms. Day discussed a wide range of topics, including what and who is driving the growth of original video programming for the web, as well as what might stand in its way.
When discussing original online video, the conversation usually begins with YouTube, followed by other bigger platforms such as Yahoo and AOL. Blip, being a prominent independent video platform, syndicates to these guys. How would you describe Blip’s place in the digital video ecosystem, and its relationship with these distributors?
We are really focused on being the leading brand and leading platform for independently produced episodic series. In terms of how we fit in, we are the only company that focuses exclusively on original web series. There’s no user-generated content or TV and film clips on Blip. We don’t live stream TV events. Our goal is to help 2,500+ creators tell great stories. With respect to how we work with the larger video platforms, it’s pretty simple — we want to help consumers discover great shows that they’re going to fall in love with, as well as help producers find distribution in order to reach the broadest audience possible and ultimately make some money. We usually take a select number of shows and syndicate them to AOL, Yahoo, YouTube, and a variety of connected device platforms.
How was 2012 for Blip?
2012 for Blip was all about the consumer. We started off by putting a stake in the ground and wanting to build out on mobile. For the past six months, we have focused most on developing amazing user experiences for mobile and tablet, as well as the Xbox, all of which culminated in the rollout of a new suite of apps last week. We also made some updates to our website, with plans for even more changes this coming year to help consumers discover great content.
Secondly, we focused on developing audiences through our social channels. We launched a Tumblr; we grew our Facebook fans from 10,000 to 45,000; we brought our first social media manager on board. This is just the beginning of building what we believe will be the first consumer brand for web originals.
If you look at our history, we started out building a platform and toolset for content creators. A video player, custom WordPress platform, CMS, analytics distribution — that was phase one. Phase two was building the ad sales team to monetize this content, to bring in brands and sponsors who could underwrite and fund the production of great content.
Phase three will be about curating and highlighting the best content so consumers can weed out the noise. We’ve reached a point in the evolution of the web where there is a lot of content. Thousands of creators are making great content. Production qualities have gone up, shows are getting longer, and audiences are starting to engage with creators and stars. What the market really needs, at least in terms of an editorial or critical perspective, is programming. Someone needs to look at these shows and make the calls on what is really good – to effectively market these shows so audiences can come back again and again.
If I’m an advertiser, why should I work with Blip?
We have an unusually engaged audience. If you compare us to anyone else in the original web series space, whether it’s on-YouTube or off-YouTube, our time-spent, hours per viewers, visits per user, all those metrics far exceed everyone else in the industry. This engaged audience, combined with the innovations we’ve made in custom pre-roll creative, delivers better performance to advertisers than they typically see elsewhere.
Earlier this year, Blip Studios signed a bunch of YouTube/social media stars to exclusive sales and distribution deals. To me, it seems like the early successes in “native” online video seem to come from those who have already organically built a following, a large presence, on the web.
That’s a really interesting point. You’re seeing a lot of traditional networks moving to YouTube and developing web originals. Pretty much every one of them has made some investment in web video. But it really is the true independent talents who are getting the big numbers. Whether that’s Ray William Johnson, Grace Helbig, Philip DeFranco, or Julian Smith and Kip Kay, both of whom we recently signed, they’re emerging as the big breakout stars.
We have not seen a lot of cases of someone successfully transitioning from traditional TV and film to the web. One good example of an exception is Illeana Douglas with her show, Easy to Assemble. But by and large, there have been plenty of mainstream Hollywood talent who have tried to make a go of it on the web and have not been as successful. The point is, you can’t just make television and put it somewhere else and expect it to be a success. People come to these [web] shows because they expect a level of interaction and engagement with the show and its talent. It’s quite different than just crafting a good story and putting it up there. People are not looking for a television-like experience when it comes to original online programming.
I also don’t think that original web series are necessarily disruptive to linear TV. There is a time and a place for watching great shows on traditional TV. There are some amazing shows on TV right now and I think consumers will continue to pay for that level of storytelling, for probably a long time. I see web originals as a new medium that is starting to come into its prime. Certainly it’s geared toward younger audiences our primary audience is 18- to 24-year-olds. These are people who have not necessarily purchased a cable subscription yet. They find entertainment value in original web series, and they’re willing to spend a pretty significant amount of time engaging with these shows on computers, tablets, phones, and OTT devices. I think there is plenty of room for web originals to grow without being disruptive. It’s not necessarily an either-or situation.
To be fair, whether it’s likely or not, there has been a lot of chatter about how YouTube could be the leading disruptor, especially with respect to its original content initiative. In your opinion, what sort of effect has this initiative had on the original online video ecosystem? How has it benefited it? What needs improvement?
I think the biggest benefit is that the initiative has raised awareness and credibility for web originals in the eyes of consumers and advertisers. Without a doubt every ad agency now knows what web originals are. A couple of years ago, if you walked into an agency, you were in one of two buckets. It was either user-generated content, with cheap CPMs, or it was TV, which was and still is a super-premium. Back then, all they wanted to know was what bucket you fell into. Now, people understand that web originals are its own category, its own type of content, and the pricing is reflective of that. I think YouTube has had a lot to do with really raising awareness and credibility for original web series.
I think where YouTube and the industry at large still needs to go — and you saw this reflected in the number of channels YouTube chose to cancel funding to — is discovery. Just because you give someone 1 million or 5 million dollars to produce shows, it doesn’t mean that they’re going to be successful at building an audience and a sustainable business. Going back to what I said earlier, I do think the next phase of the industry needs to be video discovery. We need to get consumers to tune-in and engage with the content on a regular basis to create long-term growth. No one is going to be happy if a bunch of money is spent on web originals and only 20-30% of them are successful.
What else do you think the industry needs to address in 2013?
Fortunately, I think there are a lot of sophisticated tools for measuring web video. The standards are fairly acceptable and not overly cumbersome. What I don’t love is that the industry is moving to the GRP system. GRPs offer a very narrow and limited window into your audience. I find it disappointing that some big companies are pushing that agenda when there is so much more that you can measure with existing digital measurement tools.
In my opinion, a lot of that has to do with how everyone is comfortable with the GRP, they’ve used it for a while and it’s something everyone can pretty much agree on, regardless of how effective GRPs are. Would you agree?
I think GRPs are easy. No one gets fired for buying GRPs.
Anything else you’d like to see in 2013?
I think this year we’re going to see advertisers move toward developing custom content. As some of the shows get bigger and build audiences, we’re going to see more brands wanting to integrate into them, which obviously is a positive for everyone.
In general, I think the industry is a little bit more mature, but we still have a long way to go. We need to be much better about promoting our talent and our top shows. We need to be better at programming our shows – telling audiences when the show will be available so they can anticipate it every week. I think the production community, as a whole, still doesn’t understand the value of getting their audience on a schedule. Every test we have done at Blip proves that if you tell the audience when to show up to watch something new, they will do so. The practice of regular tune-in for scheduled programming will happen if you deliver it.
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Thursday * January 24, 2013 * 1:30-3:00 p.m. ET
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Amazon has struck a content licensing agreement with A+E Networks to add prior seasons of shows from A&E, Bio, History, and Lifetime to Prime Instant Video. The Prime Instant Video library now features over 33,000 movies and TV episodes that Prime members can stream at no additional cost on a number of devices, including the Kindle Fire, Roku, Xbox 360, PS3, Wii U, and iOS devices. “In a year we have more than doubled the Prime Instant Video selection for our Prime members,” said Brad Beale, Amazon’s Director/Digital Video Content Acquisition, in a statement. A+E shows such as Pawn Stars, Storage Wars, and Dance Moms will also be available for purchase. Netflix lost the rights to stream A+E programming last fall.
Redbox Instant by Verizon (in beta) is officially open for streaming. Those who signed up on the website prior to the beta launch can check the streaming/rental service out with a one-month free trial. For $8/month, subscribers can stream an unlimited number of movies and get 4 DVD credits for Redbox kiosks nationwide. A streaming-only option is also available.
M-GO, a “pay-as-you-go” VOD service from DreamWorks Animation and Technicolor, has launched in public beta, offering “thousands of movies and commercial-free TV shows” for consumers to find, rent, and buy without requiring a subscription. M-GO has also partnered with a number of CE manufacturers to embed the service on to their smart devices. These manufacturing partners include Intel, Samsung, LG Electronics, RCA, and Vizio. In addition, M-GO has signed a licensing deal with Starz Digital to offer the channel’s original series like Magic City and Spartacus on the service. Other content partners include DreamWorks, NBCUniversal, Paramount, Relativity, Sony Pictures, FOX, and Warner Bros. M-GO is also compatible with Hollywood’s UltraViolet digital locker product.
AARP is rolling out new original programming on its recently redesigned YouTube channel. The first series, Ageless Beauty with Lois Joy Johnson, is a health/beauty show that will cover topics such as “How to Look Great in a Photo” and “How to Look Fabulous at Your Reunion”. A second series, The Cheap Life with Jeff Yeager, which will arrive on AARP’s YouTube channel on January 15, provides tips and insight on how to manage finances. AARP says it plans to launch additional new shows in the areas of entertainment, travel, and technology later this year.
Sony is planning a virtual MSO service, reports Variety. In fact, the manufacturer is in “active negotiations with at least two major content companies” to license their channels. The service could roll out in the US later this year, according to the report, which also notes that Sony is not expected to offer the channels on an a la carte basis. If so, disruption will have to wait for another day/year/century.
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YuMe has launched a new “Click-to-Ngage” long-form video ad unit for connected TVs. The unit, which is delivered through YuMe’s Connected Audience Network, offers advertisers the ability to offer video content that extends beyond the regular 30-second spots commonly seen on TV. For example, Buick, one of the Click-to-Ngage’s pre-launch testers, used it to deliver videos from the Buick Human Highlight Reel, which consisted of longer vignettes of former college athletes achieving something exceptional outside of their sports. Other brand partners include Discover Boating and Mindshare. The release of this new ad unit is piggybacking off of a connected TV survey YuMe released in December, which found that consumers not only have an increased interest in the platform, but that 54% of respondents also prefer free, ad-supported content across all screens.
ConnecTV has unveiled a national and local ad network for second-screen TV ads. The company announced that over 400 ABC, CBS, NBC, FOX, and CW national and local affiliates will be the first participants in the new ad network, which allows advertisers to pair their TV spots with a synchronized experience on tablets and smartphones. Available via ConnectTV’s free second-screen app or any ConnecTV syndication partner, the new Ad Sync platform allows brands to deliver extra goods such as promotional offers, contests, and marketing alerts, as well as the ability for viewers to watch product-related videos, find the nearest store, or even purchase what they’re seeing on TV. At launch, ConnecTV says it’s offering an exclusive “Charter Advertising” program, which will let brands and agencies to customize companion-marketing experiences and lead second-screen research panels, among other things. The new ad network will be sold by both ConnecTV and its broadcast partners, which include Belo, Cox, Scripps, Gannett, Hearst, Meredith, Post-Newsweek, and Raycom.
Comcast and Samsung have announced a deal to offer a custom Xfinity TV app/experience on Samsung Smart TVs and the Android-powered Galaxy Tab later this year. Xfinity TV digital customers will be able to browse, discover, and sort video content on their tablet as well as change channels and program DVRs. They will also be able to stream TV shows and movies on-demand directly on the tablet, while also having the ability to access that content on other devices. This includes the ability to stop watching something on the Galaxy Tab and then picking it back up on a Samsung Smart TV, and vice versa.
GetGlue has released an infographic for the top social TV shows and movies on its platform in 2012.Here’s a quick rundown:
- The top five scripted broadcast shows in terms of new episode activity were: Once Upon a Time (ABC); Glee (FOX); Grey’s Anatomy (ABC); Supernatural (CW); and Fringe (FOX).
- The top five scripted cable shows were: True Blood (HBO); The Walking Dead (AMC); Game of Thrones (HBO); Breaking Bad (AMC); and Doctor Who (BBC America).
- The top five movies in terms of total social activity on GetGlue: The Hunger Games; The Twilight Saga: Breaking Dawn Part 2; The Avengers; The Dark Knight Rises; and The Amazing Spider-Man.
- The top five scripted shows in terms of total social activity: The Big Bang Theory (CBS); The Walking Dead (AMC); True Blood (HBO); Nikita (CW); and Supernatural (CW).
Automotive accessories manufacturer Escort plans to develop and launch a Dyle mobile TV-compatible receiver for Android devices. Last month, Escort launched an accessory that’s compatible with iOS devices. Escort MobileTV is a miniature digital TV receiver that allows Dyle mobile TV customers to access local broadcast TV without needing to tap into wireless data plans. The receiver works with the free iDTV USA app, which will soon launch in the Google Play store. The receiver is priced at $99.95.
SF-based social TV company TOK.tv has launched TOK Football, a free iPad app that allows up to four people to “voice chat” while watching an NFL game. The app also features real-time stats and information about the game in an effort to provide a full companion-viewing experience for users. TOK Football follows TOK Baseball, a similar app that was launched last fall during the MLB postseason. During that time, TOK.tv claims that the baseball app averaged 57 minutes time-spent per user.
Hulu CEO Jason Kilar announced Friday that he, along with Hulu CTO Rich Tom, will leave the company in the first quarter of 2013. “Rich and I have been fortunate to build and innovate alongside each other these past 5+ years [at Hulu] and our plan is to do more of that on the road ahead,” Kilar said in an internal email announcing his departure. In the same email, which was later posted on Hulu’s blog, Kilar, in the midst of thanking his employees and summarizing Hulu’s accomplishments over the past five years, also revealed that the company brought in 200,000 new Hulu Plus subscribers in the seven days ending with January 4. He said that was a new record for the subscription service. Hulu also generated nearly $700 million in revenue last year.
24/7 Media has hired Tom Comerford to its Product Management team in the role of Product Manager. At his new position, Comerford will focus on ad product solutions with an emphasis on growing the company’s proprietary media offerings as well as enhancing user engagement with brand messages across new and emerging ad channels, including video and mobile. He will be based in the company’s NY headquarters.
A CYNOPSIS MESSAGE
With CES being such a massive show, it’s almost impossible to see everything. The eReport will consist of highlights from the 2013 CES conference. From the exhibitors to the IAWTV Conference, Cynopsis Digital will provide the latest news, trends, and commentary concerning digital video content & advertising that were featured at the conference.
Push Date: January 15
For more info or to reserve your space, please contact:
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CanIStream.It is a video search and discovery site/service that allows you to look up if a particular movie is available for streaming on some of the most popular streaming sites, including Netflix, Amazon, Hulu Plus, Crackle, and YouTube, among others. If the movie isn’t currently available for streaming, the site will also send you an email alert when it is (this option requires you to sign up, which can be done for free). Aside from combing through streaming services, CanIStream. It also searches digital video rental and download services (iTunes, Google Play, Amazon, YouTube, Vudu), as well as those sites that let you purchase or rent a physical DVD or Blu-ray (Amazon, Netflix, Redbox). And for Xfinity subscribers, CanIStream.It has access to TV Everywhere apps from programmers such as HBO, Showtime, and Starz for even more searching fun.
Later – Sahil
Sahil Patel, Associate Editor for Cynopsis Digital
01.07.13
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JOB OPENING: DIGITAL SALES AE/Sony Pictures TV/LA: Strong dig. sales bckgrnd a must. Interest in ent, gaming, emerg. tech. Able to sell mult properties, incl: PS Network, FEARnet & DrOz. Apply: http://tinyurl.com/aerl5u8 (1/12)
JOB OPENING: MANAGER, AD SALES RESEARCH/NBCUNIVERSAL/NYC: Manage sales research for two cable networks. Expertise in Galaxy Explorer, TVToolbox, Simmons/MRI, Excel, PowerPoint. Apply online at www.nbcunicareers.com (#7797BR) (1/12)
JOB OPENING: PRODUCERS, DIRECTORS, WRITERS, CGI GFX for Sci-Fi based doc/drama series. People exp”d w/High-End Storytelling, Expert Interviewing, Recrees, and CGI. Email w/credit list to: [email protected] (1/12)
JOB OPENING: DIRECT RESPONSE AD SALES ASST/GMC TV/NY: Seeking a recent grad w/previous ad sales/advertising internship exp to asst DR ad sales dept. Strong Excel & multi-tasking a +. Must be very organized. Apply: [email protected] (1/12)
JOB OPENING: PRODUCER APPS/HITN/Brooklyn: Create/edit/track changes in design documents for educational APPS. Min 5+ yrs of software dvlpmnt exp in web, console dvlpmnt. BA Deg computer science req’d. Cover/resume: [email protected] (1/12)
JOB OPENING: SR. SALES RESEARCH ANALYST/NBCUNIVERSAL/NYC: 6 month consultant role with Ad Sales Research at USA & Cloo. 1-3 yrs. exp. using Nielsen TV Toolbox/NPower in cable/broadcast req’d. CV: [email protected] (1/12)
JOB OPENING: SR. ANALYST DIGITAL RESEARCH/NBCUNIVERSAL/NYC: 6 month consultant role supporting USA Digital Research team. 1-3 yrs. exp. Omniture reporting req’d; comScore, Nielsen a plus. CV: [email protected] (1/12)
JOB OPENING: DIR, CURRENT PROD/IFC/NYC: Provide creative input for all stages of prodon, casting, booking, script notes, etc. Main contact w/prod & prod co for creative, logistical issues. Comedy exp +. Res: http://tinyurl.com/a8hd5dh (1/12)
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JOB OPENING: PD PRGMNG/DIR RESPONSE SALES EXEC/WRNN-TV/Rye Brook NY: Grow/mng pd prgrmmng (infomercials/shopping/religious prgrmrs) & direct response sales. 5 yrs pd prgrmng & short form sales exp. Res/cover w/ sal req. [email protected] (1/12)
JOB OPENING: EXEC/PERSONAL ASST/NYC: For two exec producers who are also owners of a NY based Television Production Company. This is not a stepping stone position – apply only to BE an Exec Asst. Resume: [email protected] (1/12)
JOB OPENING: VP, CURRENT PROG/Late Night (FX Networks, LA): Oversee current Late Night/Scripted projects, evaluate staff, attend tapings, work w/Ad Sales, production & Talent. BA, 5-7 yrs. dev/prog. exp req. http://goo.gl/2Fgld (1/12)
JOB OPENING: SALES EXECUTIVE – LATAM/BBC AMERICA/NYC: Responsible for Central American & Caribbean TV sales. Assist w/growing digital sales & US Hispanic biz. BA/BS w/TV exp. pref. in LatAm mrkts. Eng/Span MUST [email protected] (1/12)
JOB OPENING: SYSTEMS SPECIALIST/NYC: Manage QA across ad sales systems/create custom x-platform BI reports. BA Degree, 7+yrs in Broadcast/Cable Ops + Exp w/DealMaker and BI tools www.directv.com/careers JobID: 1201913-M (1/12)
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JOB OPENING: DIR, SOCIAL MEDIA/A+E Networks/NY: Oversee social media strategy, implement & direct fan engagement campaigns & multi-platform solutions for A&E Ntwrk in support of audience goals. Apply: www.aenetworks.com/career.html (1/12)
JOB OPENING: SALES EXEC/ITN SOURCE/NYC: Self driven Sales Exec for its successful sales operation. provide both sales support to your colleagues & exceptional cust srvc support to US customers. Resume/apply: [email protected] (1/12)
JOB OPENING: ACCT EXEC/The Weather Channel/NYC: 5+ yrs cable sales exp required. Support TWC. Create, present proposals to secure business. Dvlp/maintain client & agency relationships. Monthly travel. BA Deg req’d. Resume: [email protected] (1/12)
JOB OPENING: SELLING DIRECTOR/Digital Ad Sales/NY: Gen online rev thru dig products across A+E Networks portfolio. Full Info/Apply: www.aenetworks.com/career.html (1/12)
JOB OPENING: MARKETING MGR/CBS SPORTS NETWORK/NY: Execute digital & social mktg initiatives to drive brand awareness & tune-in. Exp in sports mktg &/or grassroots consumer mktg in cable preferred. Apply: www.cbssportsnetwork.com (1/11)
JOB OPENING: VP AD SALESMKTG TRAVEL/GAC: Lead team that dvlp/activates multiplatform client solutions. Solid mgmt & collaboration skills, 15 yrs+ Media/Cable/Creative bgrd req. Details/apply: req #3132, scrippsnetworksinteractive.com (1/11)
JOB OPENING: DIRECTOR, RATINGS RESEARCH Vh1/NYC: 7+ yrs wk exp w/n cable/broadcast network field. Strng analytic & TV prgm exp. Knwldge of Nielsen & Lake 5.Tech Edge A+. Apply www.viacomcareers.com (1/11)
JOB OPENING: LEAD COORD/TV ONE/MD: BA pref’d & 4 yrs of exp Brdcst Operations. Sched/maintain on-air secondary event promos. Wrk w/ internal depts. in on-air secondary event media plan’g/execution. Media & Ent exp +. www.TVONEjobs.com (1/11)
JOB OPENING: RED SOX REMOTE COORD PROD/MASS: Coord/sprvs/execute high qual, well-resourced Red Sox event telecasts for fan base. BA deg comm, brdcst radio. 10+ yrs exp live sports event producing. Info/apply: http://nesn.com/nesn-jobs (1/11)
JOB OPENING: Copy COORD TEMP/TV ONE/NY: BA pref’d and/or 2 yrs of exp in TV Ops & Traffic. Wrk w/external agencies & traffic mgmt to secure and input comm copy for ntwrk. B’way & Log Bldg. exp a +. $21-$23 per hr. www.TVONEjobs.com (1/11)
JOB OPENING: SALES COORDINATOR/TV Guide/ NY: Excel skills a +, Organized, Strong comm skills, Work w/AEs/Planners/Sales/Traffic/P&P Marketing. Weekly allocations, deal maintenance, daily comm w/agencies. [email protected] (1/11)
JOB OPENING: DIR ACCT MNGMNT/Origin Digital, an Accenture Co./NYC: As worldwide leader in enabling LIVE events on 2nd screens, we’re seeking a star to build our revenues. New media/sports/sale/ tech. background. [email protected] (1/11)
JOB OPENING: AD SLS MKTG MGR/Discovery/NY: Dvlp & execute multi-platform ad sls sponsorships; 5+ yrs ad agency, media sls/mktg, client mktg exp; prod exp preferred; http://careers.discovery.com/#6742 (1/11)
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