Monday, May 21st, 2007

Cynopsis: DIGITAL


Good Morning, it’s Monday, May 21, 2007 and this is your first early morning digital briefing.

Microsoft announced the largest acquisition in its history, purchasing Seattle-based interactive ad firm aQuantive for $6 billion in what it describes is the next step in the evolution of its ad network. aQuantive is the holding company for several online ad firms including Atlas, DRIVEpm and Avenue A/Razorfish, one of the largest interactive ad agencies. The deal is the latest in a string of large acquisitions in the internet ad space (Google/DoubleClick, WPP/24/7Real Media, Yahoo/Right Media) as online advertising increasingly becomes the lynchpin of many new web-based businesses. Microsoft, which lost out on the bidding for DoubleClick, will pay an 85% premium over aQuantive’s closing share price on Thursday, the day before the deal was announced.


Marketers of Michael Moore‘s latest muckraking documentary SiCKO are posting online chat comments and holding screenings for influential bloggers to build buzz for the attack on the healthcare industry, according to The Wall Street Journal. Both liberal and conservative destinations are being targeted this time, from progressive blog Daily Kos to, a site established years ago by Moore opponent Jim Kenefick to “watch Michael Moore’s every move.” A separate controversy has sprung up around allegations that Moore anonymously donated $12,000 to Kenefick to help cover his wife’s medical bills.
Undeclared presidential hopeful Fred Thompson has been having his own back and forth with Michael Moore on YouTube.  He and other presidential candidates such as Bill Richardson and Hillary Clinton have turned to the video site as a way to insert a little humor into the race and reveal a more human side of themselves.
The NFL issued a new draconian set of rules that severely restricts media sites usage of video shot from NFL press conferences, interviews or practices. The rules stipulate a maximum of 45 seconds of video per day, no use of live footage, a 24-hour window for all content and that content must contain links back to and official team sites.
MSN will host the exclusive broadcast of the global Live Earth concerts on July 7 at The site will also include content from and TreeHugger as well as interactive maps to enable users to click over to see different performers in different cities in real time. Chevrolet will sponsor green-themed content promoting the event across the entire MSN network.
Hallmark Channel is sponsoring the podcast Divorcing Daze with banner ads, embedded video, text links and email blasts to its listeners as part of its campaign to promote the premiere of Michael Apted’s Married in America 2 documentary premiering on the channel May 23.



Toga! Toga! Toga! National Lampoon launched an ad supported online video network, available on its own URL, on or through a variety of online distributors including AOL, Brightcove, Veoh, Joost, GoFish, Lycos, BiggyTV and YouTube.
BreakThru Films will launch a new online channel June 11 using Narrowstep‘s IPTV technology, to coincide with the launch of the Annecy Animation Festival. BreakThru’s Peter and the Wolf is in competition at the festival.


Texas Pacific Group and the private-equity arm of Goldman Sachs are in the final stages of negotiating a purchase of wireless operator Alltel Corp. for about $25 billion, according to a report in The Wall Street Journal. The purchase would mark the largest entry of private-equity money into the wireless business thus far.

Leaders of the Writers Guild of America are demanding a bigger cut of new media revenues in upcoming contract negations with studios, according to published reports. Bigger royalties for work created and reused for the internet, cell phones and other digital platforms are at the top of a wish list or “pattern of demands” submitted to the Alliance of Motion Picture & Television Producers for consideration.

An industry-supported Copyright Alliance was formed in Washington, D.C. with the stated goal of promoting the value of copyright as an agent for creativity and strengthening current copyright law. The group is headed by Patrick Ross, a former senior fellow at the Progress & Freedom Foundation, and has won the backing of the MPAA, NBC, News Corp., Disney, Time Warner and Microsoft, among others.
The FCC extended the deadline for the 145 TV stations that have yet to complete digital upgrades in preparation of the February 2008 switch to digital. The original deadline was July 1, 2005 for top-four network stations in the top 100 DMAs and July 1, 2006 for all other stations. Most of the stations such as WABC in New York, which are experiencing delays due to 9/11, were granted an additional 6 months to complete their upgrades.


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Nielsen/Net Ratings and comScore agreed to move forward in the Media Ratings Council accreditation process after meeting with a number of interactive advertising agencies last week. The meeting was organized by the Interactive Advertising Bureau, which represents companies that spend about 86% of all online ad dollars in the U.S. The IAB issued a strongly worded letter last month calling for online measuring firms to submit to third-party auditing.
Online ad rep firm Gorilla Nation sold a $50 million minority private equity stake to private equity firm Great Hill Partners. The company represents over 500 web publishers, and sells integrated media and promotional programs to Fortune 500 brand advertisers.
Click fraud continues to haunt internet marketing models and is occurring more frequently than ad portals are letting on, according to a study by Fair Isaac Corp. The fraud detection firm estimates 10-15% of ad traffic is questionable, often the result of automated programs set up to boost click throughs. Another common form of fraud occurs when employees of companies click on a competitor’s ads to deplete advertising budgets and dilute results. signed on to sponsor several shows, including Lost, Desperate Housewives, Grey’s Anatomy, Ugly Betty and Dancing with the Stars. The sponsorship is part of an extensive online brand campaign targeting in-market shoppers through a variety of online ad networks and news and information sites including MSN,, and


At least 25 countries block access to web sites for political, social or other reasons according to a study by the OpenNet Initiative, a sign that the internet has matured enough to make governments sit up and take notice. China, Iran, Myanmar, Syria, Tunisia and Vietnam were identified as having the most extensive filters for political sites. Iran, Oman, Saudi Arabia, Sudan, Tunisia, the United Arab Emirates and Yemen had the strictest social-filtering practices, blocking pornography, gambling and gay and lesbian sites.
While the debate over junk food ads for children on TV rages on in Washington, food and beverage marketers are using the internet and other digital mediums to aggressively target kids, according to a recent report by American University professor Kathryn Montgomery and Jeff Chester, Executive Director of the Center for Digital Democracy. The report cites a 23.2% increase in spending on internet display advertising of food, beverages and candy–the 15th-ranked category for 2006.

~ WEBSITE OF THE DAY ~ offers digital filmmakers, musicians and photographers a place to upload their originally produced content and use the site’s suite of editing, management and tracking tools to get the most bang for their buck online. Cruxy takes a small cut from each PayPal transaction–10 cents plus 3% of the retail price of each video or album, documents every sale made through the site and monitors how users actually found your stuff. One of the coolest features on Cruxy is a widget-based promotion tool that allows creators to easily promote their works on blogs, personal profiles or any other third party site that may help exposes the work.
 A new website will be featured here everyday for you to check out. Some are TV-centric, some creative, some just plain strange, but all have something to do with this crazy business. Email me your suggestions at [email protected] and if I include the site you mention, your name, company and city will be credited. Only one mention per calendar week, to make it fair.

Later — Wayne
Wayne Karrfalt for Cynopsis: Digitals

Cynopsis Ad Sales:  Mark Bohn- 203- 583-1224 / [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: MARKETING MANAGER /Discovery Channel, Silver Spring, MD: Develop & manage strategic mktng & brand campaigns for the network. 5+ yrs advertising/mktng exp. TV exp preferred. Apply at Req#5257 (5/26)

JOB OPENING: ADMINISTRATIVE ASSISTANT/DISNEY * ABC DOMESTIC TV/NYC: Full admin. support to 3 sales execs. Professional/excellent interpersonal skills. Detail Oriented. Resumes: [email protected] (5/26)

JOB OPENING: SR SALES RESEARCH ANALYST/CBS NETWORK SALES/NYC: Min 3 yrs agency planning &/or network research exp. Strong comp. skills/media research dbase exp req. Apply: job #2103. Indicate salary & source (5/26)

JOB OPENING: ASST. DIRECTOR, CREATIVE SERVICES/KABC-TV: Exp news promo writing & producing a must. Excellent people skills required. Resume & reel: ABC7 LA, HR, Dept. ADC/CYN, 500 Circle Seven Drive, Glendale, CA 91201. EOE. (5/26)

JOB OPENING: SR DIR, DEV & PRGM/HISTORY CHANNEL/NY: Resp for dvlpmnt & piloting of prgrmng. Min 5yrs exp in prgmng at a cable,brdcst net or prod co. Strong knwldg of tv/film prod techniques. Apply: click careers tab (5/26)

JOB OPENING: MKTG MGR/NBCU Strategic Mrktg/NY: Dev multi-platform, integ’d partnerships for clients, collaborate w/Res/Insights& Innov team. 4yrs+ exp mktg w/in ent& media co. Apply, , Job # 581114 or 581116 (5/25)

JOB OPENING: MARKETING DIRECTOR/Rainbow/NYC: Create & manage marketing/promo strategy for Lifeskool On Demand TV Network. Min 7 yrs exp creating consumer mktg plans to drive awareness/viewership/revenue. [email protected]   (5/25)

JOB OPENING: MULTI-PLATFORM MARKETING MGR/Rainbow Media/NYC: Create online branding/marketing/promo campaigns for Lifeskool & Sportskool on demand. Manage web content/programming. Min 3 yrs online exp. [email protected] (5/25)

JOB OPENING: CFO/iNDEMAND/NYC: Oversee all accounting/finance functions and business systems. Bus partner to CEO. CPA required, MBA a plus. Send resume: [email protected] (5/25)

JOB OPENING: BROADCAST SALES/AMS PRODUCTION GROUP/DALLAS: , 5yrs sales exp. landing and managing broadcast accounts and long form projects. Apply: [email protected]. (5/25)

JOB OPENING: MARKETING – PRODUCTION MGR/Discovery Nets/Silver Spring, MD: Business mgmt & cost control of promo production. 5 yrs prod exp, AICP bids exp, negotiation skills, cable/broadcast. Apply: , Req#5221 (5/25)

JOB OPENING: RETAIL MARKETING MGR/VIZ Media/SF: *5 yrs retail or product dev exp, anime/manga, publishing, ent, home video, consumer prod, and/or channel marketing fields PREFERRED Apply: [email protected] (5/25)

JOB OPENING: ASSOCIATE SALES DIRECTOR/IMS, New York: Sell IMS software to agency and media accounts. 5+years industry experience. Sales experience a must. IMS application/database experience a+. #3292BR (5/25)

JOB OPENING: RESEARCH ANALYST/SCRIPPS NETWORKS/KNOXVILLE, TN: 2 yrs exp in media research or marketing pref’d. Exp with Nielsen & MRI systems a plus. Degree in related field req’d. Res: [email protected] job # 6064-U (5/25)

JOB OPENING: OPERATIONS ADMINISTRATOR/Weather Channel/NY: providing support of proposal, traffic, and sales systems to Cable Ad sales. Exp with Dealmaker and VCI. Please apply online at ref VSA004. (5/24)

JOB OPENING: CONTRACT ADMIN/Rainbow/NYC area: Draft agreements, coord. Right clearances re film & TV product, keep databases. Exp in clearances, paralegal or contract admin in legal dept. Apply to req 2991 at (5/24)

JOB OPENING: SUPERVISING PROD/SHOWRUNNER/NY: Travel/Lifestyle/Food series -Significant food experience w/reel to match, excellent writing, editorial & mgmnt skills. Immediately. Resume to: [email protected] (5/24)

JOB OPENING: BS&P EDITOR/ABC TV Net/LA: Review scripts/rough cuts, alt series, work w/network & prod staff on location; detailed/critical thinking/writing; BA reqd; MA or JD & prod exp a plus. Visit Req 64121 (5/23)

JOB OPENING: SALES PLANNER/MUSIC CHOICE/LOS ANGELES: Responsible for managing proposal process for Video/TV ad sales. Must have 2+ years in sales planning atad agency or network. [email protected] (5/23)

JOB OPENING: MANAGER, CORP. COMM/CMT/ Nashville: Dvlp & implement media campaigns for various channel prgrmng. Exc media contacts & TV exp. Min of 5-7 yrs of PR exp, with 2-5 yrs in a Mngmnt role. Apply at (5/23)

JOB OPENING: DIRECTOR BUS DEV INTEG MKTG/Nickelodeon/NY: BA; 5-7yr exp mktg/promo; Develop multi-platform, integ partnerships for non-endemic clients. Creative media mktg/sales savvy prof. EOE/M/F/D/AAP. Apply (5/23)

JOB OPENING: DVD PRODUCTION ASST/Silver Spring, MD: Process & test products; Great PC, organization, comm. skills a must. Pref. B.A. & Mac. Fast-paced envir., great benefits. Resume, ltr, to [email protected]   EOE (5/23)

JOB OPENING: MGR/SR PUBLICIST, COMMUNICATIONS/MTV/NYC. 4+yrs PR exp, Corp Comm, PR & media relations, Strong media contacts, written & comm. skills, Knowledge of MTV brand EOE/M/F/D/AAP. Apply (5/23)

JOB OPENING: ANALYST, AD SALES RESEARCH/MTV/NYC: 1+yrs research exp, Strong analytical/detail &org skills, Knowledge of TV/Tech/Nielsens & Strong PC Skills EOE/M/F/D/AAP. Apply (5/23)

JOB OPENING: SENIOR MANAGER, RESEARCH/MTV/NYC. 5+yrs research exp, Strg analytical/detail & org skills, Knowledge of TV/Tech/Nielsens, Strong PC Skills & knowledge of MTV/pop-culture EOE/M/F/D/AAP. Apply (5/23)

JOB OPENING: DIR, BUS DEV/VERSUS/Stamford, CT: Source/develop/execute new bus around ntwrk’s niche genres. 5+yrs exp, strong fin’l bckgrd,knwldg/contacts w/in sports& media req’d. Apply: EEO (5/22)

JOB OPENING: SALES ASSISTANT/BET, NY. Detailed-oriented, organized, multi-tasker, exc comm & math skills.Prof w/excel, Bachelors degree req. Email resume: [email protected]    (5/22)

JOB OPENING: MGR, INVENTORY/BET, NY: Manage Inventory Control, analyze plans, work closely w/traffic, create process/procedures. 3+ yrs media experience. Dealmaker, JDS, VCI a plus. Res: [email protected] (5/22)

JOB OPENING: PROJECT MGR PRGRM DEVLP /Discovery Channel, NY: Mng prime time prgrm dvlpmnt, prgrm submissions & editorial content. 5+ yrs non-fict. dvlpmnt exp., relationships w/ prod. companies. Apply: , Req#5219 (5/22)

JOB OPENING: INTEGRATED SALES MGR/A & E TVNETS/NY: Looking for your next creative opp? Have a solid undrstndng of media/ratings/mktng? Enjoy writing/presenting to groups? Take next step in career! Apply: (5/22)

SUMMER INTERNSHIPS – These positions are for credit only – nobody gets paid here. They are 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: INTERN NEEDED. We are a management/production company in Hollywood. Clients include rappers, singer, actors, and directors. Need someone to help with GENERAL OFFICE DUTIES. Contact Adam at [email protected]. (5/24)


SITUATION WANTED: FREELANCE VIDEO GAME INDUSTRY RESEARCHER (LA based): 5 years experience in gaming research with knowledge of both quantitative and qualitative methodologies. Please contact [email protected] for more details. (5/22)

E-mail Trish Pihonak for rates and specs for Job Openings.

Are you looking for a job? Post your Situation Wanted Ad here — Email Trish Pihonak for specs.


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