A CYNOPSIS MESSAGE FROM SCREENVISION

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Cynopsis: DIGITAL
05.02.13

Good morning. It’s Thursday, May 2, 2013, and this is a special digital briefing covering the 2013 Digital Content NewFronts.

On the third day of the 2013 Digital Content NewFronts, Univision, Blip, Conde Nast Entertainment, and Google/YouTube stepped up to the plate.

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Programming

Univision said that Hispanic millennials like to consume “edgy” and “unapologetic” content that resonates with their bicultural experience. To serve this audience, Univision is launching a new website in the fall called Flama, which will feature original one-off videos and web series across a variety of genres, from comedy to documentary. The site will also house editorial content and social features. Web series for Flama are currently in development, but here are the initial concepts:

Salseras: From Univision and VEVO, this scripted series will follow two childhood best friends who become fierce rivals in their college campus salsa dancing competition.

Back Home: A documentary series that takes young Hispanics on a journey back to their ancestral homelands with a small budget and a list of challenges to complete.

UVideos

Univision also announced five new channels on its digital video network, UVideos. These new channels will feature Univision TV programming as well as additional content and how-to information. They are as follows:

La Buena Vida (Lifestyle): Will feature content and information on health and fitness trends and tips to help consumers live a good life.

En La Olla (Cooking): Food-related content covering everything from recipes to restaurants. The channel will feature Despierta America’s Karla Martinez.

Canal Fashion (Beauty and Fashion): This channel will feature Rodner Figueroa from Univision’s Sal y Pimienta, among other things relevant to audiences interested in fashion, style, and beauty.

La Carcajada (Comedy): Raul Gonzalez, co-host of Despierta America, will show up on some of the content on this channel.

Lo Que No Ves (Behind the Scenes): This channel will feature new web-only content hosted by Carlos Calderon, offering a “peek behind the velvet rope” to some of Hispanic America’s top celebrities.

Univision is also enhancing the existing News and Sports channels on UVideos. The News channel will offer new timeline and contextualized commenting features that will allow viewers to follow the chronology of news events as well as participate in the conversation. With UVideos Sports, Univision is launching a “seven-days-a-week sports digital strategy” that includes soccer game highlights, recaps, player analysis, behind-the-scenes content, and live matches. UVideos Sports will also include a new timeline feature, allowing fans to rewind and watch key plays.

Transmedia

Univision also plans to launch multiplatform content experiences, meeting a Hispanic audience that “are at ease jumping between platforms, experiences, and devices.” These transmedia projects include:

LigaMXTra: Exclusive content about the most popular teams in Mexico: Chivas and America. Univision will offer extended Liga MX content across multiple screens/platforms, including TV, radio, online, video, mobile, social, and experiential.

La Boda de sus Suenos (The Wedding of Your Dreams): Designed specifically for Hispanic millennials, Univision will let the audience pick a couple and choose which beloved novella wedding will be re-created for that couple’s big day. The project will feature integrations with Univision’s morning show Despierta America (Wake Up America) and Premios TVyNovelas.

Nuestro Guapo Latino (Our Handsome Latino): A reality competition series in which “everyday guys” are put through weekly challenges, all designed by women, to “show how they embody what US Latinas are looking for in a man.” Twitter-based challenges and in-show voting integrations on Univision TV shows will allow multiple entry points for audiences (and advertisers).

Marketing, Promotions, and Distribution

“Univision is leading the marketplace to the two biggest growth opportunities for advertisers today: Hispanics and digital media,” said Kevin Conroy, President/Digital and Enterprise Development, Univision Communications. “We are focused on super-serving our core audience and reaching new ones through original digital content and formats targeting the next generation of US Hispanics on every platform and connected device.”

On Flama, marketers will be able to integrate with the videos and programming on the site. As the two shows unveiled yesterday are still series concepts at the moment, it gives brands the opportunity to get involved early on in the development process.

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Programming

Mainly Murder: New. The comedy follows the antics of a Long Island-based “murder mystery entertainment company.” Their dream is to make it to the big time, which to them means performing murder mysteries in New York City. Stars Rob Huebel, Tim Meadows, Andy Richter, and Matt Besser. From Principato-Young Entertainment.

Jewelry Star: New. A reality series in which up-and-coming jewelry designers compete to create custom bling (yeah I said it) for celebrities and other high-profile clients. Hosted by Emmy-winning stylist Soyon An, she and her clients will also serve as judges. The show comes from Blip’s partnership with BeachMint, a social commerce company that operates JewelMint (over 1 million Facebook fans).

The Great S. Cape: New. Already announced, this superhero series is created, written, and produced by Michael Uslan (The Dark Knight trilogy). Spanning 12 “chapters,” the show follows the adventures of Stephan Cape, a skilled magician and illusionist who decides to use his tricks to solve an insidious Hollywood murder plot.

Hipsterhood: Returning for second season. From producer Shilpi Roy, the show is about two Los Angeles hipsters who keep running into each other around their Silver Lake neighborhood, but can never manage to take the next step and actually talk.

The Gauntlet: Returning for second season. A video game competition series that brings in serious gamers and gaming fans from around the country to battle it out in a contest of gaming skills, concentration, agility, and stamina. The show is described as inspired by reality series like Wipeout and The Voice. From Blip content partner, RoosterTeeth.

Marketing, Promotions, and Distribution

“We used to be known as the platform company, we are now truly an entertainment destination for the 18 to 34 year-old audience,” said Kelly Day, CEO of Blip, to lead off the company’s NewFront. In the past year, the company has shifted its focus to original, serialized programming, all of which is organized into various category-specific channels. Blip content is available on its own website, as well as via a wide array of distribution partners, ranging from YouTube to Roku, Xbox, and Sony Bravia smart TVs. On YouTube, Blip currently operates over a dozen channels, all together reaching more than 4 million subscribers. “It’s easy to discover your Blip whenever, wherever, and however you like,” said Day. The goal is to offer brand and content placement opportunities for advertisers in all consumer categories.

Production and sales partnership with My Damn Channel: Under the terms of the deal, which was announced about a week ago, My Damn Channel and Blip are co-producing four original comedy series, including new seasons of the aforementioned Wainy Days and Daddy Knows Best. All four shows will be available exclusively on Blip and My Damn Channel for 30 days, after which they will roll out to other outlets like YouTube. The deal also covers select shows from the My Damn Channel library, including Daily Grace. All together, Blip and My Damn Channel are offering a combined reach of 40 million monthly unique viewers. Sales teams from both companies will pitch the new programming to advertisers, as they did during Blip’s NewFront. 

On top of Blip’s distribution capabilities, Day touted the company’s ability to incubate “communities of super-fans”: “Our audience is highly social, with over 40% actively commenting on or sharing our shows,” she said.

“The best time to sell your client’s product happens is when the consumer is willing to speak to you,” said Jason Krebs, Blip’s new President/Sales and Marketing.  “That happens a lot on Blip.” With that in mind, Day has integrated Blip’s ad sales operation into content development, marketing, and distribution.

Another thing you should keep in mind: Kelly Day has already spoken at length about her plans to turn Blip into a multi-channel web video network. In the next year (and maybe as early as this fall), the company hopes to launch standalone, interest-based websites featuring curated programming. These sites would be off Blip and would likely feature their own branding. Day has also indicated Blip’s intentions to partner with successful content creators on YouTube to bring their stuff under the Blip umbrella. Which leads us to:

Blip has committed a seed investment into YouTube star Ray William Johnson’s (formerly under the Maker Studios umbrella) new production company, Runway Planet, which will produce original series and offer back catalog sales opportunities. The deal also covers development and distribution of Runway Planet content. While Johnson didn’t divulge much else from the stage, he apparently has some deals lined up with traditional media and new media companies, some of which he will announce in the coming weeks. For a refresher, Johnson’s YouTube reach currently stands at more than 8.5 million subscribers and nearly 2.28 billion total video views on his YouTube channel.

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Programming

Conde Nast Entertainment (CNE) added video channels for its Vogue and Wired brands to its recently launched digital video network. Vogue programming will launch on May 8, with Wired programming to follow on May 15. CNE also unveiled six new series for the existing Glamour and GQ video channels. All together, this will bring CNE’s programming slate across Glamour, GQ, Vogue, and Wired to 30 original series. Later this year, CNE said it plans to launch channels for Vanity Fair, Teen Vogue, Epicurious, and Style.com. The eventual goal is to have video channels for all Conde Nast publishing brands.

GQ

Casualties of the Gridiron: New. A documentary series that puts a spotlight on the physical and mental effects of playing professional football in the NFL, as well as how former pros are coping with it post-retirement.

GQ How To: New. Videos covering fashion tips like “how to tie a tie” and “how to make the perfect cocktail.”

The GQ Trend Report: New. A daily series for viewers to stay up to date on the latest fashions and trends.

Fighting Weight: Renewed. Weekly workout guide in which fitness gurus share favorite routines, tips, and exercise secrets; hosted by Eric Valdez (General Hospital, New Girl).

10 Essentials: Renewed. Famous dudes (Anthony Bourdain, Andy Cohen, and others) count down the ten items they can’t live without.

Car Collectors: Renewed. Other famous dudes (like Adam Carolla) show off their wheels.

Jogging with James: Renewed. Follows adventurer James Marshall as he trains for the Marathon de Sable.

Glamour

Glamour Video Gift of the Week: New. A weekly series featuring “the hottest guys in hilarious vignettes that bring every woman’s viral video fantasies to life”; will include puppies and kittens (because this is the internet).

Style to Kill: New. Developed with Magic Elves (Project Runway), this reality series features to up-and-coming stylists as they compete by making over one Glamour fan per episode. Glamour editors will judge the competition and decide which contestant gets the chance to style a Glamour photoshoot.

Single Life: New. A scripted series following two singles as they try to find love in the world of online dating.

Elevator Makeover: Renewed. Hosted by YouTube star Jessica Harlow and Hairstylist and Glamour contributor Theodore Leaf, it’s a weekly show in which a contestant gets a makeover during the course of a ride down to the lobby (or up from the lobby, as the case might be).

Fashion Week Ride-Along: Renewed. Featuring Glamour Editor-in-Chief Cindi Leive as she navigates NY Fashion Week.

Why Do Guys: Renewed. Comedians interview men on the street to find out what they really think about dating and relationships in the digital age. Fans will be able to send in questions via Twitter.

Further details for Vogue and Wired will be made available closer to their launch dates.

Marketing, Promotions, and Distribution

When the GQ and Glamour video channels launched in March, CNE digital video network’s distribution including custom video sections on each brand’s website as well as their respective YouTube channels. Procter & Gamble, Microsoft, and Mondelez International were among the exclusive sponsors.

Yesterday, CNE announced that it has inked video syndication partnerships with Yahoo, AOL, Twitter, Dailymotion, and Grab Media. “We’re thrilled to be working with our new syndication partners, which are some of the biggest names in video and social media, to make it even easier for consumers to discover our programming,” commented Fred Santarpia, EVP and Chief Digital Officer at CNE. YouTube, Yahoo, and AOL are the essentials, but the partnership with Twitter (which is getting very aggressive with video) is definitely the most interesting.

YouTube announced some eyebrow-raising milestones:

• People are now watching 50% more on YouTube than they did last year.
• 1 billion people are visiting YouTube globally every month.
• Citing Nielsen, YouTube now reaches more US adults ages 18-34 than any cable network.

YouTube’s Brandcast presentation had one overarching theme: reaching and engaging with the 18-34 year old consumer. Instead of continuing to showcase the video site’s much talked about original content initiative, which served as the centerpiece to last year’s NewFront, this year YouTube opted to place a spotlight on the content creators who have already built a following on the site and are regularly engaging with the 18-34 demo — creators like Felicia Day and her Geek & Sundry channel, Brian Robbins and his AwesomenessTV channel (and soon-to-be multichannel network), and even brands like Red Bull Media House and GoPro.

When asked why YouTube elected this path with this year’s NewFront presentation, Robert Kyncl, Global Head of Content Partnerships at YouTube, said: “We are just pronouncing where we are the strongest.” That’s not to say that YouTube doesn’t have great content for other audiences. But as YouTube will “grow up” with the 18-34 demo, it plans to “lean in” on that audience quite heavily, he said.

With that in mind, YouTube’s presentation dealt less with new programs and channels (which, considering the size of YouTube and the fact that it’s not really a programmer, would be incredibly difficult to do in 2-3 hours). Instead, the event was more concerned with educating advertisers about 18-34 year olds on YouTube, and how the site is able to help them reach this increasingly powerful demographic.

Generation C: The “connected generation,” as defined by Nielsen, is very connected and consumes media on its own terms. YouTube partnered with research firm Ipsosto survey people that fall into the Gen C psychographic about how they consume media. Here’s what the study uncovered:

• 66% of respondents either spend the same amount of time watching online video as they do watching TV or watch more online video than TV. To break it down even more, YouTube said almost 33% of Gen C spends more time watching online video than TV.
• 46% of respondents say YouTube is an alternative to TV.
• 51% of respondents say watching a YouTube video about a product or service has influenced purchasing decisions.
• 70% subscribe to one or more YouTube channels.
• 52% say they often share YouTube videos with other people they know.
• Nearly 40% actively go to YouTube to interact with their favorite brands.

Interactivity is key on YouTube, according to Robert Kyncl: “I thought YouTube was like TV. It isn’t. TV is one way [communication]. YouTube talks back. It’s interactive. TV means reach. YouTube means engagement.” To that end, Kyncl spent a lot of time on the importance of cultivating loyal audiences on YouTube. “Felicia [Day’s] audience are not viewers — they’re fans,” said Kyncl. “It’s fans like these that make a view on YouTube worth more than an impression on TV.” Since brands are seeking to connect with audiences in a more direct way online, this type of thinking also applies to brands, he argued.

To get brands more comfortable with increasing their video investments on YouTube, the company unveiled even more numbers. With the help of analytics firm MarketShare, YouTube developed media allocation models for five categories: smartphones, auto insurance, credit cards, cosmetics, and entry level luxury auto sales. Based on anonymous and aggregated data, MarketShare says shifting on average 5% of media spend to YouTube can generate a 1-3% sales lift, at no additional cost.

DreamWorks Buys AwesomenessTV for $33 million: AwesomenessTV caters to the younger audiences, and currently reaches 500,000 subscribers. The company has plans to expand into a full-fledged multichannel network on YouTube, pushing its reach to 14 million subscribers across more than 55,000 channels. Per the deal, AwesomenessTV Founder and CEO Brian Robbins will continue to oversee the company. DreamWorks Animation CEO Jeffrey Katzenberg said Brian Robbins, Founder and CEO of AwesomenessTV, will “keep doing what he is doing” for the video channel and company. Robbins will assume an as-of-yet-unnamed executive role at DreamWorks Animation and will also be charged with developing DreamWorks Animation-branded digital family channel, tapping into the studio’s resources, technology, and intellectual property. The deal, which is expected to close later this month, also includes contingent cash payments if AwesomenessTV meets “certain” earnings targets in 2014 and 2015. If it does, AwesomenessTV could net as much as $117 million in additional payments.

Programming & Sponsorships

Partnership with ANA Alliance for Family Entertainment (AFE): ANA AFE is a consortium of top advertisers like Subway, Unilever, Verizon Wireless, and Walmart. These AFE advertisers will buy programming under YouTube’s AFE “Family Entertainment” media package, which includes popular and family-relevant content on the video site’s education, beauty and fashion, science, sports, music, gaming, health and fitness, culinary, news, and “mom interest” channels. Terms of the deal were not disclosed. YouTube plans to offer similar media packages to advertisers around different genres and types of content.

Some content-related announcements were made during the event:

Felicia Day’s Geek & Sundry channel will launch a series of v-logs. “We are starting with 10 and will pick 10 more,” Day announced from the stage.

Sal Masekela, Host of the Red Bull Signature Series, announced Red Bull Assembly, which appears to be an action-sports extravaganza featuring the top 100 action-sports athletes duking it out in various competitions. He called it “Sports-chella” (referencing the annual Coachella music festival). Red Bull Assembly will feature various brand integration opportunities.

Telemundo will help The Weather Company reach the Hispanic audience online and on mobile devices. Under the terms of the partnership, The Weather Company’s weather data and content will be featured on Telemundo digital properties. This includes integrating key weather content such as local forecast info as well as Weather showing up on Telemundo’s main navigation bar. Telemundo will also sell ads, including multiscreen partnerships, across Weather’s Spanish-language digital properties, which encompass espanol.weather.com and The Weather Channel’s mobile apps, which allow users to select Spanish as their primary language.  Additional partnership elements include integrating custom video content, as well as products such as alerts, across Telemundo digital properties.

Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
05.02.13

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