A CYNOPSIS MESSAGE FROM VIDEOLOGY

Cynopsis: DIGITAL
05.21.13

Good morning. It’s Tuesday, May 21, 2013, and this is your first early morning digital briefing.

Amazon has picked up two shows from its Amazon Studios pilot program. The John Goodman-starring political comedy Alpha House and the Ed Begley, Jr.-starring Silicon Valley comedy Betas are each receiving a full-season order. The Amazon Studios program, which debuted 14 pilots (eight comedy shows and six children’s shows) earlier this year, is choosing which shows it wants to pick up for full seasons based on viewer reviews/comments and other viewing-related data. Per Reuters, Alpha House received 2,600 reviews with an average rating of four stars. Betas snagged more than 1,500 reviews with an average rating of 4.5 stars.
–In Other Words: These reviews and ratings are critical: Just ask the folks behind Zombieland Browsers, both of which were cut from the Amazon program. Zombieland got more than 5,500 reviews, and an average rating of 3.2 stars; Browsers had 860 reviews and an average rating of 3 stars. Per The Verge, Amazon is looking to order full seasons for anywhere from zero to seven shows.

Felicia Day’s Geek & Sundry YouTube original channel has designs on being a multi-channel network on the world’s biggest video site. With that in mind, the channel has launched a new vlogger network, which will give as many as 20 vloggers the tools, resources, and mentorship needed to produce videos and build an audience on YouTube, according to The Hollywood Reporter. Launching with eight vloggers, Geek & Sundry is currently accepting more submissions via its website. Vloggers will receive a “per-video stipend” and all kinds of support from Geek & Sundry, Day, and producer Jenni Powell. Day previously had mentioned the launch of the vlogger network at YouTube’s Brandcast event during the 2013 NewFronts.

Microsoft is teaming with the New York Television Festival (NYTVF) to launch the “Short-Form Storytellers Challenge,” a competition for content creators to develop and pitch super-short web series concepts (no episode can be longer than 2 minutes). The winner will receive $75,000 to finish the web series, and will get to work with MSN to produce the remaining episodes of the show, which will be made available exclusively on MSN Video for a certain amount of time. Then, the creator will be free to find other distributors for the show. Five panelists will be selected to pitch their ideas to a panel of MSN and executives at the 2013 NYTVF this October. MSN says it also has the exclusive option to enter into development deals with all of the finalists’ entries for a period of one month following the selection of a winner.

The latest contestant in the “Who Wants Hulu” sweepstakes: satellite provider DirecTV, according to The Wall Street Journal. DirecTV may be the other major pay TV company WSJ’s report was referring to last week when news broke that Time Warner Cable was considering an investment in the SVOD streaming service. DirecTV was also one of the bidders for Hulu the last time the site was on the shopping block. Like most of the other suitors, this time, DirecTV is “considering a bid.”

Redbox Instant by Verizon will be available on Google TV devices in “the next few weeks,” according to GigaOm. The app for Google TV was showcased during the Google I/O conference. After Google TV launch, Redbox Instant will launch a channel on Roku streaming devices.

A CYNOPSIS MESSAGE

AT&T AdWorks plans to use anonymous AT&T user data to help advertisers deliver relevant ads to users online, on mobile devices, and on TV. This cross-platform audience-targeting solution, dubbed AT&T AdWorks Blueprint, consists of three components, each designed for a different screen.

• The online element creates audience segments from more than 4 billion anonymous data signals generated via user search activity, browsing patterns, Wi-Fi hotspot data, and viewing habits. From this data, AT&T says it has developed a “dynamic scoring system” to predict audiences’ interest in a particular category such as sports or pets. It then delivers a relevant ad to those audiences via the AT&T AdWorks Online Audience Network (OAN).
• The mobile piece uses over 250 demographic, psychographic, and contextual audience attributes gleaned from anonymous AT&T subscriber data to help advertisers target mobile users via AT&T AdWorks’ Mobile Audience Network (MAN).
• The TV module takes data from 12.7 million AT&T U-verse customers to determine the best TV networks and day-parts for audience segments, which can be reached via the AT&T AdWorks Television Audience Network (TAN).

Now that Yahoo’s $1.1 billion acquisition of Tumblr is official, the question becomes how Yahoo will monetize a social company that only generated $13 million in revenue last year. In a conference call with analysts, Yahoo CEO Marissa Mayer illuminated how she expects the new Yahoo/Tumblr relationship to function: Tumblr will remain independent of Yahoo, with current Tumblr CEO David Karp keeping his title and responsibilities. And while (more) ads are inevitable on Tumblr, Mayer said they will not be disruptive. Expect the type of ads social media users are accustomed to seeing on social networks: native ads that fit the “form and function” of the site’s design and user experience. Mayer also said Yahoo will work with Tumblr bloggers who want to monetize their pages.

Join me at 1:30pm ET today for Cynopsis Digital’s webinar on online video measurement. We have a dynamic lineup of speakers ready to provide you with the latest data and insights on exactly how people are measuring digital video, and what’s in store for the future as the industry continues to evolve.

Deborah Turness has been named the President of NBC News. Joining the NBCUniversal News Group leadership team (which also includes CNBC President Mark Hoffman and MSNBC President Phil Griffin), Turness will be responsible for all aspects of the NBC News division, including TV programming, its worldwide news bureaus, and digital properties.

Veria Living has appointed Russell Maitland to the role of SVP/Advertising Sales. He will oversee the development of the ad sales team and is tasked with increasing national ad sales revenue for Veria Living. He will also be in charge of new business development and account retention. Maitland will be based in the company’s NY headquarters and will report to Raymond Donahue, CRO at Veria Living. The company has also named Heidi Corn as its new Digital Ad Sales Manager. She will also be based in NY, but reporting to Joseph Cho, VP/Digital for Veria Living.

Interactive promotions company PrizeLogic has chosen John Vail as its first ever Chief Marketing Officer. Vail, a former Senior Director/Digital Engagement at PepsiCo, will report to PrizeLogic CEO Keith Simmons and will be based in the company’s NY area office.

A CYNOPSIS MESSAGE

Here are the new shows and videos premiering on YouTube as part of the video site’s Comedy Week that I’m most excited about:

• Ricky Gervais will bring back David Brent with new videos on the writer/actor’s YouTube channel.
• The JASH comedy channel will launch new episodes of The ArScheerio Paul Show (starring comedian Paul Scheer with special guest Jordan Peele as Tupac Shakur) today; Catherine (from former SNL-er Jenny Slate) on May 22; and You and Your F**king Coffee (from Mike Judge and Henry Phillips) on May 24.

If you look at the full programming lineup YouTube has planned for this week, it’s pretty impressive not only in the amount of content, but also the talent behind it. Everyone from Reggie Watts to the Upright Citizens Brigade Theatre, Improv Everywhere, Above Average, and an extensive lineup of YouTubers are involved in some way with the weeklong event. We’ll leave the questions on how YouTube was able to sell ads against all of the programs to a later date, when it’s possible to have some perspective on how the week fared. Until then, enjoy.

A CYNOPSIS MESSAGE

2 WEEKS AWAY!

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Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
05.21.13

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