Time Warner Cable hosted its first NewFront at 42nd Street’s Liberty Theatre, and touted its theme of “Forward, Fast” referring to the cable company’s 37 sports, news and lifestyle networks that reach 15 million+ households. At the end of the show, the cable company flashed back to the 1990’s with a live performance of “Kind & Generous” from Natalie Merchant, and a “prancing routine” from the woman behind the viral video Prancercise (10 million views). “Advertisers tell us they want help in making digital work for them,” EVP and COO, Media Services Joan Gillman told Cynopsis. “And we want happy clients.” Other highlights include:
- TV Tribes: TWC says there are more than 28 “TV tribes,” or social communities that are passionate about specific entertainment genres, and informed by content, context and their local market.
- TWC will roll out its Audience Selected measurement tool to better target viewers on any medium or device with the “Audience Finder.”
- Group VP of Sales Steve Jacobs announced the internal creative agency called Kernel. Its motto? “Let’s grow your brand.”
