Cynopsis: DIGITAL
05.01.13

Good morning. It’s Wednesday, May 1, 2013, and this is a special digital briefing covering the 2013 Digital Content NewFronts.

Today’s lineup featured four official NewFront presentations from Hulu, Alloy Digital, AOL, and CBS Interactive, as well as one unofficial NewFront-like presentation from Magnet Media Originals.

Programming

Viewfinders: Returning. “An adrenaline-driven interview and competition” series that pits photographers against each other. The first season was sponsored by Adobe and Nikon. Targeting the 18-54 demographic, episodes will be available on MSN. Magnet Media says this show is ideal for tech, fashion, and luxury brands.

Designing Minds: Returning. The new season will begin with the series’ 57th episode. The show uncovers “the hidden stories and passion behind the designers of everyday, extraordinary, and innovative designs.” Similar to Viewfinders, the first season of this design-centric show was sponsored by Adobe, with new episodes scheduled to roll out on MSN. Designing Minds also caters to adults 18-54. Ideal for automotive, financial, luxury, and tech brands.

Rehearsal Space (Volume 2): Returning. A music/interview series hosted by NYC club Cakeshop. The first season was sponsored by Apple. Targeting males 18-34, the series will be available on YouTube as well as other publishers to be named at a later date. Ideal for apparel, automotive, financial, and tech brands.

Wynk (What You Need to Know): New. A series of daily celebrity and entertainment news videos, or “newslets” according to Paul Kontonis, targeted to women 25-54. Ideal for CPG, automotive, and retail brands.

Making the Shot: New. A fashion and beauty tips series in which big-name designers, fashion editors, and guest celebrities challenge a team that consists of photography, style, hair, and makeup experts to develop the perfect shot. The videos will be accompanied by tips and suggestions. Targeting women 18-34, the series will be available on AOL as well as a “collection of fashion and beauty sites and blogs.” Ideal for fashion, apparel, beauty, and luxury brands.

Soccer Academy: New. A documentary-style series that follows kid soccer players and their equally passionate parents. Targeting parents 25-54, the series will be available on YouTube and parenting websites. Ideal for CPG, apparel, retail, financial, and automotive brands.

Marketing, Promotions, and Distribution

Magnet Media is teaming up with Sway Group, a mom network that spans more than 40,000 blogs. Wynk will be distributed across the network. Magnet Media has also inked a deal with the Associated Press, under which AP will provide the moms on Wynk with breaking entertainment news.

Magnet Media is partnering with KickTV, a YouTube channel focusing on soccer videos and programming, to distribute Soccer Academy. KickTV is a partnership between Major League Soccer, Google, and Bedrocket Media Ventures. KickTV said its channel is on pace to hit 500,000 subscribers and 50 million views by next month. Magnet is also partnering with Alloy Digital DBG (formerly Digital Broadcasting Group), which will also help with distribution and ad opportunities related to the show.

For Rehearsal Space, Magnet has a distribution and monetization deal with INDMUSIC, the largest music-focused multichannel network on YouTube. INDMUSIC works with independent music labels to monetize their content on the video site. It features more than 200 channel partners, so far having generated more than 1.4 billion views and over 1 million subscribers. “We monetized the Harlem Shake meme on YouTube, so for those of you who watched, thank you for your money,” joked INDMUSIC Co-Founder and CEO Brandon Martinez.

What Magnet Media wants to do with its original programming slate was summed up by Founder/CEO Megan Cunningham: “On one hand we have genuine, passionate storytellers, who understand the type of stories audiences are seeking online. On the other hand, we have this unbelievable high-quality global distribution opportunity that is really in need of web-friendly stories. Magnet sits right in the middle.”

Programming

The Awesomes is an animated show for adults that combines the thrills of comic book storytelling with the irreverent comedy that is the hallmark of show co-creators Seth Meyers (SNL) and Michael Shoemaker (Late Night with Jimmy Fallon). Voices include Kenan Thompson, Bill Hader, and Taran Killam. Executive produced by Meyers, Shoemaker, and Broadway Video. Ten episodes, launching August 1, 2013.

From writer/director Nancy Hower and writer/star John Lehr, Quick Draw is a comedic half-hour western set in 1875 that centers on a Harvard-educated sheriff and his quest to introduce the emerging science of forensics to an unruly Kansas town. The series is co-created and executive produced by Nancy Hower and John Lehr and co-executive produced by Keith Raskin (Key & Peele, The League). Eight episodes, launching in summer 2013.

Behind the Mask takes viewers on a behind-the-scenes adventure into the world of sports mascots, through the eyes of four dedicated performers at the high school, college, minor league and NBA pro levels. Created by Josh Greenbaum and produced by Occupant Entertainment (Better Living Through Chemistry, The Wackness). Ten episodes, launching in fall 2013.

Co-written by and co-starring Tony Award-winner James Corden and Mathew Baynton, The Wrong Mans centers on Sam (Baynton), and Phil (Corden), two lowly office workers who become caught up in a deadly criminal conspiracy after Sam discovers a ringing phone at the scene of a horrific car crash. Directed and produced by Jim Field Smith (Episodes, Butter, She’s Out of My League) and executive produced by Mark Freeland for BBC. Six episodes, launching in fall 2013.

The following are Hulu Exclusive Series, which are made exclusively available in their first-run window to U.S. audiences on Hulu and Hulu Plus.

Mother Up is a 13-episode, half-hour animated comedy series chronicling the misguided attempts at parenthood of Rudi Wilson (Eva Longoria), a disgraced former music exec, as she transitions from the towers of Manhattan to the carpool line of suburbia. Eva Longoria (“Desperate Housewives”) and Mass Animation’s Yair Landau (“Cloudy With a Chance of Meatballs”) and Michael Shipley (“Family Guy,” “American Dad”) are executive producers. The series was developed by Rogers Media and co-produced by Breakthrough Entertainment and Bardel Entertainment, in association with Mass Animation. Mother Up premieres on Hulu and Hulu Plus in Fall 2013. Thirteen episodes.

Prisoners of War: Written and directed by Gideon Raff, this nine-time Israeli Emmy Award-winning series follows the journey of two soldiers as they return to their families after 17 years in an enemy prison. Starring Yael Abecassis, Mili Avital, Yoram Tolledano, Assi Cohen and Ishai Golan, all episodes will be available exclusively on Hulu and Hulu Plus from Keshet International. Fourteen episodes, launching May 28, 2013.

Moone Boy is a family comedy series about a young boy growing up in a chaotic and creative household in late 1980s Ireland. A semi-autobiographical series written by and starring Chris O’Dowd (“Bridesmaids,” “Girls”) as the imaginary friend of 11-year-old Martin, the youngest child in the large, loud Moone family. Moone Boy is a Sprout Pictures, Baby Cow, Hot Cod Productions and Grand Pictures production made available to Hulu and Hulu Plus from BBC Worldwide Americas. Six episodes, launching July 10, 2013.

East Los High is not your typical high school. Dance, sex, romance and mystery are at the heart of this inner city school in East L.A. where two teenage cousins, Jessie, a 16-year-old virgin, and Maya, a troubled runaway with a violent past, fall in love with Jacob, a popular football player. A Hulu Exclusive Series, “East Los High” features an all Latino cast, director, writers and creators-many hailing from East L.A. Twenty-four episodes. Produced by Population Media Center in association with Prajna Productions, Into Action Films, and The Alchemists, launching June 3, 2013.

Hulu will also premiere new daily, half-hour episodes of two long-running soap opera franchises: All My Children and One Life To Live. Produced by Prospect Park, launching April 29, 2013.

Marketing, Promotions, and Distribution

A small but important thing to note: Hulu called its event the “Hulu Upfront,” which indicates how the video company views itself and the content it’s developing and offering.

“Our advertising mission is to be the world’s most effective video advertising service, and we are well on our way,” said Andy Forssell. He cited comScore stats, which ranked Hulu first in time-spent among ad-supported video sites. “Hulu viewers stay with us for 45 minutes per session, without fast-forwarding or skipping ads,” he said, adding that Hulu also delivers 1 in 3 of all “premium video ads” in the US.

Hulu shared a bunch of growth/consumption numbers:

• Hulu Plus subscriptions doubled in 2012 and in Q1 2013 surpassed 4 million.
• Hulu is available on more than 350 million connected devices, including smartphones, set-top boxes, gaming consoles, and connected TVs (this number does not include PCs).
• The company streamed 1 billion content videos in a single quarter for the first time in Q1 2013.
• Mobile will account for approximately 15% of video consumption on Hulu in 2013-2014.
• “Living-room viewing” is now 29% of content consumption on Hulu, according to acting CEO Andy Forssell.

The company also shared some business and content numbers:

• 2012 revenue: $695 million
• More than 470 content partners across Hulu and Hulu Plus.
• Approximately 57,000 hours of video are currently available on Hulu and Hulu Plus. The encompasses more than 70,000 full TV episodes and nearly 2,500 TV series.

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Programming

Chasing: Returning. Timing: Q4 2013. Target demo: P12-24/18-34. A music-based reality competition that features fans of a certain musician/band competing in a series of road challenges in order to win the ultimate prize of getting to meet that musician. The challenges will all be inspired by the featured artist’s life and music. Season 1 featured DJ Steve Aoki.

Dorm Biz: Timing: Q3 2013. Target demo: P18-34. A reality competition series in which ambitious and entrepreneurial students try to launch new businesses from their dorm rooms. Dorm Biz will feature student teams from different universities competing against each other in a series of challenges as they compete for the top prize: funding for their start-up. The series will also bring in well-known business experts to serve as mentors. These experts, who will also listen to the final pitches and determine the winner, include Mark Cuban and Michael Dell.

Dropping the Soap: Timing: Q3 2013. Target demo: P18-34/25-34. Previously announced by Alloy Digital DBG back when it was Digital Broadcasting Group, this series comes from Executive Producers Jane Lynch (Glee), Lisa Kudrow (Friends), Dan Bucatinsky, and Dan Ross. It follows the antics of a fictional television network executive, who wants to shake things up on a long-running soap opera (“Colliding Lives”) by using every hacky gimmick in the book.

30 Days to Popular: Timing: Q3 2013. Target demo: P12-24. Scripted comedy about two best friends who work their way to the top of the high school food chain. Unfortunately, one of the girls, Lauren, finds out that her charms have no effect on the guy she has a crush on.

Encore: Timing: Q2 2014. Target demo: P18-34/25-34. A non-scripted comedy that reunites former cast members of a high school drama club and documents their attempt to put on another show. Encore will follow the cast through the entire rehearsal/production process, spotlighting creative and personal struggles and successes along the way.

The Espressologist: Timing: Q4 2013. Target demo: P18-34/25-34. From Vuguru, this series is based on the young adult novel from Kristina Springer. It follows a twenty-something barista named Chelsea, who plays matchmaker for her friends and co-workers by pairing them based on their drink of choice. But, the question is (as it always is in such situations): “will she ever make a match for herself?” The show and the book are inspired by Jane Austen’s Emma.

Clevver HQ: Timing Q1 2014. Target demo: F16-24/18-34. A weekly roundtable show focusing on pop culture news, stories, events, and trends. Alloy says the hosts will discuss and compare notes “in a real-time format that enables immediate audience interaction through social media.”

Smosh: Alloy’s top YouTube brand. The channel features comedy sketches from the Smosh duo, Anthony Padilla and Ian Hecox. Smosh also features an off-YouTube website. Smosh currently offers access to more than 14.7 million subscribers across five YouTube channels, all of which have combined to generate 3.2 billion streams to date. The property also reaches more than 5 million social media followers and is pulling in 1.5 million monthly unique visitors to Smosh.com.

Marketing, Promotions, and Distribution

For Smosh, Alloy is offering advertisers a bunch of partnership opportunities, including custom options for the main Smosh YouTube channel, as well as spin-off programs like Lunchtime with Smosh, If Movies Were Real, Food Battle 2013, and Smosh Games.

As for the original slate Alloy showcased at the event, most of the series are offering title, presenting, and supporting partnership opportunities. What’s interesting is that some of the shows are still very early on in the development process — their previews didn’t feature any filmed clips from the show (because in some cases those shows haven’t started production just yet).

Eric Danetz, EVP/Sales at Alloy Digital, told me that this way Alloy is offering advertisers the ability to partner early on in the production/development process. “Agencies are coming to us and asking to actually have a piece of the IP,” he said.

He announced that Alloy plans to speak one-on-one with advertisers to discuss how they can be involved with the programming that was unveiled during the NewFront.

It’s also important to keep in mind Alloy’s acquisition of the (now former) Digital Broadcasting Group: DBG’s portfolio includes a video syndication network that reaches 2,600 publishers, its CLiP video player (which also features original programming produced by DBG), and a suite of pre-roll ad units. Add these capabilities with Alloy’s existing reach among 12-34 year olds, which spans content verticals like women’s lifestyle, men’s lifestyle, comedy, entertainment, and gaming, with an overall reach of over 90 million consumers per month (comScore), and Alloy has a pretty sizeable media offering for advertisers. In fact, the acquisition was described in part as a way to push Alloy into new content verticals, including tech, health, travel, and sports (for ex: DBG Sports currently produces NCAA football and basketball highlight packages), as well as extend the company’s reach to audiences outside of the P12-34 crowd.

Programming

AOL announced 15 new web series for numerous AOL On channels.

Entertainment

City.Ballet: Enter the graceful but competitive world of the New York City Ballet through the eyes of executive producer Sarah Jessica Parker. Produced by Pretty Matches Productions and Zero Point Zero Production.

#CandidlyNicole: Nicole Richie stars in a new series based on her twitter feed. Produced by Telepictures Productions and World of Wonder with executive producers Nicole Richie and Michael Baum.

Sports

My Ink: From award-winning producer Mike Tollin, big names in sports share the personal stories behind their tattoos. Produced by Mandalay Sports Media.

Food

Anthony Eats America: Actor and comedian Anthony Anderson eats his way across America one kitchen at a time, as he connects with home chefs to learn the secrets of their signatures dishes. Produced by Principato-Young Entertainment.
 
Now Eat This! Italy with Rocco DiSpirito: Chef and New York Times best-selling author Rocco DiSpirito visits Italian mamas in their homes in Sorrento, Italy to learn how to make authentic Italian dishes healthy and under 350 calories.

Style

Inspiration Point with Jonathan Adler: Designer and author Jonathan Adler shares his perspectives on creativity, inspiration, and adding style, craft, and joy to your life. Produced by AOL Studios.

The Sartorialist: Photographer Scott Schuman searches the city streets for amazing fashion as well as the stories behind the style.

Fuego Your Life: 25-year-old Colombian-born Latina spitfire Sandra Vergara shares her spicy secrets to style and beauty in this new digital girls’ guide. Produced by Telepictures Productions.

Health

Second Chances: Gwyneth Paltrow and Tracy Anderson spend time with women who’ve overcome hardship, injury, and setbacks to triumph in the face of adversity.  Produced by Ryan Seacrest Productions.

Tech

Hardwired: Millennial tech gadget guru and digital influencer Justine Ezarik aka iJustine explores the latest in wearable technology. Produced by AOL Studios.

The Future Starts Here: Founder of the Webby Awards Tiffany Shlain explores humanity’s evolution with technology.

Autos

Flat Out: High end documentary series following 17 year old NASCAR rising star, Dylan Kwasniewski, in his quest to become a top NASCAR driver. Produced by Vuguru and NASCAR Productions.

Parenting

Fatherhood: Emmy Award-winning actor Hank Azaria wrestles with the challenges that come with being a first-time father. Produced by BermanBraun.

Business

Funded: Discover crowd-funded small business success stories with author, comedian, and entrepreneur Baratunde Thurston. Produced by AOL Studios with Cultivated Wit.

Acting Disruptive: Features Hollywood’s biggest names away from the cameras as they launch tech and new media start-ups. Hosted by Max Lugavere and produced by Tribeca Enterprises.

Marketing, Promotions, and Distribution

AOL will distribute the new shows on AOL On and across 1,700 partner sites. “Consumers are watching web video everywhere and all the time — on their plasma screens, in their living rooms, on their mobile phones, and on their tablets,” said Karen Cahn, GM/AOL On Original Video. “We want to bridge the gap between the TV world and the digital world. We want to bridge the gap in quality. We want to bridge the gap between platforms,” said Ran Harnevo, SVP/Video at AOL.

AOL’s Internet talk show HuffPost Live, which debuted in August 2012, has been picked up by AXS TV, the network backed by Mark Cuban, CBS, Ryan Seacrest Media, AEG and CAA. The interactive video-chat talk show, which centers around politics, current events and pop culture, will continue to be available for free on live.huffingtonpost.com. The show will premiere on AXS TV on May 13, running for six hours from 10a to 4p.

AOL Be On: A new end-to-end branded entertainment offering, from creation to syndication and measurement. The first partnership under the Be On umbrella is with the Roma football club in Italy and Nike. The video, which was unveiled during the NewFront, will roll out in the US, Europe, and Asia.

A big story yesterday was Nielsen‘s announcement that it plans to begin testing a tool to measure online TV audiences with a new product called Nielsen Digital Program Ratings. The pilot program will run from May to July, with NBC, Fox, ABC, CBS, Univision, Discovery, and A+E on board to participate. AOL is also participating, the only digital video provider to do so at launch. If all works well, a commercial rollout will take place later this year. It will primarily allow networks to track views on their own desktop websites. Ran Harnevo stressed how AOL’s involvement with Nielsen’s product testing will position AOL as a provider of video inventory that is comparable to TV, as they will all be measured alongside each other.

On a similar front, AOL announced a partnership with FreeWheel that will allow TV buyers to buy digital/online video via a system they already use to buy and manage their TV campaigns. The partnership’s third member is Mediaocean, a provider of media-buying software for TV buyers. Mediaocean has integrated its technology with FreeWheel’s new FourFronts solution, which will make it possible for agencies to access premium video inventory from digital publishers alongside TV inventory. AOL is the first digital media company to sign up for this offering, though FreeWheel plans to bring in more content providers.

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A CYNOPSIS MESSAGE

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Programming

CBS Interactive announced eight new web series to add to its current portfolio of 88 web series and 80 live content specials that the company produces and distributes across its network of digital properties, including CBS.com, CBSSports.com, CBSNews.com, CNET, and GameSpot.

CBS.com:

Baker Street Irregulars: An original web series that will serve as a companion to CBS Television Network’s hit detective series, Elementary. The web-only show follows a bunch of characters as they assist the modern-day Sherlock in solving cases.

Person of Interest: Animated: Based on CBS Television Network’s Person of Interest crime procedural from Jonathan Nolan (The Dark Knight trilogy), the animated series will serve as an extension of the hit television show.

CNET:

Next Big Thing: A show that taps into CNET’s video coverage of the tech industry’s major events (like CES) to highlight new digital products and pinpoint where the digital world is headed.

CNET Appliances: Coming this fall, CNET will expand to provide video reviews of smart/connected home appliances. This includes everything from refrigerators and dishwashers to home automation systems and even smaller appliances like Wi-Fi enabled coffee-makers.

CNET Espanol: Another CNET expansion, this one into the US Latino market. CNET will provide tech/digital breaking news, trends, and reviews.

GameSpot:

GameStart: Follows a group of gaming start-ups as they try to navigate the world of crowd-source funding on Kickstarter.

Baller Status: Think of it as MTV Cribs meets Machinima, sort of. This series will take viewers inside the homes of pro athletes, entertainers, and gaming personalities, and then feature them playing and competing with others in their favorite video games.

GameCrib: Season 2. A “behind-the-scenes” look at the lives of pro gamers. Starring pro-gaming team TSM Snapdragon, this series will document their world, which includes training, tournaments, and drama.

CBS Interactive also highlighted recently launched web series on CNET (Hooked Up, On Cars, and Always On), CBSSports.com (Fantasy Football Today), and CBSNews.com (60 Minutes Overtime).

Later – Sahil
Sahil Patel, Editor for Cynopsis Digital
05.01.13

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