CYNOPSISDIGITAL
01.21.16
Good morning. It’s Thursday January 21, 2016, and this is your first early morning digital briefing.
TOP NEWS
Looks like Netflix isn’t ready to rely entirely on original content just yet. Chief Content Officer Ted Sarandos confirmed that the company is currently in renewal talks with Warner Bros. and CBS, which jointly own the CW network. Netflix featured CW content on its service as part of a deal running from 2014-2015, and the company wants to keep things going. “It’s great programming,” said Sarandos on an earnings call. “We have a great relationship with Warner Bros. and CBS on that deal, and we’d like to continue it.” Netflix will have competition; the content in question is currently up for bidding.
NEW PROGRAMMING + DEALS
YouTube and Sundance are doubling down on their partnership. For the fifth straight year, the Google-owned video-sharing site will be the presenting sponsor of the Sundance Film Festival Shorts Program. YouTube will also present the post-fest Short Film Tour, bringing the winning shorts to more than 50 U.S. art house cinemas. On top of that, YouTube and Sundance will be providing two digital media-focused panels at the festival. They’ll take place on January 23 and 24th – learn more about them here.
Filmmaker and comedian Kevin Smith has launched a new YouTube channel in partnership with the MCN Defy Media, featuring a video podcast of his Fat Man on Batman podcast. (Why Batman? Smith is a comic book fanatic. Why Fat Man? That’s self-explanatory.) The first episode of FMoB debuted on the channel earlier this week. The Defy partnership doesn’t end there: Jason Mewes (the Jay to Smith’s Silent Bob) will team with Smith to co-host What’s in the Box with Jay and Silent Bob, a new talk series for Defy’s recently-launched streaming service ScreenJunkies Plus. Smith’s new partnership with Defy was first reported by The Hollywood Reporter.
Well that was anticlimactic. Rumors briefly swirled yesterday that News Corp had taken an interest in buying Twitter. Twitter’s stock prices spiked – and then promptly fell to earth when a News Corp spokesperson said the rumors were untrue.
You wonder how Lebron James finds time to dunk a basketball. Uninterrupted, the NBA star’s entertainment network, has teamed with Blue Ribbon Content (Warner Bros.’ short-form digital studio) to produce Now We’re Talking, a sports-centric scripted comedy series. It’s slated to debut this spring, exclusively on Verizon’s Go90 streaming service.
Altered Carbon is coming to Netflix. That might sound like some kind of mundane chemistry lecture, but it’s actually the title of Richard Morgen’s award-winning sci-fi novel, as well as a new 10-episode series adaptation. The new show, from production studio Skydance Television, is the brainchild of creator, writer, and EP Laeta Kalogridis. Learn more here.
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With dollars steadily shifting to audience-based ad buying and technology ramping up, you can’t afford not to get up to speed on this fast-changing ecosystem. By joining Cynopsis on Thursday, January 28, for the webinar, Programmatic TV 2016: The Keys to Mining Data and Measurement, your team will get the tools they need to understand the opportunities and challenges of unprecedented behavioral targeting.
It’s only one week away, so grab your spot today! Questions? Contact Trish Pihonak.
OTT + SVOD
190 countries may be a lot – but as of yet, Netflix has failed to launch in the biggest one. And that may or may not change in the immediate future. “This could be many years of discussions… or it could be faster than that,” said Netflix CEO Reed Hastings in the company’s earnings call, discussing the company’s efforts to launch in China. China has stringent rules for streaming services, including significant censorship regulations. The company, Hastings has acknowledged, will have to clear up a lot of red tape – and maybe blur out the odd bit of nudity – before it can debut in the world’s most populous country.
MHz Networks has chosen the TV Everywhere and OTT Platform provider Anvato (and Anvato’s Media Content Platform) to power the relaunch of the MHz Choice OTT network. The service features international crime fiction and dramas. The subscription cost is $7.99 per month.
VIRTUAL REALITY
This is what a ringside seat looks like in 2016. Live VR company NextVR has partnered with Fox Sports to broadcast the upcoming January 23 Premier Boxing Champions matches live in virtual reality. It will be available for free on the Samsung Gear VR headset, via the NextVR app. In an email to Cynopsis Digital, a spokesperson for NextVR was bullish on the company’s viewership prospects. “We anticipate our audience growth to expand in the immediate future. The install base of potential viewers is already well into the millions, and we had viewers from 120 countries for a recent Democratic Presidential debate in late 2015,” the company wrote. “In regards to VR technology being costly for some users, Qualcomm announced a new partnership with NextVR to bring virtual reality content to any mobile device with the latest chip, the Qualcomm Snapdragon 820 processor. We expect VR streaming to become more mainstream through mobile devices in the future, and help make VR technology more accessible.”
ADVERTISING
When’s the best time to try out a new advertising feature? During the Super Bowl of course. Google is getting into the real-time ad game, launching a new feature for YouTube and Google’s Display Network that will allow advertisers to run pre-uploaded ads at a time of their choosing. In other words, advertisers will get the chance to operate on the fly, timing ads to run after specific big events and moments. Time will tell whether the new Google feature can compete with Twitter, which not only allows for real-time ads, but also allows marketers to create ad content at a moment’s notice (as opposed to uploading them in advance, as is necessary with Google’s new product). The website-development company Wix is onboard, with plans to run an ad under the new format during Super Bowl 50 on February 7.
Yahoo announced that programmatic native advertising will now be available on its BrightRoll exchange; publishers and advertisers will now be able to bid on native mobile inventory. The BrightRoll Exchange, which is integrated with over 100 DSPs, enables access to thousands of sites and apps via real-time bidding, according to a press release.
AOL announced a three-year deal with the content marketing platform Taboola. The platform will be integrated across all of AOL’s brands, including AOL.com, TechCrunch, The Huffington Post, and others. AOL also announced that it has received the opportunity to take an equity stake in Taboola, and expects to do so. Taboola, which has worked with AOL since 2013, is known for placing content-recommendation widgets at the bottom of articles.
The programmatic advertising platform SpotX announced a partnership with mobile game publisher Gameloft Advertising Solutions, the ad tech arm of the game publisher Gameloft. The deal will enable advertisers to aim targeted video ads at gamers.
PLATFORMS + TECH
Is Apple building an Internet TV service? Depending on who you ask, the answer seems to run somewhere between “Yes,” “No,” “Maybe,” and “Sort of.” Last month, CBS’s Les Moonves suggested that Apple had pressed pause on developing the service. The latest exec to profess insider knowledge of the situation is John Skipper, the President of ESPN. “We are big proponents of believing [Apple] would be a fabulous place to sell some subscriptions,” he said in an interview with the Wall Street Journal. “We have ongoing conversations. They have been frustrated by their ability to construct something which works for them with programmers. We continue to try to work with them.”
RESEARCH
About three years after launching its Twitter TV Ratings, Nielsen is adding Facebook data into the mix. The Twitter TV Ratings will now be renamed Social Content Ratings and the product will launch in the U.S, Australia, Italy and Mexico in the middle of this year. Sean Casey, President of Nielsen Social, discussed the new product in an email with Cynopsis Digital. “On Facebook, in addition to engagement (e.g., likes, shares, comments) with ‘owned’ [content] posted from TV networks and brands, a lot of…conversations are taking place just between friends and family,” he wrote. “This ‘earned’ activity – consumers engaging not just with public accounts, but also with each other around TV programs – is what the industry has not been able to measure before, and what Social Content Ratings will measure for the first time.” It’s a great step forward for Nielsen, though Jason Klein, the co-CEO and co-Founder of analytics company ListenFirst Media, pointed out to Cynopsis Digital, “We measure all Facebook conversation (public and private) across not just the TV industry, but across all categories (films, advertisers, talent, brands, politicians, etc.). We measure earned as well as owned activity across all of Facebook, not just public accounts.” Cynopsis Digital publishes ListenFirst’s Television Interest Rating (TM) each week. Speaking of which…
The ListenFirst Television Interest (TVI) Rating (TM) is a standardized measurement of the most buzzed-about TV programs on linear TV and streaming services. A complement to ListenFirst’s other syndicated data products (such as the ListenFirst Digital Audience Rating – TV), the metrics included in the rating are the purest form of showing interest digitally, since they’re organic actions that are largely unaffected by paid media. Programs that surface on the TVI leaderboards are the most hashtagged on Facebook, Google+, and Tumblr, as well as most searched for on Wikipedia (used as a proxy for organic search volume).
Streaming Only (1/12/16 – 1/18/16)
Source: ListenFirst. The TVI Rating aggregates metrics that measure organically generated activity by fans of the TV show. The metric includes total volume of official hashtag mentions on Facebook, Google+, and Tumblr, along with Wikipedia page views (as a proxy for organic search volume) for a show as a percentage of the total volume of the same activities for all shows.
EXECUTIVE MOVES
At an age when many college grads are still living in their parents’ basements, 24-year-old Tamoor Shafi is already an executive. Relativity Media has named Shafi Chief Digital Officer. Shafi, who previously served as founder and CEO of the multi-channel media company Omni Media, will now oversee Relativity’s brand partnerships and digital marketing. He’ll also oversee Relativity Digital Studios, as well as Relativity’s digital platform Quantum. Looks like he’ll start paying off his student loans right quick.
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DIGITAL SPOTLIGHT
YouTube: the only thing that blitzes more than an NFL team. For the eighth consecutive year, the site’s AdBlitz hub will serve as the digital home for Super Bowl ads. Many of the ads will roll out days before their linear broadcast during the February 7 game. After the game, the hub will give users the chance to vote on their favorite ads. YouTube rolled out a highly entertaining teaser for AdBlitz 2016, starring Jake and Amir of CollegeHumor fame. Check it out here.
See you tomorrow,
David Teich
01.21.16
Roberta Caploe: Associate Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
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The post 01/21/16: Nielsen introduces Facebook measurements; Netflix wants to renew licensed CW programming; NextVR and Fox Sports to broadcast VR boxing event appeared first on Cynopsis Media.