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Advertisers, TV networks fight over streaming advertising charges

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Advertisers, TV networks fight over streaming advertising charges


Rob Master loves the idea of ​​showing ads on new Hollywood streaming hubs like Peacock, HBO Max and Paramount Plus. However, he wasn’t so fascinated by the costs demanded by the media company that owns the site.

NBCUniversal, WarnerMedia and others are looking for premiums from sponsors who want to attach ads to streaming shows. “There are problems we will face with advertisers, including ourselves. Ben & Jerry’s. “We are definitely’wow’,” said Master, vice president of media and digital engagement for Unilever, a large consumer goods company such as Dove, Hellman’s, Lipton and more I think the same.”

Madison Avenue and Hollywood are battling advertising rates for some of the most exciting new venues in the industry. Both sides admit that streaming video is a trend and young consumers are migrating from large audience TVs to favor on-demand binge sessions at streaming video venues such as Hulu, Tubi and Pluto. But that’s where the agreement ends. The entertainment world is trying to charge similar rates as primetime TV and the best sports broadcasts. And advertisers quite simply say that the initial video location didn’t get there.

“It’s undeniable that there has been a noticeable shift from linear to streaming. This is an area of ​​opportunity,” says Geoffrey Calabrese, CIO of Omnicom Media Group North America, one of the largest commercial stock buyers in the region. But the rate the TV company is pursuing is “it would have been a bit inflated at this point. You have to get the process right.”

Looking back and forth at a very new type of media, it shows how fast video streaming attracts consumers who have money for high-quality drama and comedy and advertisers who need to reach them in order to keep the revenue stream going. Rita Ferro, president of advertising sales at Disney, said, “This is the first time we are in a market driven by streaming conversations and not driven by linear conversations.

More to come in the future. In March, Fox Corp. proposed to investors that ad revenue from Tubi Streaming Outlets could exceed the revenue captured for the Fox Broadcasting Network. In a report filed with the U.S. Securities and Exchange Commission in March, Walt Disney Co. reported advertising revenues from Hulu, ABC.com and other direct consumer companies to $882 million, up 47% in the last quarter. I said that I did it. It has risen 5% on ABC.

NBCUniversal is already behaving as if streaming is here in the long run and has made the point of demanding Peacock’s rates on par with the traditional prime time. “In the COVID year, streaming consumption really became the norm as it passed the roof,” says Laura Molen, president of the company’s advertising sales and partnerships. “We are getting a lot of attention.”

But before planning the future, TV companies have to fight the present. What matters at the current talks is the measure called CPM. It’s an expression of the cost of reaching 1,000 consumers, centered on the industry’s annual “prepaid” talks when advertisers and TV networks bargain advertising inventory for next year’s programme. In an era of drastically declining TV viewers, networks are eager to replace it with streaming viewership. And they are often demanding a big CPM increase that exceeds the demand for traditional TV.

Madison Avenue needs to act fast. Buyers and sellers agree that there is a surge in interest in old-fashioned TV advertising. With a lower rating, big TV sponsors will have to buy more inventory to get a 30-second presentation in front of the basic level of consumer gaze needed to increase interest and awareness of their products and services.

However, acting quickly does not mean acting hasty. Advertisers know that networks can’t go beyond basic arithmetic. Aside from the soaring CPM, TV still earns most of its ad revenue from TV commercials for crowd-pleasing programs such as’The Masked Singer’,’Gray Anatomy’,’Sunday Night Football’ and’NCIS’. If your network wants a higher streaming rate, you may need to provide a variety of sweeteners for this, and you may need to reduce CPM demand for less popular places like small cable networks. You may also have to succumb to new demands for flexibility. Advertisers want to move their advertising costs to the places where the most likely customers are gathered. For example, if the company’s most probable consumer turns out to be streaming, why keep the money on NBC broadcasts? The network may not accommodate this concept.

Unilever’s master is who the network wants. According to advertising spending tracker Kantar, Unilever last year spent about $549.9 million on traditional media advertising. Of that, about $381.2 million (about 70%) were dedicated TV venues.

Management sees a lot of Madison Avenue’s potential in the new technology. Unilever is already Peacock’s charter sponsor and has worked with NBCU to test the new format and review related research. He believes the rise of streaming means a “new beginning” for the advertising industry and the many media companies that support it, as well as an opportunity to cut down on dozens of ads that plague existing TV viewers and create a “new handshake agreement”. It prevents consumers from being annoyed by ads that disrupt their viewing experience. Instead, his company and others say they could create new ads to help viewers shop and learn about the products they really care about, and they could potentially be more welcoming than Progressive’s Flo or State Farm’s Jake.

Unilever has experimented with a new kind of commercial that cannot be put on conventional TV. At Peacock, NBC tested ads that emphasized ads that consumers can request using voice technology and their ability to send more ads to consumers using data and interactive technologies that fit their lifestyle and buying habits.

But to prove the true worth of streaming, the Master says it needs to be available to more people to watch. “You need to have an eyeball to use the targeting feature, so you can charge a reasonable price. It all starts there.”

The network will not apologize for finding charges that some might consider offensive. TV executives are offering better programming quality than their up-and-coming rivals, and they believe the ability to niche audiences around those who want to watch a movie or buy a car is worth a bit.

Katrina Cukaj, who leads WarnerMedia’s ad sales and customer partnerships, says HBO Max: “You get what you pay for. The company will unveil a new ad-supported version of the service in June with a lower monthly fee than the one currently implemented. “It is a premium brand with a premium price.”





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Central Partnership, BF Films Partner on Horror Film ‘Schizophrenic’

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Central Partnership, BF Films Partner on Horror Film 'Schizophrenic'


Russian production and distribution powerhouse Central Partnership and Latin American film group BF Films announced their first co-production. Variety can be exposed.

“Schizophrenia” is a psychological horror film set in the real world of a serious mental disorder. Dark stories from real patients will be inspiring, and various schizophrenic symptoms, including conspiracy theories and altered reality perception, are part of the script.

The story was created by JP Jacobsen and the script is being written by Hernanny Perla (“Blink, “Revelation”, “Santería”), who has appeared twice on Hollywood’s blacklist. Perla is represented by Verve, Anonymous Content and attorney Marios Rush.

The film’s director and cast is currently scouting and will be announced in the coming months. The project will be filmed in English by an international team working in Russia at the end of 2021 or early 2022. Executive producers include Carlos Hansen, Partner and CEO of BF Films, Juliana da Cunha Jacobsen, Partner and Head of Acquisitions at the company, and Vadim Vereschagin, CEO of Central Partnership. .

“For over 15 years, we’ve been looking for the world’s best film projects and distributing them widely in Latin America,” Hansen said. “We know what works on our territory. Now is the time to work with our favorite international partners to develop and produce BF’s projects for the global market.”

Jacobsen said, “’schizophrenia’ is a vivid example of what BF Films is pursuing. “We all know that the horror genre is exploding around the world, and the challenge is to do something fresh to stand out in a complex market. This story has an interesting premise, two iconic female protagonists, and a lot of creative potential that we are sure will attract world-class talent.”

The film is distributed in Latin America by Central Partnership in Russia and BF Distribution. The company is also working as a partner to sell rights to other territories.

Vereshchagin said, “We are excited to start a new chapter in the history of Central Partnership and to start a joint project with our outstanding partner BF Distribution, one of the largest independent content distributors and creators in Latin America.” “’Schizophrenia’ makes a strong statement and is perfectly positioned to be a successful horror film. This story appeals to one of the most relatable human fears. It will be understood and felt by a wide audience not only in Russia and Latin America, but also around the world.”

The project was announced at the Key Buyers Event held online from June 8-10. Also on the slate of the Central Partnership during the KBE is “The World Champion” (pictured), a drama based on the legendary 1978 chess match between Soviet world champion Anatoly Karpov and dissident Viktor Korchnoi. the 1920s drama “December”, which follows the last days of Sergei Yesenin, a famous Russian poet and American dancer in love with Isadora Duncan; ‘Row 19’ is a psychological thriller centered on a young doctor and a 6-year-old daughter who is caught in a storm by her 6-year-old daughter on a red-eye flight.





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‘Love, Victor’ Season 2 Captures Parents’ Struggle to Accept Gay Son

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'Love, Victor' Season 2 Captures Parents' Struggle to Accept Gay Son


Spoiler warning: Don’t read if you haven’t seen season 2 of “Love, Victor” streaming on Hulu right now.

The second season of ‘Love, Victor’ (a spin-off series on the 2018 groundbreaking feature ‘Love, Simon’) begins where Atlanta teenager Victor Salazar (Michael Cimino) tells his parents he’s gay, where the first stops. Start. . After waiting a year, audiences will finally see how Armando (James Martinez) and Isabel (Ana Ortiz) react to their son’s announcement.

no scary – No tears or screams, no accusations or rejections. But at first, neither parent accepts who Victor is. Armando at least awkwardly asks about his girlfriend (i.e. an attempt to convince him that Victor can be with a girl) and wonders out loud when he decides he’s gay.

But Isabel remains silent. When Victor finally asks her to say something, she whitens.

“Well, I think I should get some rest,” she said, barely listening. “And we can talk about it tomorrow.”

When the episode ended 10 weeks later, Victor and Isabel still hadn’t talked about it. As the season begins, Armando attends a meeting of the local chapter of the LGBTQIA+ alliance support group led by Simon’s father Jack (Josh Duhamel), working to understand his son, while Isabel tries to accept the fact that Victor is gay. really struggling for

Co-showrunner Brian Tanen said, “It’s dishonest when he comes out and everything goes well. “In 2021, parents just want to hug their children and say that everything will be fine. But our job on this show was to tell a different opening story than what Simon had in the movie.” – Simon’s parents understood and embraced him almost immediately.

“Love, Victor” shows a different course, which is a bit more subtle. When Victor begins his first same-sex relationship with boyfriend Benji (George Sheer), Isabel doesn’t spend time with Benji, not to mention flinching and admitting that she’s dating her son.

Ortiz said about Isabel’s arc in season 2, “It’s going to sound a little weird, but I was actually a little excited when they told me,” Ortiz says. “It was really exciting to play. It was really different.”

In the stories that usually come up, a mother is someone who understands and is committed to her LGBTQIA+ children. Ortiz played the role perfectly as Hilda Suarez, fiercely protecting her young gay son Justin (Mark Indelicato) in ABC’s beloved telenovela “Ugly Betty.” So she enjoyed the twist.

“I thought Continuously” Ortiz says about the difference between Hilda and Isabel. “They are two sides of the same coin, right? Hilda will fight anyone who sees Justin in the eye. Isabel, on the other hand, thinks people are too clingy to her, her family, and to thinking of her as a mother. ‘How can you raise a gay son? If it were me, I wouldn’t make him gay. ‘ I’ve heard quite a bit from people in my community. ‘I do not know, no — Say he can’t be gay. Tell her you can’t do that. ‘”

Ortiz saw these dynamics at work within his family. She conveys how her late cousin Freddy devoted herself to her paternal grandmother Ramona, even though for a long time Ramona could not accept the fact that Freddy was gay. That dynamism helped inform Ortiz’s understanding of why it took Isabelle so long to support Victor.

“She’s not a monster,” Ortiz says. “She loves her son and loves her family. The road that got me in was to think about Freddie and Ramona and how much we all loved her in spite of its flaws. She was still there for Freddy, but there was always a little thing until it wasn’t there. Until the light changes.”

Ana Ortiz as Victor’s mother Isabel and George Sear as Victor’s boyfriend Benji in “Love, Victor”
Courtesy of Michael Desmond/Hulu

The “Love, Victor” writers also mined personal experiences that come to their parents as they craft Isabel’s journey this season. Postpone a difficult conversation with Victor to another day with Isabel’s initial reaction.

“The idea that there is no answer to people who don’t accept the idea that their parents are coming out right away is something we hear over and over,” Tanen says. “The idea that the parents are just hesitant and don’t want to say one side or the other is a bit shocking for A and B doesn’t want to say anything negative, but they are traveling.”

One of the biggest stubbornnesses between Victor and Isabel is Victor’s refusal to tell his brother Adrian (Mateo Fernandez) that he is gay. This is a development that stemmed from a small argument when “Love, Victor” first moved out of their home. From Disney Plus to Hulu Before Season 1

Tanen said this move helped the show, allowing Season 2 to portray the sex life of Victor and Benji in a rare, candid way, but decided that “Love, Victor” couldn’t be on a more “family-friendly” Disney Plus. “It sparked an interesting conversation in the writer’s room about whether LGBT issues are inherently more adult.”

“They are in some ways a discussion of sexuality, and sexuality is more of an adult subject,” he continues. “We wanted Isabel to think about whether it’s okay to have these conversations with the kids. Of course it is. This is a conversation about people. are.”

When Adrian learns that Victor is gay, he accepts it without thinking again, and Isabel faces the biggest obstacle between her and Victor: a lifelong commitment to the Catholic Church. Early in season 2, Isabel also asks her bride about Victor. He advises her to help her son get back to Jesus, that is, stop homosexuality.

“When Victor agrees to be reluctant to come out, she doesn’t want to hear it,” Tanen says. “Looking at her face, she wants the bride to turn her around on this matter. Her heart and mind are elsewhere.”

Later, when Adrian tells Isabel that the bride hinted that Victor’s soul is in danger, there is the same light switch moment Ortiz’s grandmother had with Ortiz’s cousin Freddy, and she marched into the bride’s room to announce him. do.

“I was brought up to believe in a lot of ugly things, Dad,” she says. “It seems like it will take me to forget the rest of my life, but I will.”

Ortiz liked the scene, but said the director had to keep reminding her to reverse her reaction. “My instinct is, ‘Free me!'” she said with a laugh. “But that’s not Isabel. She still conquers a lot more about it.” (Still, Tanen remembers “people clapping” after the scene ended while she was reading the table for the episode.)

Tanen, who’s been writing Ortiz’s scenes after “Ugly Betty,” wrote the second episode of the season, in which Isabel finally tells Victor the desperate story he wants to hear: “I accept you, Victor. I love every part of you.”

That kind of happy ending doesn’t reflect every parent’s reaction to their child’s sexuality, but Tanen says it fits the larger mandate for “Love, Victor” to avoid the trauma of coming out.

“We want to feel inspired and uplifted at the heart of the show,” he says. “It can be an emotion in a writer’s room when people recall their journey, but it can also be incredibly cathartic. And it’s also a chance to make some wishes come true. Even if it’s not perfect, it’s an opportunity to rewrite history to show the LGBT audience, ‘This is the way to go.'”

Even telling queer stories in place empathy can lead to unexpected places.

“It is now a little easier to talk to someone in the family. [homophobic] Look,” she says. “Before I go to dinner and have a screaming argument. Now I think we can talk to them and take a closer look at them from their side.”

“I think it’s really important to have those conversations. “Now everyone is so angry. I mean, the world is upside down. But when it comes to family, when it’s a loved one… You can keep these conversations calm. And you can watch the show with them and say, ‘Now we can talk about it.’”





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‘Catch up on Kardashian’ is over, but the marathon continues at E!

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'Catch up on Kardashian' is over, but the marathon continues at E!


After 20 seasons, the Kardashian-Jenner family signed “Keeping Up With the Kardashians,” with the series finale airing Thursday night heralding the end of the reality TV era. But that’s good news. Dolls: Long after the family moves to Hulu, fans can watch the “KUWTK” marathon on E!

E! reserves the rights to the juggernaut franchise Variety I found out that the NBCUniversal cable company owns the “Keeping Up” library and can continue to air episodes even if the family is deeply involved in their new contract with Hulu.

In addition to being able to air on E!, seasons 1 through 19 will continue to stream on Peacock and Hulu, with season 20 available on both services in 2022 under existing streaming deals.

Throughout the original run of “KUWTK,” the reality show was able to binge on Hulu. Hulu’s high engagement among its consumer base has proven to be a good synergy and is part of the reason families are moving to Disney-owned streaming services.

Kardashian-Jenners is expected to bring new shows to Hulu and Disney’s Star international streaming service starting later this year, but details about the content, format, or number of projects have not been announced. Announced in December 2020, the deal was set up with the families of Kris, Kim, Kourtney, Khloe, Kendall and Kylie.

“Keeping Up” aired in 2007 and revolutionized reality TV, popular culture, and celebrity definition. The flagship show ran 20 seasons and 9 spin-offs, featuring 440 episodes and approximately 20,000 hours of footage for a total of 38 seasons. E!’s smash hit “KUWTK” was a major player on Cabler in its final season, and as the series aired in 90 and 20 countries, it garnered an impressive audience and major advertising dollars not only domestically but also worldwide. other languages.

Last deal the Kardashian-Jenners made with E! Networks and families have commented on the sizable salary, but it was reported at $100 million in 2017. Hulu trading terms were not disclosed.

Although it cost the family quite a bit, E!’s return on investment has been worthwhile not only for its fresh content, but also from its well-received iterations, even if it’s already aired multiple times. The marathon in “Keeping Up” has been a staple of E!, filling a lot of airtime almost every day.

E! Although they haven’t made any programming announcements about how the “Keeping Up” iteration will fit into their future schedule, the show’s immense success and deep-rooted fan base will likely allow cable producers to take advantage of franchise ownership for years to come. will come

Actually the series is over, but E! There’s more Kardashians content to catch up with. Before the family officially leaves for Hulu, Andy Cohen will be reuniting with the family for the first time. June 17th at 8pm and June 20th at 9pm Part 2 special broadcast





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