Posts Tagged ‘social’

USA’s Ad Campaign for Its Hacker Drama Mr. Robot Doesn’t Mince Words

May 1, 2015  |  Media Week  |  No Comments

The marketing department at USA Network must have been worried people would think the lead character of its new hacker drama was pro-establishment—because the posters for the show, Mr. Robot, are anything but subtle. "F*ck Wall St.," "F*ck Social Media, "F*ck Society" and "F*ck the System" reads pretty much the only copy in four blustery ads that can't but evoke FCUK, except that the guy in the images, actor Rami Malek, is wearing the Mark Zuckerberg anti-fashion uniform of a hoodie (even though it turns out Facebook is now, apparently, officially The Man). USA deserves credit for not mincing words, and speaking truth to power, especially about the whole finance thing, given the sorry state of affairs—parent company NBCU's parent company Comcast has a market cap of only $149 billion. But at least in the trailer, there seems to be some grand Robin Hood caper brewing, toward the mass redistribution of wealth. (If the plebes can't have it in real life, they might as well get it in their fiction.) It was probably inevitable that someone would make a TV series about a good-looking, bad-boy hacker with a heart of gold, because everyone knows hacking is about being a revolutionary—not about old rich white men transferring their money to young white men who use it to fund fanciful whims that every once in a while turn out to be viable businesses. But in all seriousness, the show looks like it might actually have some potential—Christian Slater plays some lord of the digital underworld—so long as it doesn't include any mega virus monsters that infiltrate digital air conditioners to release a neuro gas.

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The Future May Belong to Web and Mobile Video, but TV Will Survive

April 27, 2015  |  Media Week  |  No Comments

Television is dead! Long live television! This, the ancient cry of royal succession, is entirely appropriate to herald what's happening right now—literally before our eyes—to the medium of television. TV has ruled our lives and lifestyles, our news and entertainment, our politics and (through advertising) our economics since network broadcasting began in 1949. And now its sovereignty is over. Randall Rothenberg Illustration: Alex Fine "Linear TV has been on an amazing 50-year run, [but] Internet TV is starting to grow," Netflix CEO Reed Hastings said earlier this month, in announcing superb earnings for the streaming TV pioneer. "Clearly over the next 20 years, Internet TV is going to replace linear TV." Far be it for me to disagree. For what are the Digital Content NewFronts but an example of the revolution that is roiling television's half-century hegemony? Well, pssst, buddy, let me let you in on a little secret: The princeling that's replacing television … is television. Like the British monarchy or any long-lived royal line, TV has proved remarkably resilient and adaptable during its history. From black-and-white to color, from broadcasting to cable, from 15-minute newscasts to 24-hour news networks, from The Beverly Hillbillies to Mad Men , from wait-until-reruns to on-demand, television has been, is and probably will remain a near-perfect evocation of Darwinism, evolving rapidly to meet changes in technology, consumer interests and marketing needs. True, the changes television is undergoing now are breathtaking, in volume and speed. Prime time has become an anachronism. Today, Emmy-winning, high-quality shows, once the domain only of a specific time and device, are available across multiple devices at any hour of the day. We rarely sit down together as families and friends to watch a TV show after dinner. We watch the programming we love, on our own, several times a day, wherever we happen to be. And that family and friends with whom we hashed it over? That would be our social graph—an ever-present (and ever-growing) real-time feedback loop. The once-unmatchable power of the 30-second spot is also on the decline

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MTV Wants To Make Millennials Scream

April 22, 2015  |  Media Week  |  No Comments

If MTV wanted to make it clear that it was the network for millennials, it did so with aplomb during its 2015 upfront presentation at New York's Beacon Theater Tuesday night. Featuring its top hosts and a concert by pop singer Jessie J, the network showcased what it would have to offer through the lens of the youth themselves. "All these MCNs (multi-channel networks) saying TV is dead, they are in our offices begging to be on MTV," Girl Code host Nessa said on stage. The network introduced eight new series, renewed 10 others — and announced a whopping 85 more shows in development. Returning shows include: Girl Code Teen Wolf Catfish: The TV Show Teen Mom 2 Awkward MTV president Stephen Friedman explained his slate of shows express millennials' "unbridled optimism" despite the fact that their "big dreams are harder to achieve." "It means layered and ironic entertainment," Friedman said. "The virtue they value above all others is hustle." Among the new shows: America's Best Dance Crew All Stars: Road to the VMAs which will focus on dance teams as they take on VMA-themed challenges. Middle of the Night Show: A late night talk show developed with College Humor, in which host Brian Murphy arrives unannounced in a random celebrity's bedroom and convinces the star to be the show's co-host on the spot. Scream: The TV Series, based on the hit 90s horror series by Wes Craven, debuting June 30. MTV has updated the iconic slasher films for modern times, complete with references to connected homes and extremely rapid text messaging. (Sadly, Ghostface has gotten a makeover. The new mask is still spooky, but we have to admit we're a little nostalgic for the vintage look.) If you needed further proof the 90s are back, MTV will also air Follow The Rules, a reality TV show about rapper Ja Rule. Despite the fact many of MTVs key demographic is too young to have experienced hits like "I'm Real" and "Put It On Me" while they were on the charts, MTV proudly touted the half-hour documentary series as a way for fans to keep tabs with the entertainer as he raises his family of teens and college-aged kids. Echoing previous moves to include more online influencers in its programming, MTV will also be adding Todrick, a reality TV series debuting Aug. 31 about YouTube star Todrick Hall—who has amassed more than 180 million views on the platform—as he creates dance and music videos. It is also developing a scripted comedy series around Vine star Logan Paul, who has more than 7 million followers on the app and 20 million Vine views. The series will chronicle Paul's early days as an social media star. Throughout the event, MTV prided itself on being able to connect marketers with the young demographic they covet.

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USA Network Is Trying to Reach Millennials With More Dramas and More WWE

April 7, 2015  |  Media Week  |  No Comments

USA Network understands that audience demographics are changing. To further appeal to the mainstream, the NBCUniversal property is working on a new strategy to reach millennials. USA announced Tuesday at its 2015 Upfront press breakfast in New York that it is banking heavily on dramas, starting this summer, and shying away from its traditional half-hour scripted comedies. The network is placing its biggest bet so far on

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Infographic: What Digital Stats Can Tell Us About Mad Men, Game of Thrones and Daredevil

April 3, 2015  |  Media Week  |  No Comments

Between 1 million and 2 million people will watch the return of Mad Men on Sunday night, but based on digital buzz, it seems only die-hard fans and not newcomers will be tuning in. Digital research from publisher and social media agency Moviepilot predicts that showrunner Matthew Weiner's sublime 1960s drama, now in the conclusive second half of its final season, will not break from its core audience and into more living rooms. "In the week leading up to the Season 7, Part I, premiere [in 2014], search volume for Mad Men was approximately 118,000," explained Moviepilot CEO Tobi Bauckhage. "And by Season 7's mid-season finale, [weekly] search dropped to 93,000. What we're seeing now is yet another drop, down to 88,000 searches. It would appear awareness and inquiry around Mad Men has steadily dropped over the past year plus, so another dip in ratings wouldn't come as a surprise." The Season 7 mid-season finale drew an audience of 1.9 million viewers . Bauckhage's company dug deep into social, search and video data to give marketers an idea of how much buzz—or lack of buzz—April TV premieres are getting. Check out what it learned about Mad Men, Game of Thrones and Daredevil's digital performance in the stats and infographic below. Mad Men On Twitter, the AMC drama has been picking up speed heading into Sunday's premiere, with an average of 2,000 tweets a day. That skyrocketed to 14,300 tweets on March 24, after news broke that leading man Jon Hamm had checked out of rehab, per Moviepilot. According to the Los Angeles-based company, search is the most predictive digital metric of TV viewership for people 35 and older. A week before the season premiere, Mad Men's Google performance looked only decent, with roughly 88,000 searches. Moviepilot's research also showed that Mad Men is weak on YouTube, where clips and trailers for the upcoming season barely eclipsed 1 million views as of April 1. "And while other factors certainly contribute, the substantial decline in premiere and finale ratings for Mad Men over the past two years largely reflect those social metrics," said Bauckhage. "Interesting that a show about savvy marketing has—at least to some degree—missed the boat on the social media revolution." Game of Thrones This HBO juggernaut is, not surprisingly, a social media phenomenon, with 14.5 million likes and more than 62 million views on Facebook for its various clips, as of this week. Mad Men and Daredevil combined for less than 3 million likes and 7 million views. And there were 380,000 tweets about GoT in the final week of March, per Moviepilot. That's pretty phenomenal when you consider that the much-hyped film, Furious 7, which premieres today, amassed 247,000 tweets during a week in mid-March, according to the company. Daredevil How will the first season of Marvel's Daredevil go when it debuts on April 10? Well, it appears that may largely depend on men—the Netflix show's Facebook audience is 98 percent male, with about 153,000 fans.

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Kal Penn Is Bringing Big Data to the Masses With New Nat Geo Show

March 24, 2015  |  Media Week  |  No Comments

Specs Who Kal Penn Age 37 Claim to fame Host and producer of National Geographic Channel's The Big Picture with Kal Penn

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Can Data Help Maker Studios Guarantee a Hit for The Walking Dead’s Robert Kirkman?

March 9, 2015  |  Media Week  |  No Comments

In a heated exchange before a judge, YouTuber Commander Holly (real name: Holly Conrad) faces off against actress Tina Huang. The issue at hand is one that has divided many a Trekkie: William Riker, yay or nay? Welcome to Nerd Court, where arguments that one might normally witness at a comic book store instead are heard in a "court of law,"

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Could Snapchat Be a March Madness Player This Year?

February 17, 2015  |  Media Week  |  No Comments

March Madness, the annual rite of spring for college basketball fans—and a marketing bonanza for brands—is upon us once again (starting March 15 and ending with the championship game April 6). The three-week hoops tourney generated more than $1.1 billion in TV revenue for media rights holders CBS and Turner in 2014, per Kantar, and both networks expect to see more gains thanks to growing digital investments from sponsors like AT&T , Coca-Cola and Capital One. The NCAA's 68-team competition has become a cross-platform juggernaut, and CBS and Turner are leveraging social media labs, mobile video production houses and marketing stats centers in New York, San Francisco and Atlanta to serve an increasingly connected and social audience. New York-based Time Warner Media Lab, in particular, will assist sponsors with enough March Madness data to let them assess their business Xs and Os. "We have eye-tracking biometric equipment where we hook up respondents to measure heart rate, skin response, breathing and nonconscious responses to advertising," explains Will Funk, Turner Sports' svp of sponsorship sales, integration and branded programming. "It's serious research." Funk's division—which works arm-in-arm with CBS and the NCAA—runs the point on all of March Madness' digital and social extensions. He predicts a record-breaking year for revenue, adding that online inventory will be sold out this week, as 19 brands have nabbed roughly 60 percent of all available promos through category-exclusive sponsorships while various companies are buying up the rest. "We have 15 new digital advertisers," adds Funk. "We've seen a trend on the digital side with March Madness that there's more demand than supply, which is always a nice position to be in." Adweek caught up with Funk to talk about how the event may again deliver slam dunks for brands.

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How to Score a Media Gig

February 11, 2015  |  Media Week  |  No Comments

Know thyself, said the ancient Greeks. Cheri Eisen, Fusion's head of human resources, thinks that advice is on the nose, even though Socrates and Plato weren't talking about wading into 2015's ultracompetitive job market. Eisen has a number of tips for job seekers ahead of Feb. 11's Mediabistro Job Fair in New York. Among her recommendations: Never pick up a call while in an interview and do tidy that Facebook page (no beer bongs, please). Fusion, a partnership between Disney/ABC and Univision, will participate in the sold-out event alongside media giants like AOL, CBS, Cond

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How to Score a Media Gig

February 11, 2015  |  Media Week  |  No Comments

Know thyself, said the ancient Greeks. Cheri Eisen, Fusion's head of human resources, thinks that advice is on the nose, even though Socrates and Plato weren't talking about wading into 2015's ultracompetitive job market. Eisen has a number of tips for job seekers ahead of Feb. 11's Mediabistro Job Fair in New York. Among her recommendations: Never pick up a call while in an interview and do tidy that Facebook page (no beer bongs, please). Fusion, a partnership between Disney/ABC and Univision, will participate in the sold-out event alongside media giants like AOL, CBS, Cond

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