Moderator: Alan Schulman, Senior Vice President, Executive Creative Director, Executive Director of User Experience, imc2
Nick Johnson, VP National Sales, Internet & Broadband, NBC Universal
Rishi Malhotra, Vice President, Multiplatform Program Marketing, HBO
Jon Vlassopulos, Senior Vice President, Digital Media & Branded Entertainment, Endemol USA
Sizzle reels to kick off the “Great Content” panel. Seems like I’m watching a lot of TV. This is more “Big Love” than I’ve ever watched. And I can’t change the channel. But I digress.
New Endemol show, Get Close to the Sugar Babes is the first interactive, mobile only video show. Reminds me of the “30 Rock” clip from about a year ago….
Nick: Post strike, the creative palate is as wide as ever. Marketers and content creators are thinking about how to extend their content digitally from the get go. For Heroes, NBC will be continuing to extend the show, and working on better integration between the show offline and on. The question is how to get wider distribution. Will also be creating additional web only content.
Jon: As a content producer, more and more people coming to them to find out how to get involved. It is an interesting time creatively. We’re not just talking about static advertising, or just about repurposing, but post-strike we’re thinking more about the web as its own vehicle and how to create content for it.
Rishi: The strike created a massive awareness of the other screens on the writing side. Writers wanted to get paid, right? Now, the first thing you hear from writers is, “What else can we do for the other screens?”
Alan: More “Pre-purposing” of assets post-strike. Excellent term.
Alan: HBO doesn’t have brand adjacency, so what do you do to leverage these new screens?
Rishi: Using content to market content. Using the story as an on ramp for the larger story, building a franchise.
Alan: How do advertisers get involved in influencing the storyline?
Nick: The appetite for integration depends a lot on the maturity of the brand. Will Nissan affect the broader storyline? No. But having a good relationship with the show owners is key to finding opportunities that make sense for your brand.
Alan: What about cable? More opps?
Nick: yes. Shows like Top Chef provide a lot more opportunity for brands to integrate and capture frequency. Reality and challenge shows are easier to integrate brands and products.
Nick: If you want to be more efficient in a broadband environment, there are plenty of them. But not very many opportunities to justify the high CPMs that high quality content offers.
Alan: with all the “pre-purposing” of assets, who is paying for the creation of that content?
Rishi: When people ask late in the game, it adds production days and costs. The earlier you can build a “surround story” and bake it into the natural show production, the better.
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