The recent wave of programming pacts between the tv networks and big digital players has analysts wondering whether it’s the new normal or a culture clash waiting to happen.
Television is dead—long live television!
That could become the unofficial motto, or at least the crawl at the bottom of the screen, to explain the recent flurry of hookups between digital players like BuzzFeed, Vice and Mashable with old-guard media companies such as NBCUniversal, Disney and Turner Broadcasting.
While BuzzFeed can get 800,000 people to watch a watermelon explode—live on Facebook!—and YouTube claims to reach more consumers 18-49 than any TV network, the digital world obviously thinks TV still has its charms. Hint: massive reach and enviable ad dollars from blue-chip brands
Though it’s not the only reason for the current wave of mergers, acquisitions and investment, TV is a driving force for the nascent relationships blurring the line between linear and digital and introducing sexy young things to a platform that is the very definition of old media. “Linear TV is vulnerable, yes, but it’s still a monster,” notes media analyst David Deal of David J. Deal Consulting. “And it’s not going away.”
At least one much-sought-after digital darling not only believes this is the case but is making TV a top priority. Vice Media CEO Shane Smith announced the same week as its Digital NewFronts presentation this month that the fast-growing media company known for its grit and swagger is joining forces with ESPN to share, co-create and copromote sports programming across multiple venues, as part of an overall relationship with Disney. Pillars of the alliance include the award-winning 30 for 30 documentaries from the sports powerhouse telecast on Viceland, Vice’s new 24-hour cable network, and Vice’s in-your-face-style series on ESPN.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
