Why Big Digital Video and TV Networks Are Partnering Up

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.

- T.L. Stanley

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.