Leading videopakistani such as BuzzFeed, Group Nine Media and Vox Media behaved actively in the production and sale of video television networks and the largest streaming platforms. In 2019, many of them hope to sign a more extensive content partnership, not a one-time sell individual shows or movies.
Take, for example, Vox Entertainment, a division of Vox Media, dedicated to the production and sale of full-length shows such as “Explained” for Netflix and the recently released mini-series “American Style” for CNN. Today, Vox Entertainment, which consists of six production managers and more than 100 employees working on various shows, develops and produces three times more projects than last spring, says Chan Mumm, Vice President of Vox Entertainment. (The first show of the series “Explianed” for Netflix, was released last may.)
Mamma refused to disclose what the revenue brings Vox Entertainment Vox Media, but said the division is “highly profitable” and exceeded target revenue in 2018, “half”. But while Vox Entertainment have been successful in the sale of a show to top buyers such as Netflix and CNN, in 2019, the group intends to conclude major agreements with the purchasers of content. Instead of trying to sell the show — which, said Mumm, Vox Entertainment will continue to produce — a group focused on broader partnerships.
“Such shows as “Style” are an indicator that we are serious about the television business, and that we can be a notable supplier of modern TV networks,” says Mamma, “But we have assets and audience that set us apart from traditional production companies. We have the knowledge about the audience, which usually have no traditional producers, so we are more likely to be strategic partners for some networks and platforms”.
Other prominent publishers, each of which in the last two years, has made considerable efforts in the field of TV and streaming, say that they devote more time to expanding their businesses in part TV and full-length forms.
The head of BuzzFeed Studios Lauren Dolgen, who joined the company last may of Vice Media, said that she mainly focuses on projects that BuzzFeed develops and sells foreign licensors and channel partners, including a TV network and streaming platform. BuzzFeed Studios consists of a team of 17 people, which is engaged in internal show for your own BuzzFeed channel and the group of six people dedicated to show to foreign distributors. Today BuzzFeed Studios every month makes one or two notable sales — says Dolgin.
“We sell in a very traditional sense, but we also present the (customers) that are a little more creative part of the business model,” says Dolgen, — “it Will take time until we have a full assessment of the response of the networks, but we definitely focus on this”.
“In addition to the deals where a distributor ensures use of the entire library of the seller, selecting such partners as AOL and MSN, Group Nine Media is also in search of a “package” buyers, says Suzanne Kolb, the brand Director of the Group Nine Media. In 2017, Nine Group signed a contract for 24 programs with Facebook, as part of the first wave of deals for content for Facebook Watch. In the same year, the Group bought Nine comic Studio Jash, founded by TV veteran and famous comedian, with the aim to increase the capabilities of the company in the production and sale of television programs. This group is now part of the Group Nine Studios number 28.
“The most important thing for us is to grow the brand and create intellectual property,” says Kolb, Is “anytime, when we enter into a major transaction or a transaction under which we can eliminate one-time sales show we do so. We do this with an existing library of content right now and take that into the business of original content”.
Of course, many of these publishers have already indicated their ability to promote and to attract public attention to the programs that they produce for external partners. However, marketing is not spelled out in contracts, adds Kolb. “As if I didn’t like that, buyers don’t take the show because of a media plan; they buy because they want this show,” says Kolb.
And while videopolice hope that they will be able to make more extensive content deals, there is no guarantee of success — especially as their Studio units compete with well-known in the market of TV studios and production companies and other publishers for the placement of the show in the leading networks and streaming platforms. Even here, traditional publishers have success: owned by Meredith production company Four M Studios among others have sold the show to ABC, Apple and Netflix.
“I don’t see Netflix and other leading TV networks among the clients of new media companies in the near future,” says Peter Xavi, founder of the media company Creatv Media, “But this does not mean that strategy is not good. In today’s OTT war, when many buyers for filling need a huge amount of content for BuzzFeed, Group Nine, and the rest should be able to create an important new source of income.”
These opportunities will most likely appear with new customers content such as Quibi Jeffrey Katzenberg, as well as international distributors and networks that are more open to buying or licensing content wholesale. For large buyers of content such as Netflix, Hulu and major television networks, and slot deals mostly go in favor of the Hollywood talents of the first echelon such as Ryan Murphy and Shonda rhimes, says the head of one of the traditional entertainment studios. Publishers are best placed to make deals, “at first sight”, which, for a fixed price, give buyers right of withdrawal from the slot of the show, — adds the head.
Meanwhile, publishers say that they have the opportunity to stand out to buyers of content from the huge sales of the original programs on the market today. One of the most serious claims of the producers of TV programs to Netflix is that their programs easy to get lost in the seemingly infinite library service. Publishers have the opportunity to draw attention to your content, even if Netflix is not heavily promote it.
“But it’s also incredibly important to create some noise around programs, because content is becoming increasingly difficult to be noticed,” says Kolb.
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