NYTVF Brand Connect Links Marketers To TV Development Projects
The 7-year-old New York Television Festival is looking to get marketers more involved at the early stages of the TV development cycle -- possibly as branded entertainment partners, equity partners
or more.
With sports and marketing company Insignia Sports & Entertainment group, it is starting up NYTVF Brand Connect, where brands and ad agencies will have an opportunity to
participate in early-stage television and digital project/pilot development. Efforts will appear at the festival.
Historically, the TV broadcast development season, which is just starting
now up for next year, doesn't include TV marketers in typical "package" deals -- ones that are made by major Hollywood talent agencies for writers, actor, and producers.
Why don't more
marketers do this? Because there is an inherent risk for marketers in spending millions on a script and show development and expensive pilots without getting much in return. That's why many
marketers/brands prefer to buy big network TV schedules, where their plans have ratings guarantees.
But in an increasingly fractionalized media world -- where new digital platforms are
looking for shorter-length and more modest TV efforts -- Terence Gray, founder and executive director of New York Television Festival believes his group has an opportunity, one in which new TV
writers and producers can connect with brands and marketers at early script and show development stages.
"The brands that would want to come in early would infuse and support those programs,
as well as further development backing," Gray says. "[Shows] can be presented at the festival that could be sold to a network."
The move isn't just to make a big splash on a broadcast
network. The goal is to help those TV network/big media digital platforms looking for short-term series/episodes, as well as deals for cable networks and other TV areas. These efforts can involve less
financial risk for brands.
The new branded entertainment group was initiated from a TV development project the NYTF-Insignia worked on -- the Samsung Second Screen Storytellers competition,
announced in July and offering winning TV producers $300,000 to create a short multiscreen TV series for exclusive distribution on Samsung smart TVs and devices.
NYTVF's current 2012
development roster features a record 26 guaranteed development deals from 18 media/network partners. This is an increase from 15 deals offered in 2011 and four in 2010.
Recent MediaDailyNews Articles
-
Fox May Stream Super Bowl On Authenticated Basis June 19, 9:04 p.m.
The past two Super Bowls have been streamed free online, but Fox may offer a type ... -
Univision, 'Variety' Team For Original Content June 19, 5:43 p.m.
Reflecting the growing size and important of the U.S. Hispanic market, TV broadcasters have been moving ... -
UK Ad Spend Forecast To Hit $20B June 19, 5:40 p.m.
The pace of ad spending in the UK is picking up. Measured media expenditures in the ... -
3 Innovation Lions Awarded, Barbarian Grabs Grand Prix June 19, 1:33 p.m.
The Barbarian Group has won the Lions Grand Prix Award for Innovation, a new award category ... -
Cable Upfront Begins, Final Take Projected At $9.8B June 19, 12:07 p.m.
Following most of the broadcast upfront deal-making, many cable networks have been inking and completing upfront ... -
Shazam Launches Service To Measure TV Campaigns June 19, 10:49 a.m.
On the heels of other social media apps looking to help out TV brand advertisers with ... -
GM Returns To Oscars, Drives 5-Year Deal June 19, 10:16 a.m.
General Motors and the Oscars telecast are back in business.The Detroit carmaker said Wednesday that it ... -
Cannes King: Omnicom Earns Most Medals, Media Agency Of Year June 19, 9:34 a.m.
Omnicom’s OMD Worldwide was the most medaled media network at the Cannes ad festival this year, ... -
Consumers Tag Costco, Movado As Most Promising Brands June 18, 6:09 p.m.
Costco, Cisco and Movado are the three most financially promising pure-play, publicly traded brands in the ... -
'Voice' Sings To Consistent Beat June 18, 5:57 p.m.
One of the biggest shows on broadcast television finished its spring edition pretty close to where ...
Be the first to comment on "NYTVF Brand Connect Links Marketers To TV Development Projects"
Leave a Comment