Jackie Cox tuaj koom Paramount 2022 Upfront party ntawm 666 Madison Avenue hnub Wednesday, Tsib Hlis 18, … [+]
Christopher Smith / Invision / AP
Tom qab ob xyoos Covid-19 hiatus, qhov kev tshaj tawm ua ntej tau rov qab los rau lub lim tiam no rau ntau theem New York. Cov suab paj nruag zoo heev, ntau cov lus tso dag tsis zoo, ntau lub ntsej muag tau paub, thiab cov kab ib txwm muaj ntawm NBC, ABC, Fox
Dab tsi cuam tshuam? Nws tseem qhia tau tias ua lag ua luam
Kuv tus thawj coj yav dhau los thaum kuv hnub NBC tau yws yws thaum nws hnov ib tug neeg yws: "Hav, yam tsawg kawg nws tsis yog kev lag luam pov hwm." Nrog rau tag nrho cov kev hwm rau peb cov phooj ywg actuarial, peb txhua tus paub tias nws txhais li cas - txawm tias tsis muaj kev sib tw tsis tu ncua thiab cuam tshuam cov kev sib tw hauv kev siv tshuab, peb xav tias muaj hmoo los ua ib feem ntawm kev lag luam uas peb muaj kev hlub tiag tiag.
David Zaslav, lees paub qhov loj ntawm nws xub upfront Raws li CEO ntawm Warner Bros. Discovery, txawm tias tau muab cov txheej txheem sib txuas keeb kwm nrog kev sib txuas rau cov neeg Yudais cov neeg tsiv teb tsaws chaw los ntawm Poland uas tau tsim Warner Bros. thiab lwm yam loj dua li cov duab hauv lub neej uas tau nthuav tawm txoj kev daj daj-cib txoj kev xws li CNN tus tsim Ted Turner. thiab super dealmaker Steve Ross. Cov neeg no tsis tau mus rau Polo Lounge ntawm The Beverly Hills Hotel los muag kev tuav pov hwm.
Muaj ntau lub zog thawb kev hloov pauv ntawm kev lag luam xov xwm, thiab yog li ntawd. Cov neeg siv khoom pov npav nrog lawv lub hnab tshos kom tshem tawm cov pob khaus khaus, cov pob khoom kim heev, cov neeg saib hluas nyiam raug nyiag los ntawm 30-thib ob TikTok seev cev, thiab daim npav qub Nielsen tsis ua ntau los qhia koj cov qhab nia ntxiv lawm. Raws li Seth Myers tso dag ntawm NBCUniversal kev nthuav qhia, "peb yuav tsum tau saib ua ntej, agile thiab inventive - tab sis peb tab tom ua upfronts ib yam li peb ib txwm ua lawv!" Raws nraim. Thiab rau lub lim tiam no tsawg kawg, qhov ntawd yog hom ntsiab lus.
Linear networks tseem tuaj yeem yog hom - tab sis koj yuav tsum ua haujlwm nws
Thaum koj tab tom tham nrog cov phooj ywg txog qhov lawv tab tom saib hnub no, kuv paub tseeb tias tsis muaj leej twg raving txog dab tsi network lawv tab tom saib. Rau lub ntiaj teb multichannel uas tsim cov cim npe xws li ESPN, HBO, Discovery, thiab TNT, qhov ntawd yog kev hloov pauv siab. Kev lom zem hom tsav tsheb sib tham niaj hnub no yuav luag ib txwm ua yeeb yam - Squid Kev Ua Si, Yellowstone, Mandalorian, Tsim nyog, thiab ntau ntau.
Cov neeg siv khoom tau dhau los ntawm txoj kev tshawb fawb ntawm kev lag luam loj ntawm cov kev pabcuam streaming los ntawm Disney + rau HBO Max rau Hulu rau Peacock kom nce cov kev pabcuam txhawb nqa xws li Paramount's
Cov upfronts tau qhia ob peb yam piv txwv uas muaj txiaj ntsig zoo li cas koj tau tsim ib lub network qub qub. Cov xov xwm tshaj tawm tau ib txwm nrhiav los ua txhua yam rau txhua tus neeg, tab sis qhov ntawd yog ib txoj haujlwm yuav luag tsis yooj yim hauv peb lub khw muag khoom tawg. Txawm li cas los xij, Fox tau tswj hwm los txiav txim siab qhov no nrog rau nws qhov tseem ceeb ntawm ob peb qhov tshiab, Fox-typical irreverent animated qhia ua yeeb yam ua yeeb yam Jon Hamm (Grimsburg) thiab Hannah Waddingham (Krapopolis). Fox network, raws li lub tsev nyob ntev ntawm lub Simpsons, tuaj yeem tso qhov kev thov raug cai heev los ua lub tsev txais tos rau cov neeg laus-tsom ntsoov rau cov animation comedy.
Qee qhov xav tsis thoob, qhov zoo siab tshaj plaws ntawm tag nrho NBCU upfront yog kev ua koob tsheej ntawm "BravoCon,” ib qho kev npaj caij nplooj zeeg nyob ua kev zoo siab Bravo's whacky off beat programming. Bravo tau nyob ib ncig ntawm 1980, Ameslikas txuam nrog high-end art films thiab edgy nqi koj yuav tsis pom nyob rau hauv tshaj tawm hauv TV. Thaum lub sij hawm nws morphed rau hauv ib tug yuav luag bewildering mix ntawm kev muaj tiag programming nrog rau cov Cov Vaj Tse Muaj Tseeb franchise, Lub Tsev Caij Ntuj Sov, Hauv qab lawj thiab ntau Andy Cohen. Tsis tau nyob rau hauv ib qho kev nthuav qhia pem hauv ntej koj pom ib lub zeem muag khi ua ke sib txawv ntawm tus neeg qhia thiab ua rau nws txhua tus xav tias yog ib feem ntawm qee yam loj dua. Tej zaum nws yuav tsis yog txhua tus khob tshuaj yej, tab sis nws tsis tas yuav yog - nws ua rau kev nkag siab.
Los ntawm kev sib piv, koj tuaj yeem dhau mus dhau lub lim tiam yam tsis muaj kev nkag siab txhua yam Disney's Freeform, NBCUniversal's USA, thiab cov tswv cuab ntawm cov cuab yeej cuab tam sawv cev rau hnub no. Cov upfronts tau pom tias kev ua lag luam ua haujlwm - yog tias koj ua haujlwm.
"Kev ncav tsis cuag" - tab sis dab tsi txuas?
Qhov no yog ib qho kev tsocai los ntawm Donna Speciale, Thawj Tswj Hwm ntawm Teb Chaws Asmeskas Kev Muag Khoom thiab Kev Lag Luam rau TelevisaUnivision, ua rooj plaub rau cov neeg tshaj tawm kom tau dhau qhov kev ua si uas tau muab tso rau hauv TV tshaj tawm rau pem hauv ntej ntawm ntau tus neeg ntau li ntau tau. Tab sis ib txwm tshaj tawm xov xwm thiab xov tooj cua - tsis yog rau cov kis las nyob - tab tom cuam tshuam nrog kev poob qis thiab xav tau kom txo qis tshaj tawm los tuav rau cov neeg saib uas tseem nyob. Raws li NBCUniversal thiab Warner Bros. Discovery tau sau tseg hauv lawv qhov kev nthuav qhia, txo cov ad load hauv TV thiab streaming yog qhov muag khoom tseem ceeb. Tab sis yuav ua li cas cov tes hauj lwm ua tau ntau dua ntawm tsawg?
Koj tsuas tuaj yeem them ntau dua kom ncav cuag cov neeg saib tsawg dua kom ntev. Raws li Speciale tseem ceeb, cov neeg tshaj tawm yuav tsum tau nrhiav cov chaw siv lawv cov nyiaj uas qhov zoo ntawm kev sib txuas nrog cov neeg tuaj saib pom zoo rau tus nqi siab dua li cov khoom lag luam muaj. Qhov teeb meem tam sim no yog… kuv yuav ua li cas thiaj paub thaum sib txuas tiag tiag thiab leej twg tuaj yeem pab tau tshaj plaws rau kuv ua ib qho?
Kev poob qis ntawm Nielsen raws li lub hauv paus xov xwm kev yuav txiaj hloov pauv ib feem ntawm kev nce qib mus rau hauv lub suab rau tus tswv ntawm cov ntaub ntawv ntsuas tshiab, los ntawm Paramount's EyeQ thiab Vantage (dab tsi yog qhov txawv?) mus rau NBCU's One Platform rau Disney's Luminate (yog tias tseem ib qho?). Txhua qhov kev tsim kho tshiab no muaj txhua lub tuam txhab "qib nws tus kheej ua homework" hauv lub tshuab nqus tsev. Tab sis cov neeg tshaj tawm tab tom yuav los ntawm txhua lub tuam txhab no ib txhij. Yog tsis muaj kev nkag siab zoo ntawm cov platforms no tshwj xeeb yog tsav kev muag khoom rau tus tshaj tawm, cov neeg lag luam tawm me ntsis zoo dua li nyob rau hnub ntawm John Wanamaker ("Kuv paub 50% ntawm kuv qhov kev tshaj tawm yog nkim; Kuv tsuas yog tsis paub qhov twg 50 %"). Kev lag luam muaj txoj kev ntev mus ntawm no.
Suab paj nruag tsav cov lus - npaj los yog tsis
Suab paj nruag muab kev txhim kho zoo heev rau ib puag ncig rau txhua qhov chaw nyob pem hauv ntej, los ntawm qhov zoo tshaj plaws "taug kev" suab paj nruag ntawm TelevisaUnivision mus rau duet ntawm Lee Ann Rimes thiab Mickey Guyton ntawm Paramount. Tab sis tsuas yog Miley Cyrus ntawm NBCU tau xa cov lus meta hauv nws lub suab paj nruag. Nws dov los ntawm nws mega ntaus "Wrecking Ball" txoj cai rau hauv Madonna's iconic "Zoo li Kev Thov." Rau ib qho kev lag luam uas yuav tsum tau ua ib qho piv txwv wrecking pob rau nws txoj kev qub ntawm kev ua lag luam thaum thov Vajtswv kom lawv tuaj yeem ua kom cov lag luam qub thiab cov lag luam tshiab humming ib txhij, tsis muaj lub hwj chim taw tes tuaj yeem qhia zaj dab neeg zoo dua.
Tau qhov twg los: https://www.forbes.com/sites/howardhomonoff/2022/05/19/2022-advertising-upfronts-four-fast-takeaways/