Comcast/NBCU

Quote

Posted on February 18, 2016 by Conor Matthews

Conor Matthews

Comcast NBCUniversal logo featuring the iconic rainbow peackock

Since the invention of the radio, American families have gathered around the heath of the house daily, clamoring around an electric conduit of entertainment. History has developed the American hearth in time, from radio to television and film, and now, to the Internet. Since its inception, the American hearth’s form has changed, but one constant has remained—NBC. If the social, emotional, and cultural importance of Television, Radio, and Film are likened to a literal and metaphorical hearth, then NBCUniversal is the fortress in which this hearth was built.

The Construction of America’s TV Fortress

In 1926 David Sarnoff founded the National Broadcasting Company (NBC), making it America’s first permanent radio network. [1] NBC ruled the Golden Era of Radio in the 1930s, and Sarnoff was busy developing television for NBC.

Americans gather around the “American hearth” to watch TV

In 1939 at the World’s Far, Sarnoff presented regular television service on behalf of NBC. Meanwhile, Universal—founded by Carl Laemmle in 1912—was producing huge blockbusters that garnered Academy Awards. The two media companies would hold America’s attention independent of each other until their merger in 2004, at the hands of their parents General Electric and Vivendi.

The Acquisition of America’s TV Fortress

Comcast, however, bought the entire NBCUniversal assets from GE and Vivendi in March 2013. The merge augmented Comcast’s power to produce, and distribute media, a move critiqued by Susan Crawford as being too monopolistic. “‘Comcast [is] in a prime position to be the unchallenged provider of everything — all data, all information, all entertainment — flowing over the wires in its market areas’”.[2] Despite naysayers, the merge proved fruitful as NBC emerged as No. 1 in adults 18-49 for the Primetime Season 2013-14 year; the first time in over 10 years that NBC earned this superlative.[3]

The list of assets owned by NBCUniversal, and through extension Comcast, is expansive. NBC Cable boasts the names of well-known cable networks like Bravo, E!, USA, and Syfy; while NBCU has four broadcast assets—NBC, NBC News, NBC Sports, and Telemundu.

The Optimization of America’s TV Fortress

NBCU’s unwavering dominance in the TV industry has allowed the company to look inward at the current way their business operates, specifically their relationship to advertisers. No matter the client or project, however, NBCU remains focused on retaining the bold, and effective brand their audience knows well.

On February 24, 2016, NBCU announced a reworking of NBCUx, a development that allows programmatic buys for advertising clients on the company’s linear TV networks. NBCUx uses NBCU’s Advanced Targeting Platform to pinpoint correlations between the ad’s audience and the clients’ consumers.[4] NBCUx aids clients in understanding which ad slots are most cost efficient and worthwhile. Prior to the 2016 announcement of NBCUx, NBCUx was first used by a few select clients on NBCU’s digital platforms after the company’s 2015 Upfront. Since then, the success of NBCUx has been noted by Mike Farrell of Multichannel, who writes, “With ATP, NBCU has demonstrated that ads have a higher reach, and are more efficient as they are run across the entire portfolio”.[5] Khrishan Bhatia, EVP of Business Operations and Strategy, noted that last year NBCU’s digital growth was comprised of 40% video.[6] In turn, 40% of that 40% came from programmatic sources.

The 2016 expansion of NBCUx enables clients looking to buy ads on TV to forgo the traditional Nielsen model, which uses demographics ratings. NBCUx is pioneering programmatic buys in the TV world. Bhatia told reporters, “It’s the industry’s first national programmatic TV offering at scale”. NBCUx will be NBCU’s main talking point at their May 17, 2016 Upfront in New York City.[7]

NBCUx is working hard to pinpoint valuable customers and audiences of TV, something metadata and cookie mining is already helping many online platforms do. The advertisements on online platforms, however, lack what the television advertisements do possess —ads that make people want to get up and buy a product. On the subject of advertisements, Jim Bankoff, charmain and CEO of Vox Media details, “‘awareness creation, identity creation, brand building [are] the kind of things that television and magazines have been good at, creating that experience and telling marketers’ stories’”.[8] Understanding this dichotomy, NBCU is utilizing its 2015 $200million investment in the digital publisher, Vox Media, to reinvigorate the online ad-viewing experience.[9] The synthesis of this partnership is an inventory tool called Concert.

Concert guarantees brands advertisements that are mutually beneficial for both parties, utilizing “data targeting and a large, fraud-free audience that results in performance that’s 12 times what the average banner ad delivers”. Bankoff elaborates, “…now marketers who are looking to build brand can take advantage of the capabilities but can have beautiful advertising that performs well for them that doesn’t irritate—and actually delights—the audience…”.[10] Between all of NBCU and Vox Media’s online properties, Concert will have an audience of over 170 million people, with a majority of that audience being an extremely valuable demographic—Millennials.

Bobby Moynihan of ‘Saturday Night Life’ stars in a Fiat commercial [11]

Continuing to optimize their relationship with advertisements, The NBCU Content Studio was created with brands in mind. Specifically, NBCU will utilize the celebrity brands they have, like Jimmy Fallon of The Tonight Show Starring Jimmy Fallon, and Bobby Moynihan of Saturday Night Live to create content for companies looking to promote their own brand.[11] The NBCU Content Studio enables companies to fulfill the growing need to publish their own branded video content across multiple platforms like, Snapchat, Facebook, YouTube, and their own website. The clients will be able to utilize NBCU’s “creative talent, data, distribution and scale (including its partners BuzzFeed, Vox and AOL)”, while putting a representative of NBCU Television in front of the audience. The NBCU Content Studio is an example of NBCU’s understanding of the cogent convergence of brand and media.

The Future of America’s TV Fortress

Looking at the future of NBCUniversal indicates the same strong emphasis on online platforms as the company is doing currently. Specifically, in April 2016, NBCU and Amazon reached an agreement for the latter to carry SeeSo as part of their Amazon Prime bundle.[12] SeeSo is a comedy-only streaming service which features NBC sitcoms and other syndicated comedy programs. SeeSo’s potential success, or lack thereof, will help inform potential future endeavors of the company into OTP streaming services.

NBCUniversal’s May 17 upfront will be a critical moment to test the work the company has done on NBCUx, Concert, and The NBCU Content Studio. By buying into NBCU’s Upfront, clients will validate or invalidate NBCU’s efforts to optimize the workings of their company and brand. Furthermore, this coming year will serve as a test-run for the three projects. While some clients will leave NBCU’s Upfront with three more tools at their dispense, the work will continue after this year. NBCU’s relentless position at the top of the media industry inspires to make what works, really work.

[1] “Credo & History.” NBCUniversal Careers. NBCUniversal, n.d. Web. 22 Apr. 2016.
<http://www.nbcunicareers.com/our-company/credo-history>.

[2] Gustin, Sam. “Comcast’s NBCUniversal Deal: As One Media Era Ends, Another
Begins.” TIME. N.p., 14 Feb. 2014. Web. 22 Apr. 2016.
<http://business.time.com/2013/02/14/
comcasts-nbcuniversal-deal-as-one-media-era-ends-another-begins/>.

[3]”NBC Finishes No. 1 In 18-49 Demo For 2013-14 Primetime Season.” The Deadline.
N.p., 14 Sept. 2014. Web. 24 Apr. 2016. <http://deadline.com/2014/09/
nbc-ratings-primetime-2013-2014-primetime-season-835093/>.

[4] LaFayette, Jon.”New Currencies Used in NBCU Ad Data Deals.” Broadcasting & Cable. N.p., 14 Apr. 2016. Web. 19 Apr. 2016. <http://www.broadcastingcable.com/news/
currency/new-currencies-used-nbcu-ad-data-deals/155515>.

[5] Farrell, Mike. “#AdvancedAd 2016: Programmatic Expands Choice.” Multichannel
News. N.p., 5 Apr. 2016. Web. 19 Apr. 2016.
<http://www.multichannel.com/news/advanced-advertising/
advancedad-2016-programmatic-expands-choice/403878>.

[6] Lynch, Jason. “NBCUniversal Will Start Selling TV Advertising Programmatically This
Fall.” AdWeek. N.p., 24 Feb. 2016. Web. 21 Apr. 2016.
<http://www.adweek.com/news/television/
nbcuniversal-will-start-selling-tv-advertising-programmatically-fall-169850>.

[7] Andreeva, Nellie. “NBCUniversal Folds All Cable Networks Into NBC Upfront
Presentation.” The Deadline. N.p., 30 Mar. 2016. Web. 23 Apr. 2016.
<http://deadline.com/2016/03/
nbcuniversal-upfront-presentation-nbc-usa-syfy-msnbc-1201728552/>.

[8] Lynch, Jason. “NBCUniversal and Vox Team Up to Sell Cross-Platform, Premium
Digital Advertising.” AdWeek. N.p., 4 Apr. 2016. Web. 22 Apr. 2016.
<http://www.adweek.com/news/television/
nbcuniversal-and-vox-team-sell-cross-platform-premium-digital-advertising-170588>.

[9] Baysinger, Tim. “Why NBCU Invested $200 Million in Vox.” AdWeek. N.p., 13 Aug.
2015. Web. 23 Apr. 2016. <http://www.adweek.com/news/television/
why-nbcu-invested-200-million-vox-166368>.

[10]Lafayette, Jon. “NBCU, Vox Harmonize in Digital Ad ‘Concert’.”
Broadcasting & Cable. N.p., 4 Apr. 2016. Web. 23 Apr. 2016.
<http://www.broadcastingcable.com/news/currency/
nbcu-vox-harmonize-digital-ad-concert/155173>.

[11] Lynch, Jason. “NBCU’s New Studio Is Creating Branded Content for Viewers Beyond Its Own Platforms.” AdWeek. N.p., 20 Mar. 2016. Web. 22 Apr. 2016.
<http://www.adweek.com/news/television/
nbcus-new-studio-creating-branded-content-viewers-beyond-its-own-platforms-170264>.

[12] Would, Kristofer. “NBCUniversal’s comedy streaming service to allow
subscriptions via Amazon Read more: http://www.digitaltrends.com/movies/
nbcu-seeso-amazon-subscription/#ixzz46relKHHk Follow us: @digitaltrends on
Twitter | digitaltrendsftw on Facebook.” Digital Trends. N.p., 20 Apr.
2016. Web. 22 Apr. 2016. <http://www.digitaltrends.com/movies/
nbcu-seeso-amazon-subscription/>.

Scripps Networks Interactive

Posted on October 22, 2014 by jlmccu01

by Julie McCullough

9721 Sherrill Blvd, Knoxville, TN 37932

(865) 694-2700

courtesy of dish.com

Scripps Networks Interactive started in 1875 when E.W. Scripps founded The Penny Press and soon became one of the most successful newspaper publishing companies. The E.W. Scripps Company later evolved, acquiring local television stations. It was not until the company bought HGTV and the Food Network that it became Scripps Networks Interactive, the leading developer in lifestyle media. [1]

Today, Scripps Networks Interactive develops lifestyle media across the platforms of cable television, digital, mobile, and publishing. Home of HGTV, Food Network, The Cooking Channel, Travel Channel, DIY Network, and Great American Country, SNI reaches viewers all over the world with the goal of changing and improving everyday lifestyles.

Key Executives [2]

Kenneth W. Lowe – President and Chief Executive Officer

Henry Ahn- Executive Vice President, Content Distribution and Marketing

Joseph G. Necastro- Chief Financial and Administrative Officer

Jim Samples- President, International

Lori A. Hickok- Executive Vice President, Finance

Burton Jablin- President

Tamara Franklin- Executive Vice President, Digital

Right Here, Right Now

Cable

SNI’s 2014 Upfront event in NYC revealed 35 new primetime and daytime series for the fall seasons of Food Network and Cooking Channel [3]. Among the new shows were Food Network’s Bobby Flay Fit, The Big Tip, and Chopped Teens Tournament and Cooking Channel’s Proper Pub Food and Compete to Eat. The channels are showing trends of gravitating toward competition and travel shows that take the audience out of the traditional home/kitchen. DIY Network and HGTV also premiered many new series and specials this fall. Among the lineup for DIY were The William Shatner Project, documenting renovations to the famous Star Trek actor’s house, The Property Brothers at Home, and Amish RENOgades, featuring Amish craftsmen as they travel outside of their community and learn to navigate the modern world and work on home improvement projects.
HGTV series this fall included Lakefront Bargain Hunt, A Hero’s welcome, White House Christmas, and Half-Price Paradise. [4]

courtesy of scrippsnetworksinteractive.com

In September 2014, Dish Network obtained the rights to deliver live and on-demand content from all six of SNI’s cable networks on their over-the-top internet service, “Dish Anywhere”. The pact allows dish subs to access authenticated Scripps Networks programming over any Internet connection, on devices including connected TVs, PCs, smartphones, tablets and video game consoles.[5] At the 2014 Bank of America Merrill Lynch Media, Communications and Entertainment Conference in September, President Burton Jablin and Chief Financial and Administrative Officer Joseph NeCastro stressed the OTT deal as a way to increase distribution for their up-and-coming networks, Cooking Channel and DIY Network, while giving their live viewers (which make up about 90% of total viewership) more opportunities to view their high-quality content, and appealing to a wider audience of millennials and cord-nevers. [6]

Also in September, Scripps announced the expansion of HGTV into Singapore. The global expansion of SNI’s content signifies the universality of the network’s themes. The expansion to Singapore will include localized original short-form content exclusively for the launch of HGTV in Asia based on the popular series Extreme Homes. Jim Samples, president of Scripps Networks International, commented, “The launch of HGTV across Asia-Pacific signifies the first time HGTV has launched as a premiere 24/7 channel destination focused on home and lifestyle programming outside North America, including the Caribbean. This is a testament to how successful Scripps Networks’ high quality lifestyle content has performed around the world, and we see great potential for this channel offering to drive value for audiences, affiliate and advertising partners alike.” [7]

Publishing/ Digital

At its first ever Newfront presentation in April 2014, Scripps showcased an array of web series produced for its lifestyle video platform ulive, as well as websites for SNI television channels like HGTV, DIY Network, Food Network, Cooking Channel, and Travel Channel. Many web series are designed as companions of SNI’s cable series. For example, “Star Salvation” runs on FoodNetwork.com parallel to season 10 of the TV series Food Network Star, giving eliminated finalists the opportunity to get back on the TV show. SNI’s strong focus on online content, as well as its presence at the 2014 Newfront presentations, signifies the company’s strong adaptability in today’s digital age. [8]

Vanilla Ice and Rev Run at 2014 Newfront (courtesy of adweek.com)

On Nov 17, 2014, SNI announced a cross-platform content partnership with Hearst Magazines to support the launch of the Citi Double Cash Card. Food Network and HGTV released seasonal holiday content in late November that connect across the holiday issues of Food Network Magazine, HGTV Magazine, food network.com, and HGTV.com. These holiday-inspired recipes, entertaining ideas, and DIY (do-it-yourself) projects were made to show consumers the two ways to earn cash back with the Citi Double Cash Card. [9]

Financials

SNI’s 2014 Upfront concluded selling just under 50% of inventory, hitting $1 billion in sales. There have been recent shifts toward scatter advertising. Scripps networks are very attractive to advertisers, as they have non-violent, popular, family-friendly content targeted to an upscale audience. There is also a higher demand for convergent buys, in which SNI packages TV ad space with corresponding digital content to appeal to a wider and more diverse audience. [6]

In October 2014, Scripps began offering its employees voluntary buyouts as a way to cut costs. “Each department will address its specific budget targets as they see fit. However, it is likely that this effort to bring costs in line with revenue will include the elimination of activities, projects and positions. We plan to announce any project and/or job eliminations resulting from this budget process by the end of the year,” said CEO Kenneth Lowe [10].

In better news, Scripps Network Interactive’s new cable and digital programming received very positive feedback from advertisers. The 2014 third-quarter earnings results shows that sales increased 4.5% to reach $644 million. “These solid third-quarter operating results demonstrate our unique competitive advantage, and our ability to create long-term value for shareholders in a changing marketplace,” Kenneth Lowe said in a press release accompanying the results [11]. TV station revenue has grown 22% since the third quarter of 2013, up $21.8 million for a total of $121 million. The company as a whole reported consolidated revenue of $208 million, an increase of 9.5%, or $18.1 million, from the year-earlier quarter. [12]

Looking forward, SNI has a promising financial future from ad revenues from both cable and digital. Bucking the trend of television in general, Food Network has lowered its median age in the last two years, due to much stronger growth in the 18-49 demo. At the Bank of America Merrill Lynch Conference, Burton Jablin and Joseph NeCastro outlined SNI’s plan of increasing viewership by expanding the Travel Channel, expanding their international brand, keeping Food Network and HGTV a healthy priority, and increasing distribution for Cooking Channel and DIY Network. [6]