AT&T to Launch Ad-Supported HBO Max and Mobile Service

AT&T plans to introduce a lower-cost, ad-supported version of HBO Max in the spring, said chief executive John Stankey, who added that it would be a “light ad load.” Some shows, however, would only be available to subscribers who pay for the full-price version. With the move, HBO Max is joining Hulu and NBC’s Peacock that also offer a free or lower-price version that comes with commercials. Stankey also revealed the company is considering ad-supported wireless phone plans as soon as a year from now. Continue reading AT&T to Launch Ad-Supported HBO Max and Mobile Service

Brands Experiment With Placing Ads in Console Video Games

As an experiment, some advertisers are placing TV ads in video games with the aim of reaching a younger demographic less likely to watch traditional television. Ad tech firm Simulmedia is running the tests, such as enabling the Turner division of AT&T’s WarnerMedia to run ads promoting Turner properties — the animated “Rick and Morty,” sci-fi series “Snowpiercer” and celebrity golf show “The Match” — within Electronic Arts’ “UFC 3” fighting game. That was followed by Experian testing an ad for Experian Boost within the same game. Continue reading Brands Experiment With Placing Ads in Console Video Games

Parrot Analytics Develops a New Model for Streaming Metrics

Measuring the success of streaming video content has been challenging, but startup Parrot Analytics said it has created a solid metric — which it dubs Demand Expressions (DEx) — that not only counts viewers but also their levels of enthusiasm. From that data, the company said it can also extract information to accurately determine how many subscribers the show will attract. Chief executive Wared Seger noted the challenge of creating a “new standard” that will measure across “different shows, on different platforms, at different times.” Continue reading Parrot Analytics Develops a New Model for Streaming Metrics

Streamer HBO Max Offers Wide Range of Movies, TV Shows

AT&T launched HBO Max this week, with a plan to spend $4.5+ billion on the streaming platform over the next few years. AT&T, which hopes to sign up 50 million HBO Max subscribers by 2025, bought Time Warner for $85.4 billion in 2018 with the idea of creating a significant streaming platform. HBO Max, which costs $15 per month, offers 10,000 hours of programming, including HBO series “Game of Thrones” and “Succession” as well as Warner Bros. hit TV shows such as “Friends” and “The Big Bang Theory.” Continue reading Streamer HBO Max Offers Wide Range of Movies, TV Shows

Executive Spotlight: A Talk With Tony Driscoll of Warner Bros.

For the third week of ETC’s Executive Spotlight series, in which we interview leaders from our member companies about how they are adapting business operations during the COVID-19 pandemic, we had an opportunity to speak with Tony Driscoll, SVP of emerging technology strategy & data services at Warner Bros. Technology. Previously with AT&T, Driscoll is currently responsible for his studio’s strategies involving emerging trends and tech-driven innovation opportunities. He also works in close coordination with the WarnerMedia Innovation Lab. Warner Bros. has been using various technologies for remote collaboration since the offices began closing due to the pandemic in early 2020. We caught up with Tony at his home office. Continue reading Executive Spotlight: A Talk With Tony Driscoll of Warner Bros.

Scener Offers Virtual Theater and Video Chat for HBO, Netflix

WarnerMedia’s HBO has partnered with Seattle-based Scener to allow HBO Now and HBO GO subscribers to create a private virtual theater, including video chat, for up to 20 people. Scener already allows co-viewing for Netflix accounts. This is HBO’s first significant partnership with an online co-viewing platform. Scener co-founder Joe Braidwood said the company saw a “crazy surge in demand” for the product with the COVID-19 pandemic. The partnership, which began in March, includes a new design for the site and update for Google Chrome browsers. Continue reading Scener Offers Virtual Theater and Video Chat for HBO, Netflix

Broadcast TV Programmers Move Upfronts to Online Platforms

Due to concerns regarding the coronavirus, broadcast TV programmers have canceled their in-person Upfront pitches to advertisers, scheduled for May in New York City. Viacom’s CBS, NBCUniversal, Fox Corp. and ABC parent Disney are calling off their annual stage shows, although advertisers will still seek to ink deals with them. NBCUniversal’s chair of advertising and partnerships Linda Yaccarino noted that, “this year’s Upfront presentation will ensure everybody’s safety, while allowing us to give fans and marketers a preview of the upcoming season.” Continue reading Broadcast TV Programmers Move Upfronts to Online Platforms

HPA Tech Retreat: Evolving Security for Media & Entertainment

An increasing concern over content security was the subject of HBO/WarnerMedia productions and content security head Marc Zorn’s talk on “Why Traditional Information Security Doesn’t Fit in Most of Media & Entertainment.” “Film security was based on physical controls,” he said. “Post production began after photography, and threats were primarily from post onwards.” Once the workflow became digital, he added, threats to digital media looked like IT security, “from an IT security professional’s perspective.” Continue reading HPA Tech Retreat: Evolving Security for Media & Entertainment

WarnerMedia Deal to Bring HBO and Cinemax to YouTube TV

Google’s streaming OTT service YouTube TV — which provides subscribers with live television and news, on-demand video, cloud-based DVR, and live and local sports from 70+ networks— will carry Cinemax and HBO for the first time under a new distribution deal with AT&T’s WarnerMedia. As part of the agreement, YouTube TV will also offer the upcoming streamer HBO Max when it debuts in May, and will continue to provide Turner cable networks such as Adult Swim, Cartoon Network, CNN, HLN, TBS, TNT, truTV and Turner Classic Movies.  Continue reading WarnerMedia Deal to Bring HBO and Cinemax to YouTube TV

Warner Bros. and HBO Max Have Big Plans for New Film Unit

Last week, Warner Bros. announced the creation of a new film production unit named Warner Max that will create original content for WarnerMedia’s new streaming service, HBO Max, set to launch in the U.S. this May for $15/month. The joint venture plans to produce 8-10 mid-budget movies per year, and will not impact the number of theatrical releases produced by Warner Bros. or New Line Cinema. The first Warner Max film is slated to premiere later this year, while Warner Bros. will distribute content across other media and territories beyond the HBO Max SVOD window. Meanwhile, WarnerMedia is reportedly investing heavily in online original series ahead of the HBO Max launch, including a number of sci-fi and fantasy titles. Continue reading Warner Bros. and HBO Max Have Big Plans for New Film Unit

CES Panel on Transforming Contextual Advertising and Media

A world of opportunities to improve both the audience experience and effectiveness of advertising were the subject of a C-Space panel on the first conference day of CES 2020. All of the panelists from Hulu, WarnerMedia, Accenture, IBM, Nielsen and Twitch focused on the central role of the consumer. Yet even as advertising becomes more addressable based on consumer interest and behavior, making it theoretically possible to serve every viewer a different tailored ad, there will still be some commercials that will remain universal. Continue reading CES Panel on Transforming Contextual Advertising and Media

YouTube, Facebook Step Back From Their SVOD Strategies

Although YouTube made a splash announcing its plans to produce scripted entertainment, the platform is pulling back from that ambition, which it once saw as the tip-of-the-spear for its $12-per-month ad-free YouTube Premium. The arena of Subscription VOD has become more crowded than ever, as Apple, Disney, WarnerMedia’s HBO Max and, next year, NBCUniversal’s Peacock join stalwarts Netflix, Amazon, Hulu and HBO. YouTube chief business officer Robert Kyncl calls the sector “as crowded as L.A. traffic.” Continue reading YouTube, Facebook Step Back From Their SVOD Strategies

Netflix Preps For the Onslaught of New Streaming Services

In advance of the debut of Disney+ on November 12, Netflix chief executive Reed Hastings said he admires Disney and plans to subscribe to the new service. In addition to last week’s Apple TV+ launch, WarnerMedia’s HBO Max and NBCUniversal’s Peacock are also set to debut in 2020. Hastings noted that Netflix has always faced streaming competition with YouTube, Hulu and Amazon Prime Video. Predicting that consumers will subscribe to multiple services, he said time spent on each service is the new metric. Continue reading Netflix Preps For the Onslaught of New Streaming Services

Discovery May Target Cord Cutters With Streaming Service

Discovery Inc. revealed yesterday that it is considering a streaming service that would directly offer content from its collection of television channels to U.S. viewers. The company envisions “an opportunity to take content on a broader basis to mount an attack on those who are not existing cable subscribers,” explained CEO David Zaslav during Thursday’s earnings call with Wall Street analysts. Discovery is considering “aggregating all of our content in the U.S. and having something that looks very different.” Such a move would mark a major shift for Discovery, which has been comparatively cautious in providing content to consumers without cable subs. Continue reading Discovery May Target Cord Cutters With Streaming Service

Apple Drops More on Ads for iPhone Than Its OTT Platform

Apple’s debut of its streaming service, Apple TV+, has garnered outsized attention. But an examination of Apple’s spending on marketing indicates the Silicon Valley company’s main priority is its new iPhone. In September and October this year, Apple spent a total of $71.9 million on iPhone ads and $40.3 million on Apple TV+ ads. In October, for example, Apple spent $19.9 million on television commercials for Apple TV+, but, according to measurement company iSpot.tv, only $38.6 million on the new iPhone. Continue reading Apple Drops More on Ads for iPhone Than Its OTT Platform

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