"bets" - jon steinberg of cheddar
TRANSCRIPT
“I skate to where the puck is going to be, not where is has been.”
- Wayne Gretzky
“The conventional wisdom is usually right and seldom
profitable” -John Malone
THREE TOPICS MY BET
MARRIAGE LES MOONVES
WE’RE LIVING IN A POST TV ERA
MONTHLY DECLNE IN HOURS SPENT WATCHING TRADITIONAL TV 2010 - 2016.
ADULTS 18-24
48ADULTS 25-34
39ADULTS 35-49
18
Source: Nielsen, REDEF. *Cable and broadcast channels
PEOPLE UNDER 60 ARE NOT WATCHING TV
Source: Nielsen, REDEF. *Cable and broadcast channels
"The median age for CNN viewers this
year was 61, while it was 63 for MSNBC
and 67 for Fox News"
New York Times, 12/30/2015
TWO POSSIBLE BETS
THE FUTURE WILL BE ALL ON DEMAND APPOINTMENT VIEWING
AND SHORT FORM STUNTS AND SALACIOUS
OR…
AMBIENT LINEAR GETS REBOOTED FOR PEOPLE UNDER 60
PLAY CHEDDAR SIZZLE
CHEDDAR IS LIVE VIDEO TECHNOLOGY, MEDIA, BUSINESS AND CULTURE NEWS
SEEING MASSIVE LIVE AUDIENCES
SO YOU HAVE YOUR BET…OR I HAVE MINE…AND THIS PARTICULAR BET REQUIRES:
DISTRIBUTION
MARRIAGE
IN A MARRIAGE BOTH PARTIES NEED TO
NEED LOVE
“THROW IT UP THERE” IS MARKETING
Source: Digital Context Next, January 2017
PROGRAMS HAVE INCENTIVE MISALIGNMENT
NETWORK MONETIZATION NOT ENOUGH (0&0 WILL BE FAVORED)
ASSUME SINGLE TERM
PLAN FOR POST TERM
DO GREAT WORK, DON'T MAIL IT IN
THE RULES OF BROAD “PROGRAMS”
OK SO WHERE TO?
LEARN FROM HISTORY FOCUS ON PLACEMENT (“ENDCAPS”) AND FINITE SHELF SPACE -IN FORM AND FUNCTION AGGRESSIVELY WINDOW FREE CONTENT ON SOCIAL AND AVOD PLATFORMS - INCLUDING EXCLUSIVES - TO DRIVE MONETIZATION DO DEALS - ASK YOURSELF, “DID I SIGN A CONTRACT” - IF YES, YOU HAVE A DEAL!
BE LES MOONVES
LEARN FROM HEYDAY ESPN
Miller, Those Guys Have All the Fun: Inside the World of ESPN, 2011
“END CAPS”: NEIGHBOR-HOODING IS ESSENTIAL
"Partnering with Cheddar will give people on Twitter another way to watch and discuss the day's top stories as they unfold live all on one platform.”- Anthony Noto, Twitter Chief Financial Officer
TWITTER FINANCE IS A GIANT AND ENGAGED COMMUNITY
WHAT TYPE OF CEREAL IS MISSING?
“Cheddar is meant to be viewed live in the moment. This fantastic experience means that customers will get their business news right away, just as they’d want it,” said Richard Au, Director, Content Acquisition, Amazon Channels. “We’re thrilled to work with Cheddar to continue adding live programming to Amazon Channels.”
CHOOSE YOUR SPOT - LIVE FOR US
YOUNG PEOPLE ARE INTERESTED IN EVERYTHING OLD PEOPLE ARE, REBOOTED
YOUNGER TALENT
VISUALLY VIBRANT
MODERN DELIVERY
CLOUD COST STRUCTURE
WHAT IS NEEDED?
FACEBOOK, GOOGLE, TESLA, AIRBNB, NETFLIX, AMAZON, SPACE
X, SNAP, ELON, UBER, IPHONE, APPS, GOOGLE, TALKING SPEAKERS,
ROCKETS, ETC
LIVE AND
THERE IS INTEREST IN THIS CONTENT
18-39 YRS OLD
200% OVER-INDEX70% OF VIEWERS
GRADUATE DEGREES
A YOUNG BUSINESS-SAVVY AUDIENCE 18% MAKE $200K90% OF VIEWERS
ANNUAL INCOMEINTERESTED IN TECH
**Facebook Audience Insights*Cheddar Survey N= 200
* ** * *
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
WhatTopicsInterestYou?
THEY ARE CURIOUS LEARNERS
*Cheddar Survey N= 200
THEY THINK ABOUT THEIR FINANCES
0% 5%
10% 15% 20% 25% 30% 35% 40% 45%
VeryInterested
Interested Irealize it'simportant
Neutral Uninterested Veryuninterested
AreYouInterestedinPlanningForYourFinancialFuture?
*Cheddar Survey N= 200
YOUNG TALENT AS PRODUCERS, CREW AND ANCHORS
FLATIRON BUILDING “WEDGE” NEW YORK STOCK EXCHANGE
BE VISUALLY STIMULATING: WINDOW ON THE WORLD
CLOUD COST STRUCTURE CHEAPER, BETTER, FASTER
YOU CAN HAVE 3 OF 3
PUT SIMPLY
NATIVE 1.0 2010
NATIVE 2.0 2014
NATIVE 3.0 2017
• Sponsored native lists • Light touch branding • Laborious production process,
multiple rounds of approval
• 2-3 minute sponsored videos • 1-2 brand mentions • Laborious production • Multiple rounds of approval
• Live native integrations • Inspired by proven radio live read • No heavy lifting • Overt branding throughout
IF YOU DO ADS BE DAVID OGILVY
LIVE ON-AIR NATIVE INTEGRATIONS
FINAL THOUGHT
INCUMBENTS ONLY STAY ASLEEP FOR SO LONG
NEW ENTRANTS FIGHTING WITH SOME DISADVANTAGES AND SOME ADVANTAGES
Incumbents over-earning
MFN issues on sub fees
Skinny bundles need to cut costs
THE FUTURE WILL BE A COMPROMISE BETWEEN THE PAST AND THE PRESENT
PLAY CLIP
