Autumn Media Update: Advertising Week, Hispanic TV Summit, NCC Media Upfront

Advertising Week final full week of SeptemberYou could boil the theme of the week down to one word programmaticAlmost every other session appeared to focus on some aspect of the programmatic advertising movement including how it impacts every media imaginable At the same time the week overdosed on programmatic sessions it totally underdosed on TV to the point where only one panel amp8211 yes one was devoted to the subject A lively debate on linear TV39s future Note Other TV luminaries were scattered on various panels most notably a session on original contentNothing on the growing adoption of smart TVs and interactive TV apps Nothing on the growing impact of videoondemand digital video recorders and ultra HD Nothing on the explosion of original scripted programming or bringing more diversity to the medium Let39s get real Advertising Week organizers This is inexcusable By going way overboard on anything programmatic you let your constituency down on dealing with TV Please make every effort possible to see this doesn39t happen again next SeptemberTwo other important points 1 That nicelystaged linear TV debate was preceded by an Advertising Research Foundation powerpoint display which had nothing to do with the topic at hand and was gobbledygook to boot Given this panel was either organized or sponsored by the ARF there are no qualms with them touting their work like this However they should have stayed on topic 2 How about at least one Advertising Week panel dealing with the opportunities on Internet radio and podcasts Full disclosure My interest derives in large part from doing an Internet radiodistributed program Still isn39t this subject long overdue for industry exposureThe quote boxquotI watch lots of TV on my laptopand I watch lots of my computer stuff on Apple TVquot Webby Awards founderAOL program supplier Tiffany ShlainquotIt39s a great time to be in TV It39s a bigger way to connect brands and audiencesquot Former ABC Family president now independent executive producer Michael RileyquotYou need to be developing content for all the platforms and fund it in unique innovative waysquot eOne Television executive Tara LongquotNone of these platforms matter if you don39t have a hitquot Comedy Central president Michele GainlessquotThe challenge isn39t collecting big data it39s interpreting itquot Amazon Studios president Roy PriceHispanic TV Summit October 2This oneday focus on the Latino TV marketplace from the publishers of Broadcasting ampamp Cable and Multichannel News has become a mustsee attraction A number of blockbuster people impacting this side of the medium spoke up including NBC Olympics president Gary Zenkel new mun2 president Ruben Mendiola and Televisa USA chief creative officer Michael Garcia In the aftermath of the World Cup soccer tournament from Brazil the big focus was on the role of sports in Spanishlanguage TV The panel and oneonone sessions were wellspaced throughout the day Still there was little said about a vital question What39s the next frontier of Spanishlanguage TV Is it weekly comedies dramas and variety series produced in the US with US Latino talent in control Is it interactive services Is it something else not on anyone39s radar screenThe quote boxquotMinorities are becoming the majority We39re seeing the maturing of the multicultural market and we39re migrating to the age of all media being digital We39re not at the saturation point of new networks The appetite for new nets is always going to be there on the part of the consumerquot amp8211 Starcom MediaVest Groupamp8217s MulticulturalLatin America chief executive officer Monica GadsbyquotHave you heard programmatic enoughquot Fox Hispanic Media executive vice president of advertising sales Tom ManeyquotTotal market is like the Loch Ness monster Nobody39s ever seen itquot Univision Communications executive vice president of advertising sales Steve MandalaquotMost networks take an antiquated view of how to reach Latinos Small specifics of culture are left out The networks need to figure out showing the lives of US Hispanics You have to make shows with characters that reflect the reality of their lives and make those lives matter We need more parts more roles and more shows that offer such relevancequot Televisa USA chief creative officer Michael GarciaquotScripted or unscripted you have to show authenticity with the imperfectionsquot Discovery US Hispanic Networks content vice president Bilar Joa SilarquotWe can be an entertainment superstation That39s where we39re goingquot mun2 president Ruben MendiolaNCC Media Upfront October 9Just when we were enjoying a breather between this year39s cycle of upfront spectacles and next year39s events along came a presentation from NCC Media the localnational spot cable operator cooperative And guess what This Gotham Hallstaged event was highly entertaining with plenty of punch lines by senior vice president Andrew Capone a succession of welledited and scored videos and dynamite music by La Bamba and The Hubcaps including a onenote trumpet solo that had to come close or beat a Guinness World Record if anyone had timed it Don39t forget the panAsiansushi bar with sliced mushrooms on skewersSome choice Capone tidbitsquotI need your attention for 20 minutes Our CEO has given up his seat just for youquotquotForget programmatic We39re going right to dinnerquotquotWhen it comes to big data we39re going from amp8216Mad Menamp8217 to amp8216Mad Men and Womenamp8217quotquotDon39t worry amp8216Dating Nakedamp8217 has been renewedquotquotBravo will be teasing us next year with amp8216The Real Housewives of New Jersey State Penitentiaryamp8217quotquotThe time of 25 million people watching amp8216American Idolamp8217 is gonequotUntil the next time stay well and stay tunedThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Autumn Media Update: Advertising Week, Hispanic TV Summit, NCC Media Upfront

Author

Publish date

Channel

Archived in

Simon Applebaum

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Autumn Media Update: Advertising Week, Hispanic TV Summit, NCC Media Upfront

Enjoying This Commentary? There's More to Love

Simon Applebaum

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

The payment was successful

Cookies