Harnessing The Power of Original Content for Leverage in Distribution Deals - Gary Reisman

Welcome NewMediaMetrics our newest MediaBizBloggerThe LEAPamp8482 Report Leveraging Emotional Attachment for ProfitThe cable industry has been rapidly changing over the past six years No longer is cable about airing second or even thirdrun content Its future is in original content and cable TV networks have begun to pump more resources into those endeavorsOver the past six years the cable industry has spent more than 190 billion developing and investing in original contentMost media executives believe original content is needed to stay relevant and build ad revenues There39s more to it than that Original content that has a dedicated and passionate following is a great way for cable networks to lock in their distribution dealsIn the dance between cable networks and cable operators negotiations are an ongoing process Cable operators can only afford to pay for so much content and most certainly over time will need to drop networks that have less powerful marketplace appeal The stronger and more loyal a following to a network and its original shows the less likely cable operators are to drop that networkThink of AMC with the success of quotMad Menquot and quotThe Walking Deadquot These shows have such loyal audiences that any cable operator who attempted to drop the network would be foolhardy indeed Customers and loyal fans would deluge cable companies with phone calls emails snailmail letters and much criticism on socialmedia channels After that they would quickly flock to alternative distributors to follow those programsFor example according to NewMediaMetrics39 LEAP amp8482 Index quotThe Walking Deadquot draws some of the strongest Emotional Attachmentamp8482 among viewers of any cable program Strong Emotional Attachment means people will find it take the time to watch it DVR it watch it on demand andor watch it in any formplatform on which they can find it on their TV their tablet or wherever they can access itThis type of passion is what drives ratings success and commands high CPM39sConsequently a program like quotThe Walking Deadquot enhances the marketplace value of the network and in a dual revenue stream scenario translates to distribution staying power and strong persubscriber pricingNMM39s LEAP amp8482 Content Investment Marketplace helps cable networks find their tentpole shows by extracting the marketplace value of new show ideas prior to production Financial resources are then diverted to the creation of shows that are predicted to draw the desired audiences the network seeksQuantifying the value of new original ideas on the frontend of the development process will not only assure these new shows will drive consumer viewership but will also differentiate and build loyalty to the network itselfThe bottom line is content with strong Emotional Attachment locks in both sides of the dual revenue streamAbout NMM39s LEAP Content Investment Marketplace NMM uses a proprietary algorithm that calculates the Emotional Attachment consumers have various show ideas LEAP Scores and Indexes are used to predict which new TV show concepts are worthy of investment because they are predicted to draw valuable and loyal viewing audiences Over the past years LEAP has predicted success and failure of new TV shows with high accuracy rate In fact LEAP has increase model success rates by over 32 predicting ratings and rank orders of new broadcast shows with an accuracy of over 70Gary Reisman is cofounder of NewMediaMetrics Gary can be reached at garynewmediametricsnetRead all Gary39s MediaBizBloggers commentaries at NewMediaMetricsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe 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

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Harnessing The Power of Original Content for Leverage in Distribution Deals - Gary Reisman

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