Hulu’s Innovative Triple Play: Upfront News and Views

Venue Madison Square Garden Theater home to big Upfront crowds for Turner The CW and other programmers over the years amp160A trio of large green screens outside the theater posted greeting copy for individual advertisers agencies and media buyers while attendees reached for coffee fruit salad and other breakfast items amp160One moment Progressive would be recognized followed by GameStop or Energizer or Horizon Media seconds later amp160Bottled water and organic mixed fruit drinks from BluePrint were available at stations next to the two main entrances amp160After a taste I stocked up on a few bottles of Lemon Yay made from lemon cayenne and agave amp160A giant green screen presented salutations to attendees inside the theater There was even a short green stairway to the stage amp160Grade 4 JacksPresentation amp160A threepart affair starting with Hulu CEO Mike Hopkins announcing the launch quotat this very momentquot of Live TV on Hulu the combo of Hulu39s current content assortment with 50plus broadcast and cable networks bundled in with a new interface amp160quotThe TV of your dreams is herequot Hopkins declared amp160quotIt is simple and effortless the interface is cinematic by nature and you get access to the TV you want in the home amp160We39re going to boldly go into TV39s next adventure togetherquot amp160That amp8220adventureamp8221 as explained by Hopkins Senior Vice President Head of Content Craig Erwich and Ad Sales Senior Vice President Peter Naylor will match highquality premium content more of it original and exclusive to Hulu with innovative premium advertising opportunities amp160Naylor added that at all times the ad environment will be brandsafe a condition several NewFront participating ventures are expected to guarantee before the end of next week amp160Grade 45 JacksNews amp160Live TV on Hulu will cost 3995 per month with the current ondemand Hulu format still available for 799 per month amp160A parade of new original series begins this summer with I Love You America a weekly political comedyvariety halfhour hosted by Sarah Silverman pictured above amp160Marvel39s Runaways based on the popular comic book will be part of the fall schedule along with superherotimetravel spoof Future Man from Seth Rogen who contributed and narrated one hilarious opening sizzle reel about the use of opening sizzle reels The First Mars colonization saga from House of Cards creator Beau Willimon and Hard Sun end of the worldrelated crime tale amp160Jeff Daniels will top the cast of The Looming Tower a 911themed adaptation of the Pulitzer Prizewinning book while classic Stephen King tales and characters will be dramatized in semianthology Castle Rock executive produced by King and JJ Abrams amp160Both series are targeted for premieres during the first half of 2018 amp160A second season of The Handmaid39s Tale which premiered last week to outstanding reviews also is set for next year Handmaid39s stars Elisabeth Moss and Samira Wiley are pictured at topamp160 Hulu will introduce several new advertising features over the next 12 months from viewers choosing which message to watch from a specific advertiser during breaks to ads where viewers can click to information from a local dealer or affiliate of the product or service amp160Benjamin Moore paints will be one of the first clients to use this approach amp160Dynamic ad insertion for Live TV on Hulu also will be utilized and 360degree commercials where viewers determine the picture39s direction by remote smartphone or tablet will be introduced in the near future amp160Grade 5 JacksHosts amp160Hopkins Erwich and Naylor kept the pace and attitude rolling throughout amp160Grade 35 Jacks amp160Pictured above left to right Erwich JJ Abrams Naylor and HopkinsStar Time amp160Besides Seth Rogen Mindy Kaling pictured belowamp160was on hand with a funny sizzle reel stringing together the many times The Mindy Project sneaked in a sponsor reference amp160quotWe39ve supported a lot of integration and there39s no content on my show about to begin its final seasonamp8221 she saidamp160 amp8220I just hawk products and wear colorful outfitsamp160 You want Mindy to go to the psych ward for Maybelline amp160Okayquotamp160 When Daniels came on to tout The Looming Tower he acknowledged how new this series was quotThey started shooting here in New York this morning amp160This morningquot he bellowed amp160quotI hear it39s doing wellquot amp160On a far less jovial note Daniels promised Tower quotwill remind us how important TV can bequot Silverman ended matters by reminding all present that quotyou are better men and women for sitting through this Upfrontquot amp160Grade 35 JacksCuisine amp160Typical limited MSG breakfast menu amp160Best eat micro vanilla and chocolate popup donuts Worst eat amp160Not an amp8220eatamp8221 but there was no tea amp160Why does MSG not consider tea a breakfast item amp160amp160Grade 15 Jacks Note Cuisine ratings do not factor in to the overall Jacks scoreData Insight amp160When Hulu started almost ten years ago the majority of customers watched via desktop computers amp160Desktop now accounts for only nine percent of views per month amp160Smart TV sets and devices account for 75 percent of monthly viewership with smartphonestablets the rest amp160Hulu39s median age is 33 with 84000 the annual household income amp160Hours per view are up 21 percent from last May while streaming activity is up 50 percent amp160Grade 35 JacksInnovative Opportunity amp160Participation in interactive commerce over TV features arranged under a partnership with Brightline amp160Under a first phase this fall viewers will be able to order movie tickets anywhere in the US delivered to the mobile device of their choice amp160Naylor expects to expand the commerce option several ways next year involving retail and restaurant seating or food orderingdelivery amp160Grade 5 JacksOverall Grade 45 Jacks Hulu had plenty of announcements to dish out in 60 minutes or less while making its case for sponsor support Mission accomplished in energetic and entertaining fashionSpecial note Hereamp8217s a hearty 10 Jacks for Hulu39s afterpresentation talent brunch at La Sirena Mario Batali39s restaurant on 88 Ninth Ave near Chelsea Market amp160Whether member of the press or ad business movers and shakers everyone got quality face time with show stars and producers plus a topnotch lunch amp160Loved the Scottish salmon with peas on a bed of green sauce amp160Let39s see more programmers do UpfrontNewFront events of this kind in New York throughout the year and while weamp8217re on the subject hereamp8217s hoping Turner will consider bringing back its annual Upfront lunch with the stars press event Extremely missedNext up HearstOur Jacks rating systemamp160 5 Jacks amp8211 Excellent 4 Jacks Very Good 3 Jacks amp8211 Good 2 Jacks amp8211 Fair 1 Jack amp8211Poor 0 Jacks Don39t go thereClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Hulu’s Innovative Triple Play: Upfront News and Views

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Simon Applebaum

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Hulu’s Innovative Triple Play: Upfront News and Views

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