NATPE: People are Figuring Out How to Distribute Their Content Digitally - Jack Myers

Sir Martin Sorrell quotWe all have to think about contentquotWith this week39s annual National Association of Television Programming Executives wwwnatpeorg conference relocated from Las Vegas to Miami Beach the event has taken on a more global flair As one longtime attendee commented quotIt feels more like MIP than NATPEquot That should be music to the ears of NATPE president Rick Feldman who has struggled to quotreinventquot the gathering of producers and distributors since its heyday when Wolfgang Puck served pizza to Columbia Tristar39s clients and friends and when celebrities heldforth in elaborate corporate booths seeking US TV station distribution for their firstrun and offnetwork series Of the more than four thousand executives at this year39s NATPE up 30 over last year far more represent international media and digital media than the traditional TV station execs who once called NATPE homequotContent makers are playing for keeps on the Internetquot quotes the description for a lead NATPE panel quotThey recognize there39s a bright bold future in online programming and some of Hollywood39s best minds have turned to the Webquot Multiple NATPE panels this year include executives from digital companies that are seeking to capture their share of the more than 14 billion that marketers are forecast to invest in Online Originated Video Content Advertising in 2020 compared to the 22 billion in ad spend that is available to domestic broadcast syndicators See Jack Myers Media Business Report Media Advertising ampamp Marketing Investment Report 20002020 But those who question the health of the legacy broadcast content syndication market should visit NATPE and spend time with executives from broadcast stations the leading domestic and international program syndicators and others who while not bullish at least see respectable growth opportunities into the foreseeable future Turner Broadcasting39s Michael Wright summed up the state of the business quotIt39s a very robust marketplace if you have the ratings and the hitsquot CBS Television Distribution president John Nogawski advised content producers quotThe doors are open at CBS Our shingle is out and we are looking to do more programsquotBut front at center at this year39s NATPE are digitallycentric companies like Google YouTube Electus Demand Media Yahoo Microsoft Break Media Tremor Media Netflix AOL ATampampT mDialog 5Min Media Revision3 Alloy Digital Intel GoTV Samsung My Damn Channel Roku and Ning have had a quiet but influential presenceA NATPE panel featuring quotThe New Guard of Digital Deal Makersquot aptly points out quotIt used to be that Hollywood39s deal makers were all working at studios talent agencies or networks Now they are all over the entertainment business and the new guard of dealmakers are inking deals left and right With the growing focus on digital production entertainment and content the folks making the deals have changed tooquotNATPE featured the final public appearance of Jeff Zucker as president of NBC Universal and included appearances by WPP CEO Sir Martin Sorrell and American Express CMO John Hayes The conference floor abounds with the leaders of digital mediaincluding Yahoo39s Ross Levinsohn AOL39s David Eun and Netflix39 Ted Sarandos alongside the TV network station and syndication executives you39d expect to see in years past but had been absent at NATPE for the past couple of yearsquotBeing here is very important as people are figuring out how to distribute their content digitallyquot commented dailymotioncom GM Joy Marcus whose prior NATPE visit was more than a decade ago quotWe need a digital content marketplacequot added Joe Michaels senior director for business development for Microsoft Corp WPP39s Sorrell succinctly captured the overall theme of NATPE quotWe all have to think about contentquot he said in a detailed session in which he laid out his company39s present and future strategyIf there mantra for the industry39s next decade it would beamp8230amp8230WE ALL HAVE TO THINK ABOUT CONTENTJack Myers can be reached at Jackmediadvisorygroupcom JackMyersThinkTank is free and underwritten as part of MediaBizBloggerscom by subscriptions to Jack Myers Media Business Report wwwjackmyerscom Subscribe free to all MediaBizBloggers reports at wwwMediaBizBloggers For Jack Myers Media Business Report subscription information visit wwwmyersreportcom or contact Jack Myers at Jackmediadvisorygroupcom Jack Myers and Media Advisory Group provide details on all underwriters and companies in which we have an investment at wwwjackmyerscom

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NATPE: People are Figuring Out How to Distribute Their Content Digitally - Jack Myers

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