Amy Winter of UP TV on the Marriage of Viewers and Brands

Amy Winter UP TV39s Executive Vice President and General Manager pictured above spoke with us about what makes Our Wedding Story and Crazy Beautiful Weddings both premiering this week different from other bridalrelated programmingKathy Newbergeramp160 What makes these shows unique from a viewer39s perspective and how did they come aboutAmy Winteramp160 Timothy Kuryak who is our head of unscripted programming and I had been talking for quite some time about focusing on those big life moments and what that would look likeamp160 We wanted to make sure that we approached weddings in a way that was new and modern and in the positive uplifting spirit that viewers expect from UP TVWe almost called Our Wedding Story quotOur Love Storyquot because that39s what it feels like a love storyamp160 It39s shown in such a cinematic way with such care that I don39t think there39s anything like it on television right nowamp160 The producers started out as musicians and made music videos but to pay the bills they started working as wedding cinematographersamp160 Timothy was stunned by the quality of their work and asked if they39d ever contemplated creating a showamp160 They were turned off by quotreality TVquot and were quotnot interested in doing that or putting our couples through reality television eitherquotamp160 Timothy convinced them to check out the programming we do the brand and what we stand for amp160They did and it39s been a great pun intended marriage because they39re delivering exactly the type of show that we all wanted to haveamp160 The stories we39ve been able to find are amazing viewers will see an adventurous couple in Fiji a DIYer bride and groom marry in a Savannah square and an incredible love story all featured in the first few episodesWith Crazy Beautiful Weddings it39s all about what goes into wedding planning and design in a very handmade wayamp160 It features a wedding planner with a great personality who39s a lot of fun and I love how her team gives her a hard timeamp160 It39s also fun to see the couple39s vision emergeamp160 The show feels like Pinterest come to lifeNewbergeramp160 What makes these shows unique from a business perspectiveWinteramp160 The wedding genre and the baby genre are proven performers they39re timelessamp160 But we39ve updated our storytelling along the way to make sure that we39re representing the times we39re inamp160 We felt validated through the pitching through the development meetings with ad sales that our message was being wellreceivedamp160 I39ve spent the better part of the first half of the year on the road with our ad sales teamamp160 I see the media people nod a lot when they hear about our brand and what we39re trying to do and we39re offering opportunities that resonate with the brands they representWhen I got to UP I was really aggressive about multiplatform and ensuring the content we received from production companies supported thatamp160 With every episode that39s delivered we get additional webisodes that are built out of those episodesamp160 Our digital and social teams also have exclusive content that goes beyond the actual episode each weekamp160 If a brand wants to sponsor the director39s cut and have exclusive content talking to the producers about each episode we can do thatamp160 The programming team works closely with our client solutions partnership team to let them know what we39re producing and to discuss what advertisers need and how we can help them find the right fitAlso we have a streaming service called UP Faith and Family and the series run there digitally after the premiere window on linearamp160 We see great upside for that service when these shows roll out tooNewbergeramp160 It seems like lately people are hungry for connection and for gatherings and reunions of all kindsamp160 Is that part of what makes weddings right for UP right nowWinteramp160 There are a couple of reasons why we39re at this great point to start this genre on our airamp160 Weddings and babies UP39s Expecting for example are the first two categories that we39ve rolled out because they are easy to understand they are great television for people to see and yes there39s a need for them right nowamp160 They showcase our positive and uplifting programming and are like the Super Bowl of life39s momentsamp160 But we anticipate plans to roll out into other categories that fit more of Life39s Biggest Moments all of which dovetail nicely to our docuseries like Bringing Up Bates letting viewers experience the family journeyOur Wedding Story and Crazy Beautiful Weddings premiere on UP TV on Friday June 22Click the social buttons above or below to share this story 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 writers

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Amy Winter of UP TV on the Marriage of Viewers and Brands

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