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Lead-In Youtube Sees ‘Red’ Sub Tier Bringing Green Splashy Rollout Leaves Some Questions in Its Wake: Chiefly, Will It Be Worth $10 a Month?

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Lead-In Youtube Sees ‘Red’ Sub Tier Bringing Green Splashy Rollout Leaves Some Questions in Its Wake: Chiefly, Will It Be Worth $10 a Month? Lead-In YouTube Sees ‘Red’ Sub Tier Bringing Green Splashy rollout leaves some questions in its wake: chiefly, will it be worth $10 a month? BY ANDREW KRUKOWSKI elsewhere down the road, Kyncl said. Daniels said the talent involved in OUTUBE’S ad-less, subscription- all of the original productions “have based YouTube Red is joining risen democratically” through the Ythe ever-growing field of SVOD ranks of YouTube viewership. Kyncl services looking to tap into viewers’ said YouTube Red is hoping to incu- wallets on Oct. 28. bate material from its talent, similar The viewers that YouTube covets, to MTV in the late ’80s and ’90s. He however, are young, videogame-loving hopes that specific talent pool will avid consumers, especially allow YouTube Red to distance itself women. This tech- from the glut of other digital VOD savvy cohort is very services hitting the market. accustomed to enjoying The talent and their connections hours upon hours of to a very connected fan base free content, which pos- are formidable assets for YouTube es intriguing challenges Red, the company notes. for YouTube in trying to Reaction from press and online charge $9.99 a month commenters was mixed—many for a rarefied version of YouTube Red’s initial development slate of 10 original shows includes Scare praised the expanded spotlight for its 10-year-old platform. PewDiePie, a reality-comedy project starring Felix Kjellberg (a.k.a. PewDiePie). YouTube stars but questioned the Announcing the ser- price of the ad-free feature. And what vice at a splashy event ference in their getting started. YouTube is betting big about that name? Execs said their in Los Angeles on| viewing experience, on original content,” Daniels said. research linked the word “red” with Oct. 21, execs said the company said. The diverse slate of 10 originals love, exclusivity and YouTube itself. YouTube Red will allow YouTube chief busi- features a range of YouTube creators. Despite the originals push, Kyncl users to surf the site ness officer Robert Titles include Scare PewDiePie, a waved off comparisons between You- completely ad-free, Kyncl said YouTube reality-comedy show featuring Felix Tube Red and other SVOD services across multiple plat- Red is only available Kjellberg (aka PewDiePie); a scripted with bigger original content, like forms. Original program- in the U.S. at launch, spoof of the reality music genre called Netflix or Amazon Prime. He believes ming and movies will also but new markets are lined Sing It!; a zombie reality show, Fight YouTube Red and Netflix are “180 de- be available to YouTube Red subscrib- up for next year. YouTube Music will of the Living Dead; romantic drama grees opposite” of one another. “This ers beginning in 2016. not be available until late 2015. Single by 30; and a feature-length is our way of doing it,” he added. Other features include the ability Kyncl and other execs detailed the concert film from singer/comedian The company tried originals before, to listen to YouTube videos while rollout at a media briefing at the com- Lilly Singh, A Trip to Unicorn Island. of course, with the $100-million Origi- using other apps on your phone, pany’s posh Space LA production fa- “YouTube is like the best boyfriend nal Channel Initiative in 2012. Instead saving videos to watch offline and ac- cility. Attendees sat at tiny café tables I’ve ever had,” Singh told the crowd. of the homegrown likes of Bethany cess to YouTube Music, which replaces as Kyncl and several other YouTube Shows range in length from six- Mota or Tyler Oakley, it favored the YouTube Music Key beta, allowing executives, including Susanne Daniels, minute episodes to more traditional celebrities like Madonna and Ashton users to listen to and/or watch music global head of original programming, 22- and 44-minute episodes and feature Kutcher and established brands like files and music videos seamlessly. spoke in front of a massive video wall films. Content appearing first via the the WWE. It met with a collective Non-subscribers won’t notice any dif- on a pearly white stage. “We’re just YouTube Red service may be available yawn and was quietly abandoned. DISNEY USES FORCE OF SYNERGY TO BOOST STAR WARS TRAILER BOW WHEN WALT DISNEY more about how Disney’s about this important and Co. marketers released TV networks drove tune-in, powerful storytelling me- the trailer for Star Wars: see DataMine, page 24.) dium” of TV, Iger said. And The Force Awakens last During his acceptance it drew volumes of view- week, they skipped movie speech Oct. 20 at the ers—MNF wound up the top theaters and the Internet B&C Hall of Fame, Disney program on TV that night, as the leading edge of the chairman and CEO Bob Iger with 13.9 million live-plus- rollout. Rather, they chose noted the decision, one of same-day total viewers. live television—a much- many designed to enhance That’s far less than the 112 ballyhooed slot at halftime synergy around the first million who saw the trailer of ESPN’s Monday Night Star Wars release since the online over the first 24 Football game between the company’s $4-billion acqui- hours, but they all didn’t New York Giants and the sition of Lucasfilm in 2012. click “play” at the exact Star Wars: The Force Awakens Philadelphia Eagles. (For “That speaks volumes same time. —Dade Hayes 4 BROADCASTING & CABLE OCTOBER 26, 2015 BROADCASTINGCABLE.COM 1004_LeadIn.indd 1 10/23/15 4:13 PM Lead-In TV Feels Harvey, Herzog and Lear No Biden Ad Bite Among New Tartikoff Honorees VICE PRESIDENT Joe Biden’s Quintet to be celebrated Jan. 20 during NATPE Miami 2016 decision not to run for president BY JESSIKA WALSTEN dashes a chance that TV could see even more campaign ad cash NATPE’S 13TH ANNUAL during this election season. Brandon Tartikoff Legacy Had Biden run, not only would Awards will honor Steve he have probably spent more than Harvey, Doug Herzog, any of the candidates challenging Quincy Jones, Sophie Turner Laing and Norman Democratic front-runner Hillary Lear on Jan. 20 during Clinton, but Clinton would likely the annual NATPE Harvey Herzog Turner Laing have had to up her game as well. Market and Conference “It would have been a competi- at Miami Beach’s content that now reaches that was his trademark. I recognizes “television tive primary in paid media, where Fountainebleau Resort. across every platform,” wish warm congratulations professionals who there currently isn’t one,” said “It would have meant said Lilly Tartikoff. “Nor- to each of them!” exhibit extraordinary Elizabeth Wilner, senior VP of so much to Brandon that man, Quincy, Sophie, Doug The Legacy Award, passion, leadership, inde- Kantar’s Media Ad Intelligence, NATPE has kept alive his and Steve embody the presented in association pendence and vision in the who oversees the company’s love for what has become creative brilliance and with Broadcasting & Cable process of creating televi- Campaign Media Analysis Group. a new world of entertaining passion for the business and Multichannel News, sion programming.” FATES AND FORTUNES EXEC MOVES OF THE WEEK (1) KEVIN MERIDA will succeed Jason Whitlock as editor-in-chief of ESPN’s The Undefeated. Merida heads to 1 2 ESPN from The Biden Washington Post, where he most recently served as 1 Wilner says Clinton has either managing editor. already spent or reserved airtime (2) JOHN ECK through the New Hampshire has been tapped primary amounting to about $14 as chief local million to $15 million. She would media officer for 2 have ratcheted that up had Biden Univision. Eck, challenged her. who previously “It’s hard to say how much the 4 3 was executive VP vice president would have raised of technology, and been able to spend,” Wilner PROGRAMMING UPDATE: will now oversee 3 said, but conventional wisdom is the broadcaster’s he wouldn’t have raised as much PICKUPS AND DEPARTURES 128 television and as Clinton has. radio stations. TLC has appointed (Clockwise from top left): ABC picked up (1) Dr. Ken for a full season According to The New York (3) SARA HELMAN as VP, development Oct. 20, making it the first fall comedy to get a backorder. Discovery’s Times, Biden’s advisers said he and production. Helman most recent- longest-running show, (2) Mythbusters, will end after season 14, which would have needed to raise $30 ly oversaw production for Discovery premieres Jan. 9. Caitlyn Jenner will return to E! for a second million for the early primary Communications sister network season of (3) I Am Cait, the network announced Oct. 22. Summer ABC states and $40 million to reach Destination America. 44 Blue Pro- series (4) The Whispers got the axe after one season. Super Tuesday. The advisers told ductions uppedJULIE MERSON to VP him it could not be done in the of development. The company also time available. named ALISON DAMMANN and WILLIS Most of Clinton’s current op- ROBERTSON directors of development. ponents have not spent much Dammann joins 44 Blue, which has money on TV advertising, includ- produced reality series including ing her closest challenger, Sen. IN THE SPOTLIGHT Wahlburgers and According to Alex, from Relativity Media. Robertson Bernie Sanders of Vermont. Telenovela star Lucero (left) with CMAG has predicted that po- previously worked for Bunim/Murray her mom backstage at the His- Productions. SCOTT DEMSPEY has litical ad spending for 2016 races panic Television Summit on Oct. 22. will reach $4.4 billion, of which been named VP and general man- Lucero was at the NYC Television about $3.3 billion will go to local ager of Charlotte, N.C., CBS affiliate broadcast TV and $800 to local Week event to accept the award for WBTV.
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