After a two-year virtual operation due to Kovid, AMC Networks is hosting a private presentation tonight in New York, where it will feature a number of digital advertising initiatives.
It has set a new slate of digital originals under its two-year-old content room brand Studio; Has added six new “fast” channels to its roster; And unveiled a new suite of advertising tools
The new channels have joined eight existing channels available on streaming platforms such as Pluto TV, Sling TV, Samsung TV Plus, VGO, Plex and Comcast XUMO. FAST stands for “Free, Ad-Supported Television” and is a growing part of the streaming ecosystem designed to take advantage of the overall growth of viewing. (Nielsen said today that streaming time has increased by 18% compared to last year.)
Advertising revenue is going to be a significant part of the financial picture of the AMC network. In 2021, the company recorded a revenue of $ 3.1 billion, an increase of 9%. Although compared to last year, AMC is operating through a period of significant change. While traditional linear philosophy is expected to make a small and small contribution overall, the portfolio of the company’s specialized streaming outlets will become an influential asset.
New fast channels include AMC en Español, including the Spanish-language version of AMC shows; ALLBLK Gems, a showcase for the company’s black-purpose subscription streaming services; Anime Destination HIDIVE x ANIME; Sports channel overtime; And the short-film outlet Shorts and its Spanish-language version, Cortos.
Kim Kelehar, president of commercial revenue and partnerships at AMC Networks, told Deadline in an interview that the FAST strategy takes advantage of a key distinguishing feature of the company compared to competitors. Unlike Paramount Global, Fox Corporation or NBCUniversal, AMC Networks does not own a large AVOD platform. “The way we approach this place is different from most media outlets,” he said. “We are not handcuffed to own one platform, so we have thoughtfully partnered with six other platforms, and we look forward to more.”
The company has also launched TEAL, a product suite named short for Technology Enabled Audience Led. It has been described as a “one-stop destination” for advertisers to improve their campaigns, including shopping, interactivity, integration and other capabilities.
The first TEAL campaign will be launched in the AMC Network’s Content Room Main Series Show me more: Killing Eve Including a shopping experience promoting Coco de Mere and Hunter Boots.
TEAL will also be the driver of a new slate of digital originals made in the company’s Brand Studio, Content Room. The slate will be distributed across the company’s digital footprint, including AMC +, AVOD / FAST and social media.
Since launching Content Room in 2020, the company has reported success with such shows Coleman’s Bottomless BranchWhich was created and hosted by Coleman Domingo Fear the Walking Dead. Starting as a digital short produced in the early days of the epidemic, it has become an ongoing series featuring across multiple digital and linear platforms and a podcast, sponsored by Diageo.
With Good call Saul Preparing for its sixth and final season, it will have three digital original series across the platform. The list includes more employee training videos, an animated short-form series centering on Jimmy McGill’s childhood in Cicero, IL, and original comedy. Cooper’s barStarring Rhea Sihorn.
“Our Content Room Originals has been a huge success for our audience and our advertising partners,” said Kim Granito, EVP of Content Room. “We are thrilled to be making this progress with a complete programming slate that uses our incredible talent roster and original IP in a truly unique way for our partners.”
The new Content Room Original includes Domingos You Are Hair, a travel series; Get to know a person, which explores “special situations” where it helps to “get to know a person”; And Obsessed with vampiresWhich is tied to the upcoming premiere Anne Rice’s interview with Vampire.
Another rice-related digital original Island of the night, About an exclusive resort open only from sunset to sunrise, providing food for exclusive clients of vampires and mortals. Managing Bratts with Brett Loves Judy from WE tv and ALLBLK series; Show me more showcase series across the AMC network, including on-set exclusive and cast interviews; And Jordan Carlos-hosted Can we talk about this?
