How To Get Your TV Franchises Extended Over Multiple Platforms that Engage Your Viewers and Work for Your Advertisers as Well

Jan 13, 2015  •  Post A Comment

Over at the A+E Networks Peter Olsen, the company’s executive vice president of ad sales, has been working on a particular dilemma, writes Jon Lafayette in B&C [Note: some of B&C’s content is behind a firewall and you may be asked to pay for it.]

That dilemma is: How to take “big tentpole events” shown on the company’s various channels, such and A&E and History, “ ‘and make them more like multiplatform franchises,’ Olsen [asks]. History’s answer [has been] short-form story-telling extensions that advance the stories and work on the platform they’ll appear on, whether its video-on-demand, digital or mobile.”

Olsen added, the story says, “I don’t think we expect too many people to sit with their iPhone and watch an hour-long episode of ‘Vikings.’ But watching a five-minute compelling piece about your favorite character that’s a real story lends itself to mobile.”

The article continues, noting that “History’s advertising marketing group helped create a video journal for Athelstan, the popular priest character from ‘Vikings.’About a dozen short-form pieces are being produced. The vignettes will run separately online and on mobile, and then be combined to create an hour-long special that will air on the network, helping History recoup its investment in creating the content. Verizon will be a key sponsor of the special, but spots from other advertisers will run as well.”

To read a lot more details about this very interesting article on branded content, we urge you to click on the link, above, which will take you to Lafayette’s original piece.


One Comment

  1. How many minutes of ads will run with a 5 minute mobile show?

Your Comment

Email (will not be published)