Crazy Like A Fox? When News Becomes "Lifestyle Content"
1. Fox Is Getting Into The Lifestyle Game
Unlike its peers, Fox did not dive head-first into the Streaming Wars.?It often feels like the company is getting left behind, as the other three major broadcast networks have launched splashy new apps. And WBDs Dave Zaslav, owner of HBO Max and Discovery+, announced plans to become the 5th broadcast network.
Fox does own Tubi, one of the more popular FASTs and while they have been making good use of the service, it’s not the same thing.
That is why, like many in the industry, I assumed when I saw Sara Fischer’s article in Axios this week about Fox moving into lifestyle content that it would be via Tubi.?
But no, I was wrong. The new lifestyle content is actually via Fox News… [READ MORE]
?2. “This Is Us” Series Finale Sees Over 6 Million Live Viewers
This Is Us, NBC’s long-running drama, has won a bunch of Emmys and is considered to be among the best of traditional network TV. That said, while it is now considered impressive that the series finale pulled in around 6 million live/same-day viewers, that number needs to be considered in context of the?M*A*S*H?series finale back in 1983.
That episode, the most-watched series finale ever, drew in roughly 106 million live viewers.
While the ratings for?This Is Us?are likely to double once the streaming and DVR (L+7) numbers are in, the 100 million viewer difference is pretty striking.
Okay, very striking... [READ MORE]
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Featured Report:?The IRIS_ID—Making CTV More Transparent For Buyers And Sellers
In the absence of a safe and secure way to share metadata, CTV publishers have largely opted not to do so. As a result, brands rarely have insight into where their ads run, let alone whether the environment was brand-safe or contextually relevant. As more eyeballs shift to CTV, this presents a major problem.
This report examines how?IRIS_ID?solves for this by creating uniformity for content-based metadata across multiple publishers, and how third parties are using it to holistically plan, target, verify and measure campaigns.?
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While Fox does not have the streaming presence of the “Big 4” competitors like Comcast, Disney and Paramount, there’s a chance that changes as the company invests in growing Tubi, Fox Nation and Fox Weather. CEO Lachlan Murdoch revealed the company?plans to spend $200-300 million on streaming annually?going forward.
“If Disney tells me that their pricing is plus-20[%], I can say, ‘Go screw yourself. I’m going to Paramount, and I’m going to YouTube.’”?
With Storm Clouds Gathering, Does Disney’s Bob Chapek Go For A ‘Transformational’ Sale Of Hulu?? [NextTV]
Will Chapek need a Hail Mary deal to fix his place in the Disney firmament? Or will he end up a pandemic-era placeholder between the sainted Bob Iger and whomever might come next atop of the Mouse House? Some are suggesting Disney must clarify its muddled bundle strategy, particularly regarding Hulu.?
So it seems that linear TV isn’t dying and neither is streaming. That was the key takeaway from this year’s increasingly overlapping NewFront/Upfront season, though the question of what that ultimately means was often lost in a sea of announcements around new measurement currencies and new programming.
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