Business of Media
Netflix picks Microsoft as global advertising partner as it plans new service tier
The bake-off to find Netflix’s inaugural advertising partner is over, and Microsoft is the winner. The tech giant will be Netflix’s global advertising technology and sales partner, the streaming service said Wednesday, reports The Hollywood Reporter’s Alex Weprin.
“Microsoft has the proven ability to support all our advertising needs as we work together to build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members,” Netflix COO and chief product officer Greg Peters wrote in a blog post.
The deal with Microsoft will allow Netflix to enter the ad space quickly, though Peters cautioned that it is still “early days” for its ad-supported offering.
Google says paying publishers could ‘undermine trust in search engines’
Google’s UK public policy manager has claimed paying news publishers for their content could undermine otherwise high trust in search engines, reports Press Gazette’s Bron Maher.
Tom Morrison-Bell also criticised the forthcoming Online Safety Bill, arguing its exemption for news publishers may undermine its own goals by preventing platforms from quickly removing harmful content.
Speaking on the same panel, Impress’ head of regulation also questioned the bill, saying it privileged freedom of expression above other rights.
How the streaming wars created a $34 billion cottage industry
Refrigerators aren’t movie stars, but they can pose a particular problem when they have a cameo onscreen. When Larry David casually opens the door in Curb Your Enthusiasm, those shelves need to be full of food and drink, and each one of those items is likely to have a brand: Perrier sparkling water, Pacific chicken broth, Clover cottage cheese, reports Nine Publishing’s Sophie Haigney.
Product placement has long been a feature of Hollywood. Seeking a boost in brand recognition and association with cool characters, makers of beverages and cars, especially, have for decades paid or engaged in a quid pro quo to get their products into films.
But the rise of streaming has led to an explosion in product placement. Brands are looking for new ways to get eyeballs on their products, and productions are looking for creative ways to offset costs. Product placement is now a $US23 billion ($33.9 billion) industry, up by an estimated 14 per cent since 2020.
Agencies
Swifty Media welcomes five new clients
Swifty Media has welcomed five new clients across a range of categories – giving the new independent media agency a busy start since launching in February 2022.
Swifty Media have added RSL Victoria, Live Wire Park, St Vincent’s Foundation, Geelong Outdoor Furniture and VitalCALL, a division of Chubb Fire and Security, to their Agency roster in four months – with further accounts set to partner in the coming months.
Nick Swifte, founder and managing director said, “This has been a very exciting period for Swifty Media, and we have delighted in the opportunity to learn more about our new Client’s businesses and to strategise and execute their campaigns.
“It is a privilege to work with each of these new clients to help them grow and maximise their goals – as it is a privilege to work with every media supplier across the country.
Thanks must also go to everyone who has assisted us so far with mentoring and advice to ensure each of our Client’s campaigns have been executed with the very best of opportunities.”
Shopper promotes Sam Cameron to NSW group sales manager
Retail out-of-home business, Shopper, has promoted Sam Cameron to the role of NSW group sales manager – Independent Agencies and Direct Client Sales.
Guy Taffs, Shopper’s NSW sales director – Independent Agencies and Direct Clients, said, “Shopper has been at the forefront of growth in out-of-home (OOH) in recent years, with the team aiming to become the leading retail outdoor partner to our indie agency and direct clients. This goal is already well underway given our recent performance in market and the outstanding results from the most recent IMAA Pulse Survey.
“As a results-driven professional, Sam’s appointment is critical in achieving our targets as we continue to focus on delivering effective campaign outcomes to our independent agencies and key direct partners.”
Radio
2GB host Ray Hadley blasts fill-in Chris Smith over Coral Princess comments
2GB host Ray Hadley has blasted fill-in presenter Chris Smith over comments made about the Coral Princess cruise ship, which has allowed passengers and crew to disembark despite recording 118 Covid cases onboard, reports news.com.au.
Hadley said he was “embarrassed to be on the same network” as him in a heated rant following Smith’s comments on Wednesday.
Smith called for calm as panic threatened to ensue over yet another inevitable outcome on a tightly-packed cruise ship. He said passengers were well aware of the risk, and said they should be let off the ship in Sydney immediately considering the skyrocketing Covid tally in NSW.
“We are in a different realm, this is very different. We have defences against the virus now and it’s not like following the Ruby Princess,” Smith said.
Television
TV is bigger and better than ever. Is it time the Emmys adapted?
When the first Primetime Emmy Awards were held in 1949, there were just three categories: most popular television program, best film made for television and most outstanding television personality, reports Nine Publishing’s Thomas Mitchell.
At the time, the US population was slightly over 149 million, but only four million people actually owned a TV set. Sadly, this meant most of the country missed out on seeing Pantomime Quiz win the inaugural Emmy for most popular television program.
Fast-forward to 2022, and everything has changed. Chances are you not only own a TV but also pay for several streaming subscriptions. Over the years the Emmy categories have been expanded but are simultaneously failing to keep up with how varied the TV landscape has become, as evidenced by this year’s nominations.
Aussie drama the quiet achiever
They may be noisy and do well in Overnight numbers but after Total TV numbers are in, Reality TV shows don’t always come out on top, reports TV Tonight.
Who knew there were Dramas outranking Reality TV shows? They are rarely afforded the same amount of column inches.
Episodes of Home & Away and Mystery Road: Origin have all outranked MasterChef Australia, Australian Ninja Warrior, and Big Brother.
Americans age 50 and up are powering streaming growth
The streaming business is maturing. So are the viewers. Americans age 50 and older are powering the growth of streaming video in the U.S., accounting for the biggest increase in time spent on services such as Netflix, Hulu, and YouTube, according to data from measurement firm Nielsen, reports The Wall Street Journal’s Sarah Krouse.
People 50 and over accounted for 39% of streaming watch time as of May, up from 35% a year earlier, the data show. Overall streaming usage increased across the board, but the growth came disproportionately from older audiences and the share of viewing by every other age group decreased over that period. People ages 50 to 64 claimed a larger share of streaming time than those ages 35 to 49 for the first time, according to Nielsen.
Sports Media
Kyrgios shaping as star attraction of Netflix tennis documentary series
Nick Kyrgios is shaping up as a cash register for a streaming giant thanks to his explosive and drama-filled tennis antics, reports News Corp’s Fiona Byrne.
The show on legs that is Kyrgios has untold value for Netflix, and tennis in general, with the gifted but unpredictable Australian one of the players being followed as part of a new documentary series for the streamer.
His profile and bankability – already huge – will undoubtedly skyrocket once the series airs, presumably next year, as he is sure to have a major chunk of airtime.
Whatever you think of him, Kyrgios is the entertainment machine of world tennis who people will want to watch on the series.