NATPE 2013: Workshops, Panels & Celebrations

Published on in Industry Announcements / Events

The 2013 NATPE Market & Conference in Miami is the only American program market serving the worldwide television community, and is known throughout the world as a key media event to attend. In addition to double-digit overall gains in attendance this year, NATPE welcomed 1,000+ domestic and international buyers to the milestone 50th Anniversary too, making it the highest number in more than five years, according to NATPE President and CEO Rod Perth.

Starting with a classy opening night reception poolside at the Eden Roc Hotel, it was great bumping into familiar ProHUBBer Chad Crawford from Crawford Group. Not only did we bump into a few ProHUBBers while at NATPE, but learned plenty from some of the industry’s heavy hitters, famous faces and top notch execs.

Mark Cuban, Cable Defender

Mark Cuban, owner of the NBA’s Dallas Mavericks and chairman of hi-def cable network AXS TV, kicked off the NATPE keynote session defending the traditional television model. 

Sources: TVWeek & Cynthia Littleton, Variety.

Appearing Monday at a high-profile Q&A session with CNN’s Poppy Harlow, Cuban said television maintains a big advantage over the Internet in video and as a driver of social media. 

Said Cuban: “The Internet is designed for everything but video. Television has become the medium for starting the social conversation that more people participate in than any other medium.”

“He asserted that even programming that runs in the middle of the night on niche cable nets with no promotion typically draws more viewers than much of the video content on the Internet,” Littleton writes. “Cuban said the interest in driving second-screen activity is why his AXS TV emphasizes live events like concerts.”

Cuban sees an uphill battle for Internet providers of OTT, or over-the-top, services — video, essentially — as they compete with cable and satellite providers.

"When you have unlimited choice you also have unlimited expense … in trying to get your content to come to the front," he said. "YouTube spent all that money to get content. They don’t know what’s going to work."

Cuban also noted: “Views on VOD are growing faster than on YouTube.”

Littleton adds: “Cuban thinks consumers will continue to pay their cable/satellite bills even with rising costs because it’s simply easier.”

Cuban said a shift to an a la carte model would “kill television,” Littleton notes.

Said Cuban: “People like bundles. They don’t want to have to work to get their entertainment.”

video courtesy of: https://www.facebook.com/GREGGRORYTM

Masters of Messaging Session: 

Advertiser or Content Provider: A Brave New World or Back To The Future?

In the upended marriage of content and advertising, questions are endless: Who is paying for what? Who is the client? Who owns the “IP”? The history of branded content is well known, but the future is hard to see clearly. What was once just local radio content is now living as globally streamed video - and content, promoted by marketers and advertisers, is now available on all platforms. What were once services and products are now becoming content brands themselves, and advertisers are forming partnerships with creatives in new, unimaginable ways. Are advertisers deciding what we watch, and are they really adding value? Let’s find out from the leaders in the marketplace. This session will make you think about TV and entertainment in ways never before imagined! 

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Moderator(s):  Robert Friedman, Former President, Media & Entertainment @radical.media, President, New Line Television 

Panelist(s): 

Chauncey Hamlett, Sr. Brand Manager, Prestige Brands, Bacardi USA; 

Michael Gross, CEO, Morgans Hotel Group;  Frank Cooper III, CMO, Global Consumer Engagement, PepsiCo;  Michael Nyman, Chairman/CEO, PMK*BNC  

So, why are companies creating their own content?

Cooper responds: To create good entertainment and have the brand add some sort of value to that entertainment. 

Trying to not just create a hotel brand, but a lifestyle brand. Gross comments.

(The main lessons learned weren’t all that different from the advertising partnership models discussed at last year’s NAB keynote with Ben Silverman, where transparency and valuable, engaging  yet targeted content was stressed). 

Attesting to the murky waters of tracking ROI on some of new types of integrated campaigns, Cooper added: Money follows what can be measured. 

How are you measuring your product’s success to prove to clients that what you are doing is working?

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That’s a cool first! 

NATPE||Content First and Realscreen Summit partnered to provide onsite video conferencing stations in both Miami and Washington, D.C. to facilitate communications and business opportunities among attendees despite the events overlapping.

Did any of you also attend NATPE 2013 or RealScreen this past week? If so, what did you think? What was your favorite panel about? Email us at blog@productionhub.com!

images courtesy of Google, NATPE and Steve Rotz

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