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Archive for August, 2011

Niche, Scripted Programming Faces Tough Road to TV

If you haven’t seen or heard of it, Half-Share, a show about six gay men vacationing on Fire Island, is hilarious. But as Edge Media editor Steve Weinstein noted, it may be “the funniest sitcom you’ll never see on TV.”

Despite praise from audiences at festivals and screenings, Half-Share, like most pilots, remains unsold. At a panel Weinstein organized at New York’s LGBT Community Center, creator Sean Hanley, Here Media’s Josh Rosenzweig, Logo TV’s Christopher Willey and US Weekly’s Bradley Jacobs, got together to discuss why gay cable networks in particular are having a difficult time with scripted content, despite seeming demand.

“Don’t you think a gay network needs a signature show?” asked Hanley, referring to the rise of nondescript reality television on cable.

Hanley, a TV alum (The Nanny), produced the half-hour pilot independently to pitch to television networks. Having screened at the multiple festivals, the series boasts rare on-location shots of Fire Island and a talented cast of TV actors including Alec Mapa (Ugly Betty), Jack Plotnick (Lovespring International) and Sam Pancake (Lovespring, Pretty, Will & Grace). It’s funny, especially given the dearth of programming explicitly focused on non-domestic gay culture. Shows like Modern Family and Sean Hayes’ possible sitcom are more family-friendly.

Rosenberg, a filmmaker, theater producer and TV host on here!, said Half-Share was a “wonderful piece,” and Willey, Logo’s head of east coast development, called it “incredible.”

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Which Brands Are Spending the Most in Online Video?

Well, really the question answered here is which category of brands is dominating the online video spending numbers right now. The answer: Consumer Packaged Goods (CPG), according to a new report out from video ad network YuMe (Q1 2011 Video Advertising Metrics Report), which showed CPG brands accounting for 28% of all video ad spending. The report examines video ad data from YuMe’s network only, but still a large enough sample size at over 30 million ad impressions per day.

The CPG industry in North America alone is valued at over $2 trillion—including all those things we consumers pick up regularly like food, beverages, household products and personal care items. Think Procotr & Gamble, Colgate, Unilever, Coca-Cola, Nestle—you get the idea.

And just who are those CPG brands most interested in reaching? The ladies, of course, with Females age 25-54 coming up as the most requested age demographic for the first quarter, accounting for 14% of total the total RFP’s (requests for proposal). The trend line for that demo is up—by a strong 11%—from the same quarter in 2010. Another finding, requests for female demo targeted campaigns are more than double the requests for male demo targeted campaigns. The breakdown:

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Childrens Hospital Gets Another Season on Adult Swim

TheWB.com original web series turned Adult Swim television hit Childrens Hospital is tearing up the Nielsen ratings for its Thursday 12AM time slot, especially among the coveted 18 – 34 year-old adults demo. The program created by and starring Rob Corddry alongside a stellar cast of traditional and alt comedians (including Rob Huebel, Ken Marino, Megan Mullally, Henry Winkler, and others) and one helluva laundry list of guest stars (like Jon Hamm, Michael Cera, and Sarah Silverman, among others) is tearing up those Nielsen ratings so well, in fact, Adult Swim ordered another 14 episodes.

The announcement ensures the dysfunctional group of doctors – who walk the halls of Dr. Arthur Childrens’ hospital and practice a special kind of Patch Adams meets General Hospital meets Eli Roth brand of medicine guided by a grotesque interpretation of the Hippocratic Oath – will be around for a fourth season.

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Rob Lowe Directs Horror Film for Butterfinger

Rob Lowe is the new Christopher Guest who’s channeling Wes Craven who’s stealing product spokesperson gigs from Bart Simpson. The marketing minds behind everyone’s favorite crispity, crunchity, chocolatey, caramely, and peanut buttery candy bar Butterfinger tapped Alec Baldwin’s platonic ideal of a beautiful man to direct a comedic and campy 25-minute short horror film starring the Nestlé product.

Butterfinger bills Butterfinger the 13th as “first-ever film produced not by a major studio or filmmaker, but by one of America’s iconic candy brands,” and brands the flick as coming from the “modern master of psychological terror.” It’s set to debut on the Butterfinger Facebook Fan Page Thursday, October 13.
Here’s a synopsis: “Butterfinger the 13th will take its audience on a perilous journey with the film’s hero, whose paranoia leads him to believe that someone wants to lay a finger… in more ways than one.” And here’s a taste:

But that’s not all! The good people at Nestlé were savvy enough to create a Making of Butterfinger the 13th web series promoting the short film marketing the brand. It’s good, too, especially when you consider the amount of kinda juust okayish faux documentaries on the web.

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‘A Day in the Life’ of Richard Branson (Is Pretty Cool)

Morgan Spurlock is hardly new to web shows, in fact the Oscar-nomiated filmmaker (Super Size Me) was one of the first to leap in, with his man-on-the-street competition series I Bet You Will way back in the choppy video days of 2000, that would eventually get picked up by MTV.

Now the filmmaker returns to the internet—and its much improved bandwidth—for distribution of his latest project, A Day in the Life which premiered yesterday on Hulu. The series of half hour mini-docs, delivered in easily watchable 22-minutes episodes, with each one tackling a different notable personality over a 24 hour period. First up for Spurlock is Virgin founder/CEO—and poster-child for adventureous billionaires everywhere—Sir Richard Branson.

May 25 and 26 of 2011 were the days in question—it’s really ’24 hours in the life’ but the chosen title was a little more catchy. The episode started off just like any of yours or my typical days do—scraping together a few billion dollars to buy some Lloyds Bank branches then dinner in London with The Queen and President Obama, followed by a flight early the next morning back to the States.

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Watch This To Ease Your Computer Eye Strain

If you’re ever up past your bedtime staring at an internet connected device watching time-shifted television, movies on-demand, or original online video programming and you begin to have positive feelings towards Ben Stein because, even though he made “vast amounts of money by luring the unsuspecting into overpaying for a financial product they should under no circumstances buy,” he did star in those Clear Eyes commercials and you could really go for a few drops because you’re vision is blurred from continually staring at light emitting diodes for several hours, then you probably suffer from Computer Vision Syndrome (aka CVS). But don’t worry! It’s only temporary and one of the largest not-for-profit vision care companies in the United States has a web series that can help.

VSP Vision Care’s EyeFiles features a 40-something-year-old mom from central casting discovering and/or dealing with her children’s eye issues on a sound stage with three model rooms from Ikea and help from VSP otometrist Leanne Liddicoat. The installments are part hip-but-still-kinda-staid-yet-informative PSAs and part marketing material for VSP Vision Care’s services.

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Jenna Marbles Week Continues! The Tubefilter Interview (Video)

Shark Week’s got nothing on Jenna Marbles Week. We’ve been admittedly a little gaga for the 24 year-old Bostonian this week, starting with our vlog on Monday, and her meteoric rise in just one year into the Top 100 Most subscribed YouTube channels. Most notably, she added over 640,000 subscribers in just the past four months alone.

Jenna Mourey, better known to fans as Jenna Marbles, first broke out with widespread video “How to trick people into thinking you’re good looking,” a brash honest deconstruction of her own arduous beauty rituals. Marbles is fearless, capturing millions with her and vocal call to figth back against random grinding dance moves by sweaty clubgoers. That even landed her this week on ABC’s Good Morning America.

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Selena Gomez Apparel, Kmart Star in Back to School Series

Speaking of back to school web series and online originals from Alloy Media + Marketing, the teen and tween oriented media program provider just launched a sophomore season of a web show that makes sure audiences know Target isn’t the only chain of American discount department stores where you can stock up on stylish gear for the new school year.

First Day 2: First Dance is the six-episode sequel of Alloy’s eight-episode First Day, a Kmart-sponsored Groundhog Day reboot for high school coeds that reportedly drew over 10 million viewers and stars Tracey Fairaway (Make It or Break It), Elizabeth McLaughlin (Ugly Betty, The Clique), and Kmart’s exclusive Selena Gomez fashion line instead of Punxsutawney Phil.

Wendy Goldman Getzler at kidscreen notes the new episodes will feature direct links to retail items from Gomez and other Kmart labels including Bongo and Glo. The season is set to debut September 30.

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