- Share this article on Facebook
- Share this article on Twitter
- Share this article on Flipboard
- Share this article on Email
- Show additional share options
- Share this article on Linkedin
- Share this article on Pinit
- Share this article on Reddit
- Share this article on Tumblr
- Share this article on Whatsapp
- Share this article on Print
- Share this article on Comment
This story first appeared in the May 16 issue of The Hollywood Reporter magazine.
“It’s getting there.” That was the feeling at the NewFronts, April’s digital video pitch in New York. No outlet has Netflix-style buzz, but all touted strategies to capture a slice of the online pie. Predicts ad buyer John McCarus, if online video spending were to reach $1 billion in 2014, “that would be a statement.”
Imitating Netflix
Xbox Entertainment Studios, well-funded and run by CBS vet Nancy Tellem, is considered one of the few platforms that could challenge Netflix in longform, non-ad-driven series. But she offered few updates on its live-action Halo from Steven Spielberg. Sources say the studio — which only revealed a handful of projects with actual premiere dates — has been unsure of how to structure its deals, making for a slow process. “It’s been a lot of heavy lifting,” says exec vp Jordan Levin.
PHOTOS: From ‘Arrested Development’ to ‘House of Cards,’ Exclusive Portraits of Netflix’s Stars
Joining the Party
After a shortform hit in The Bachelor spoof Burning Love, Yahoo is expanding into longform with scripted projects from Paul Feig and Mike Tollin. Many griped that the tech giant’s presentation failed to impress, though video programming chief Bonnie Pan notes, “This is just the beginning.”
Trying to Reinvent
The fresh faces of Hulu — new CEO Mike Hopkins and content head Craig Erwich — had no new series to tout. Instead, they renewed freshman comedy Deadbeat and revealed premiere dates for returning series. Hopkins says Hulu will triple its marketing budget in the next year. “This is a transition year,” says Vuguru CEO Larry Tanz, who has sold his studio’s The Booth at the End to Hulu. “Developing a slate takes time.”
STORY: Jerry Seinfeld’s ‘Comedians in Cars Getting Coffee’ Gets Four More Seasons
Sustaining Status Quo
Sony-owned Crackle has been a digital player for a decade, but only recently has it found a hit in Jerry Seinfeld‘s Comedians in Cars Getting Coffee. GM Eric Berger calls it “a fantastic anchor” and renewed it for four seasons with sponsor Acura. Sony’s distribution prowess allows Crackle’s slate, which includes Sports Jeopardy! and Tightrope from executive producer Bryan Cranston, to take more risks. Notes Tanz, “Their shows are less about what advertisers want and more about what audiences want.”
Surprising Stability
After three years of originals, AOL has emerged as a stable player. Its formula is shortform, unscripted video with a celebrity anchor, such as My Hero with Zoe Saldana. Video president Ran Harnevo picked up 12 new series. Says Principato Young digital vp Corey Moss, “They know who they are, and they do it really well.”
Related Stories
THR Newsletters
Sign up for THR news straight to your inbox every day