The success of the Digital Content NewFronts will be determined by deal flow.
Media experts and analysts are expecting the high-profile events put on by multi-media congloms and new media distributors like Aol, Yahoo, Hulu, Microsoft, YouTube, Disney, and Vevo that are meant to entice the affections of advertisers will generate upwards of $1 billion in new media advertising. It will be at least several months before we know whether or not that number is accurate. But the truth is, the NewFronts are already generating a significant amount of deal flow, and have been in the weeks leading up to the presentations, just on the opposite end of the content creation spectrum.
In preparation for the dog and pony shows, distributors, production companies, and key talent have been busy negotiating and inking deals, so that their programming, properties, and associated persons can be a part of the various content exhibitions.
“In this new thriving area of the business, it is great to have a moment where distributors are focused on content acquisition,” said Sarah Passe, Business Development Executive at CAA, one of Hollywood’s top talent agencies. “The deal flow generally happens in advance of the NewFronts, enabling buyers to have content and talent on-hand for their presentations.”
In the disaggregated new media landscape, which lacks a cohesive programming calendar and the familiar movie and television concepts of “Pilot Season,” “Summer Blockbuster,” and “Fall TV Lineup,” there have been no overarching industry deadlines by which entities are compelled to complete deals. That is, until now.
Even if advertisers spend $0 on programming presented during the week’s worth of events (which they won’t), the NewFronts have created a moment in the year where interested parties are encouraged to put together deals. And that, in itself, can be considered a success.
Photo Credit: SalFalko