This year’s edition of the Digital Content Newfronts will include more than 30 presenters, making this year’s schedule the busiest one yet. At the same time, one company originally slated to present is changing its plans. Crackle, the digital video distributor owned by Sony, has dropped out of the Newfronts and will instead present during TV’s upfronts in April.
Crackle, previously a regular presence at the Newfronts, was initially slated for the 12-2 PM slot on April 29th, 2015. Instead, the Sony subsidiary will pitch its upcoming programming to advertisers on April 14th.“We feel that our content, which is long form and premium,” Crackle GM Eric Berger told the Wall Street Journal, is “akin to what brands are looking for from TV Networks so we’re aligning ourselves with that.”
The content Berger refers to includes the most popular Crackle program, Comedians in Cars Getting Coffee, which features a half-hour format akin to network TV. Other projects distributed by the company include an upcoming Joe Dirt sequel and the game show Sports Jeopardy.
Ultimately, Crackle’s decision is mostly a cosmetic one, but by taking its presentation to the Upfronts, the company has a chance to pitch to some advertisers who might otherwise ignore its overtures. We’ll keep an eye on its upcoming offerings, and those planning to attend Crackle’s event should adjust their calendars accordingly.