London (Reuters) - entertainment companies-Viacom and Endemol join forces to launch a new brand of entertainment called Viacom Blink! that will target women aged 16 to 49 years.
The partnership is part of the Viacom strategy to win more adult viewers and more particularly women, according to Bob Bakish, President and CEO of Viacom International Media Networks (VIMN), a unit of Viacom Inc..
"It is continuing to grow our portfolio", he told Reuters. "Serve us children and families with Nickelodeon, with MTV youth market and begin to build a significant adult position with Comedy Central."
He declined to give financial details of the agreement.
Programming is featured Viacom flashing! include "Hot in Cleveland" dummy "make me a.", "Forensic science", "Rescue Special Ops", "Home and Away", "the Secret life of Us", "Spirited", "Fashion Fix of the Gok',"the little Couple"and"Fear factor we"."
The long-term partnership will give VIMN access to more than 4,000 hours of content for television and digital media, with about 800 hours during the first year platforms.
VIMN also said that it was in talks with movie studios to present a selection of feature films on the channel.
Bakish said that with so many services already targeting adults United States, Viacom Blink! was not a "radical" change of Viacom, even though it was an opportunity to focus on a particular audience primarily in emerging markets.
PILOT OF POLAND
The new brand will debut in Poland in the summer, and while Bakish gave no timetable, partners, have developed an expansion plan that will focus on Central Europe, the Middle East and Latin America.
"We believe there is a possibility of wide pay TV landscape associated with a service like that", said Bakish.
"We must obtain permits to operate and see how the world is changing." It is certain attractiveness for emerging markets that have faster growth characteristics, but I would not be surprised if we did something in a more mature European market. ?
Bhavneet Singh, General Manager of emerging markets at VIMN, said that the Poland made sense as a place to launch.
"It seemed just as the Poland has a balance robust TV business, is growing, and we have a solid business and a good ability to execute the plan."
For focusing on the Endemol Netherlands, best known for the creation of the revolutionary "big brother" reality television show, the scale of society was a step up to the standard.
"This is not a simple provision of a few concerts, but hundreds of hours per year," said Ynon Kreiz, President and CEO of Endemol.
"This is an additional step that a regular provision of performances on a base show-by-show", he told Reuters, adding that Endemol can pursue more such partnerships in the future.
"What is exciting for us, is that it is a new global brand launched by probably one of the channel operators more sophisticated in the world," said Kreiz.
"From a perspective of Viacom, it is a supply guarantee of quality shows." One of the greatest challenges for a new channel is that it is difficult to find enough shows. ?
A presentation in London this week, Viacom executives said that although the new channel is slanted towards women, it was not exclusively for a female audience.
(Reports by Mike Collett-white.) (Reporting by Jill Serjeant)
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