TLP TransMedia Strategies for Broadcast News Outlets

THE NEWS ABOUT THE NEWS.  “Nearly half of respondents (48 percent) said their primary source of news and information is the Internet, an increase from 40 percent who said the same a year ago. Younger adults were most likely to name the Internet as their top source —55 percent of those age 18 to 29 say they get most of their news and information online, compared to 35 percent of those age 65 and older.” (Source:  Recent Neilsen Report.)

Click Box Below for 2011 PDF from TLP.

TLP Completes “Connected TV” White Paper – Latin TV Market Focus

Managed TV versus Over the top video

The impact of connected TVs on the TV industry (RequestPDF – contact button)

What You Need To Know: A Sixty Second Version

UNIVISION STATEMENT AT YOUTUBE:  You’ve probably read the headlines: “New census milestone: Hispanics reach 50 million”; “U.S. Hispanic population tops 50 million” and one of our favorites “Los USA — Latino Populations Grow Faster with Wider Spread.” The U.S. Census numbers have confirmed that the Hispanic population has reached an important milestone, the 50 million mark. We are waking up to a new reality, a new face of America. The New American Reality video speaks to the unique experience of being Latino in America today.  Univision is proud to Inform, Entertain and Empower the Hispanic community. To learn more about how we reach the Hispanic consumer. 

March 18, 2010. Cable TV Is Doomed. “The death of cable television would probably still be inevitable without the Federal Communications Commission’s national broadband plan, which aims to expand broadband Internet access to 90% of Americans and dramatically increase access speeds. …We’re already familiar with two business models for web TV: Hulu’s ad-supported programming and iTunes’ micro-payment system of about $2 per ad-free show. Both of these are preferable to cable not only because they’re more cost-effective but because they allow the viewer a greater degree of control. You only pay for what you watch, whereas with cable you pay primarily for things you’ll never watch. Americans watch on average 5 hours of TV a day, so a cable subscriber with 100 channels is only consuming 0.2% of the programming he or she is charged for. With the average cable bill swelling to $64 a month in 2009 from $47.50 a month in 2004, ditching cable for web-based TV is an increasingly attractive option.

It is well known the broadcast television industry faces an unprecedented crisis amid a global economic downturn. News and industry experts have reported a dramatic fall in TV advertising spends, in many countries up to 50%. … and earnings drops to levels of 1995. There has been a multiplication of channels, brand confusion, and an ongoing fragmentation of audiences … An increasing number of bankruptcies of networks and production companies populate the news channels. This trouble in the global broadcast industry is well known by now.

An average of 179 Million Americans watched online video each month in 2010. Engagement levels also rose, with viewers watching online videos more frequently88.6 million people watched online video on an average day in December 2010 (up 32 percent from December 2009), while viewing sessions totaled 5.8 billion for the month (up 13 percent). The average American spent more than 14 hours watching online video in December, a 12-percent increase from last year, and streamed a record 201 videos, an 8-percent increase.

In February 2008 the average Hispanic-American over the age of 11 spent more time online than watching television, according to the Terra Networks-sponsored “Hispanic Syndicated Study,” conducted by comScore Media Metrix. In general, online Hispanics—independent of their language preferences and acculturation levels—are heavily engaged in technology,” wrote the report’s authors.  Every day, more than half (56%) of Hispanic-Americans surveyed said they spent at least an hour online, which was slightly more than the 50% who spent an hour or more watching TV. On a weekly basis, Terra reported that more Hispanic-American Internet users spent 13 or more hours online (30%) than watched TV for the same amount of time (23%).

Telemundo Internacional chooses TVU for live Internet broadcasts for its blockbuster Telenovela series “Decisiones” Mountain View - August 15, 2008 – Telemundo Internacional, an NBC Universal division deemed the preeminent leader in Latin American television worldwide, and TVU Networks, a global live Internet TV service with a user base of 18 million viewers in 200 countries, jointly announced today the addition of a Telemundo channel dedicated to its chart-topping series “Decisiones” that will be available worldwide excluding Mexico and the US.

October 14, 2010 Article:  TV revenue growth in Latin America set to explode “TV revenue in Latin America will be worth $18.5 billion in 2015 – up more than 50% on the 2009 total, according to a new research report from Informa Telecoms & Media. Latin American economies are showing signs of long-term strength, signalling big growth for television services in the next five years. “Greater economic resilience is now allowing the Latin TV sector to enjoy stable growth – putting it in its best position for decades,” said analyst Adam Thomas. In other words, with more disposable income floating around, subscribers are more likely to pour it into living-room entertainment. The growth will be so significant as to reduce the North American market’s dominance in pay-TV uptake over the next five years: Informa is forecasting that pay TV subscription numbers are anticipated to reach 57.3 million by the end of 2015 in the CALA region, up 57% from 36.6 million in 2009. In contrast, the U.S. in 2009 had 96 million digital households – almost 80% of the pan-continental total. By 2015 its statistical dominance will decline to accounting for 63% of the Americas total. Informa is expecting consistent growth in digital TV too, with the Latin region forecast to almost quadruple in size from 15.9 million digital TV households at the end of 2009 to 57.1 million by 2015. Brazil and Mexico combined to account for 51% of digital subscribers at the end of last year, their combined regional share will edge up to 54% during the forecast period.

A Brand is Not a Logo … It’s an Experience.

Kevin has clearly led the field with Fortune 500 Companies. If they adopt “Lovemarks” as a branding strategy, why are medium and smaller companies reluctant?

The Love Kitchen – TransMedia 4 Screen Syndication Strategy

TLP is assisting TheLoveKitchen with TransMedia, 4 Screen Packaging of the reality show which is now in development.  Synopsis from Show Website.  “The Love KitchenTM is a new seductive dating and upscale cooking show combing sex appeal and food.  TLK unmasks the true personalities of the contestants by turning up the temperature on their first date.  Forget the bedroom. Ever wonder what your date is like…in the kitchen?  Our show uniquely pairs couples together in the kitchen, to see if they can stand the heat – and one another.  “True personalities come out the first date,” says Hang Holyda, the Executive Producer.   She should know.  With a Masters in Psychology, she’’s been studying this a long time – and now she’’s created a show that puts it all into practice.   You can learn a lot about a person during stressful situations.  The kitchen is the perfect place to learn the truth about your potential love interest.  “When stressed, it’s really difficult to contain one’s personality.  Cooking can be stressful, or it can be sensual. The best experience involves a little of both. “  TLK is a cross between ‘The Iron Chef’ and ‘The Dating Game.”  Cross-platformed Webisodes and Episodes offer delicious recipes to help viewers brush up on their culinary skills in a fun and competitive social setting.  Each show involves two contestants competing to win over the main date with their culinary skills and charm by cooking one at a time in front of the date.  In the end, the date chooses the winner as their future dating partner.”

And sometimes the kitchen experience is a total failure where the winning male or female would rather just go home.

Its light and full of surprises mixing secret ingredients, exotic dishes, challenging recipes and impossible situations to determine who makes the grade.”

The proposed Show Hosts are Maikka Weston and Scott Rose.  The show is owned by Success Productions:

The Legacy Productions Branding “Lovemarks” for Reality TV Series: JOBz

Kevin Roberts, CEO of Saatchi & Saatchi turned the advertising agency around with the concept and implementation of Lovemarks branding strategies for Fortune 500 clients.    A few years ago, Saatchi & Saatchi looked closely at the question:   What makes some brands inspirational, while others struggle?  And they came up with the answer: Lovemarks:  the future beyond brands

The Legacy Productions has implemented specific Lovemarks of:

Aspiration, Perseverance, Endurance, and Overcoming

… into the JOBz reality TV series’ brand image.  These Lovemarks are found throughout the JOBz’ webpage, print literature, key artwork, and other graphics in the show Media Kit.  http://www.jobztv.com

Here are some of the JOBz show posters:

Jordan’s Become Legendary Campaign – What’s the Lovemark Here?

In January 2008, the “Become Legendary” Campaign was launched.  From the Press Release:  “BECOME LEGENDARY” is intended to inspire consumers to exceed expectations, challenge conventional views of sportsmanship and explain that greatness is attainable. Using evocative imagery, the ad campaign animates the Jordan Brand core truths – Authentic, Uncompromised, Earned, and Aspirational – which speak directly to the brand pillars derived by Michael Jordan’s personal values and philosophy for success.  We think Jordan Brand, a division of NIKE, Inc., did something exceptional with this Campaign.

Kevin Roberts, CEO of Saatchi & Saatchi introduced the concept of Lovemarks into the world of integrated brands in 2004.  Roberts is considered the guru of Lovemarks and speaks about the Blacks rugby team of New Zealand in this short clip “Nothing is Impossible.”  It’s clear there is a real connection between the Become Legendary Campaign and it’s message, its Lovemarks and Roberts’ description of the Blacks and “Nothing is Impossible.”  This is pull marketing and inbound marketing at its finest hour …

MORE ON USE OF LOVEMARKS IN A WEBSITE OR BLOG CAMPAIGN …

Check Out The Legacy Productions” “One Brick at a Time Campaign” By Clicking the Box Below

The Back Story 1.2 on Our “One Brick at a Time Campaign” with Will Smith Video

BACK STORY 1.2 ON THE LEGACY PRODUCTIONS’ “ONE BRICK AT A TIME CAMPAIGN”.

OUR GOAL:  1,000,000 views by March 1, 2010

So … What Are Your Lovemarks … At Your Blog or Website … Your Answer is Important

As human beings, we connect to one another by inspiration.  The “One Brick at a Time” Campaign follows the birthing TAG LINE of The Legacy Productions:  “…one inch at a time.”  It’s part of our story.   It’s why The Legacy Productions chose a Mission Statement of producing and distributing content that is empowering to our audience, to our company, and to our crews.

Photo Courtesy of Denise Carbonel

The Pittsburg Steelers had a motto in the ‘70’s.  Whatever it takes. Persistence … determination … under difficult circumstances.  It’s what we do. And it’s part of The Legacy Productions’ brand image.  We combine creative insight with emotion.  It’s not a weakness.  We do it on purpose.  Deep down, don’t we all just want to find an emotional connection to something?

Photo Courtesy of 33 Interactions

Pure inspiration for The Legacy Productions took form when we were sitting around listening to Al Pacino’s speech in “Any Given Sunday.”  Right.  Too much free time.  We were spitballing.  Throwing concepts on the wall.  We do that too.

It was during a difficult period for us – when we needed real inspiration.   New ideas.  Ideas are the new currency of the Web 2.0 world.   Money helps and follows.  But fresh new ideas are the coin of the realm.  And yes Pacino’s speech has crude language.   Lighten up.  Come on.  He’s a coach.  It is football.  It’s an Oliver Stone flick.   The points made in it harmonize with Will Smith’s advice in the video we chose to be a part of the “One Brick at a Time Campaign“.  It’s emotional.  It grabs you.  We could sanitize the speech here for the indelicate, but that would not be truthful — and it wouldn’t be any fun.  In reality, despite the crudeness of some of the language there is no doubt the Kevin Roberts’ Lovemarks of intimacy, sensuality and mystery are somehow present here in a raw form.  Racking our brains as to where … but we feel it at a gut level, and that is what Lovemarks are all abut.

Does it read the same in text as it plays in the video?  Not really … but you tell us by leaving a comment below.

I don’t know what to say really.
Three minutes
to the biggest battle of our professional lives
all comes down to today.
Either
we heal
as a team
or we are going to crumble.
Inch by inch
play by play
till we’re finished.
We are in hell right now, gentlemen
believe me
and
we can stay here
and get the shit kicked out of us
or
we can fight our way
back into the light.
We can climb out of hell.
One inch, at a time.

So what does this have to do with the “One Brick at a Time Campaign?”  We believe a lot.

Insightful advertisers are telling us left brain thinking doesn’t cut it anymore.  Some special brands are so far out in front that they seem to have evolved into something else.

Photo courtesy of Bart Claeys

The Kevin Roberts’ Lovemarks concepts we introduced in our “One Brick at a Time” Backstory 1.1 have literally exploded in useage in the Web 2.0 cyberworld.   Brands have created a loyalty that goes beyond reason frenzy in a race to the top.  That loyalty is created through mystery, sensuality, intimacy and creativity; those that can put these ideas into action will become truly coveted brands.  As Kevin points out, Lovemarks allow the brands to charge a “premium” for their product or service … and it continues to work.  Why?  It’s all in the story, in the mystery, the intimacy and the sensuality.  What brand is not interested in charging a premium in this economy?

You want “lifetime” customers and you want them to have a love affair with you, so that no matter what the competition does, no matter what discount shops or big box stores are offering cheaper, they will stay with you and they will pay a premium price to do so. Just as you will stay with your wife or your husband over 20 years because you have loyalty towards them beyond reason; a force that is bigger than a feature and much larger than a benefit is at work.

Create loyalty beyond reason!

Postscript

In our opinion we face the beginnings of one of the most expansive times ever. We are re-establishing a Renaissance age of old, some might even dare to say an age of new.

It is…

The age of new ideas.

The age of hope.

The age of discovery.

The age of dreams.

The age of emotion.  Where’s the emotion?

Think about it.  Doesn’t it seem like emotion has been taken out of the equation of most purchases? Deep down, don’t we all just want to find an emotional connection to something?   Take real estate for example – we aren’t buying into the realtor’s knowledge of real estate, or because he has “the guaranteed home selling system” – features and benefits like this are transparent.   What we are buying is their integrity and belief that they actually give a damn about us; that they actually care about the type of house we want to build our hopes, dreams and memories in.   All people want as consumers is to feel the world through all 5 of our senses.   It’s where the emotion comes in.

Brands that can ferry us to that mysterious place; brands that can move us from logical reasoning to emotional responses will in all likelihood create loyalty beyond reason.

Convinced?  Find out more here.

The Back Story 1.1 on Our “One Brick at a Time Campaign” with Will Smith Video

Why Did The Legacy Productions Create its “One Brick at a Time Campaign”? Our story begins with Laura Van Vleet [http://www.linkedin.com/in/lauravanvleet], an incredibly gifted, intuitive writer with The Legacy Productions.  She sent out an email to all of us entitled “Motivational Monday”.  It had two video links in it and one of them was the Will Smith Video we are now using for the “One Brick at a Time” Campaign.

The Legacy Productions, like many businesses wanted to stand out from the “clutter” by doing something different – something better than other media companies.  We like “coloring outside the lines”.  TLP was heavily influenced by “The Persuaders” 2004 PBS Frontline series.  We closely studied this series and were particularly convinced Saatchi & Saatchi Worldwide CEO’s Kevin Roberts’ new millennium goal of only moving on advertising campaigns that create “consumer loyalty beyond reason” just made good sense.

Why Will Smith? The answer is transparent.  Will is an extraordinary individual.  He’s done exceptionally well in his craft.  But there is more.  He has a philosophy of “never give up” – never let anyone tell you that you cannot do something.  This is a main theme in the video we incorporated featuring “The Pursuit of Happiness” scene between Will and his real son.  In our challenging times, we all need hope and when we find it we need to distribute it.  We believe there is an Audience, a Community out there that will congregate around this video, talk about it, share it, be empowered by it.  The “One Brick at a Time” Campaign’s primary purpose is to do just that.  It’s about letting the world know “we all are not going to give up”.

Photo - Courtesy of Pixelposition

Why “One Brick at a Time?” for The Legacy Productions? The answer is also simple.  We heard the voices of our existing clients and those of new Clients say.  PROVE IT.  Show us that outbound marketing is over and the new game in town is this social media – inbound marketing thing.  Do it with an existing video that is already in CYBERSPACE.  So a second purpose of the Campaign is to do just that for our clients:  DEMONSTRATE THE EFFECT OF SOCIAL MEDIA AND INBOUND MARKETING INCORPORATING EXISTING VIDEO.   It’s cutting edge for every business.

Kevin Roberts also said in “The Persuaders” that every business needs to know this – whether small or massive Fortune 100’s.

“It used to be called television, and the 30 second television ad is the greatest selling technique ever created.  But technology and consumers have moved, and now we are part of the Screen Age. The combination of movement, color, music and words creates an emotional field that is highly engaging for people, whether it is to present a point of view in documentaries on public television such as “The Persuaders” or to sell laundry detergent.  Music and humor are especially important. Music creates mood; it is a shortcut to the heart.  Humor is highly empathetic.” Kevin Roberts, CEO Saatchi & Saatchi Worldwide.

Kevin calls these  techniques “ Lovemarks.”  Lovemarks actually involve Mystery, Sensuality and Intimacy.  Those are three words you won’t find at Harvard Business School.   Kevin tells us “Mystery is about great stories, being inspired, blending past, present and future, icons and symbols.  Sensuality is about how you evoke all the senses in your product or communication.  And Intimacy invokes passion, commitment and empathy. This is how you create emotional communications.”

Does Your Business Have a Lovemark?

The Legacy Productions is a Hub for creating Campaigns integrating engaging video with inbound marketing.  The Legacy Productions is your Lovemark Media Company.  We know only creative people can follow Kevin’s advice and present this to an Audience for any business.  The Legacy Productions has taken Kevin’s instruction to heart and strategizes small to large company social media and inbound marketing campaigns using video, text, graphics, and other visual art forms.

MORE BACKGROUND on “One Brick at a Time”: In the 2004 “The Persuaders,” Frontline series turned conventional advertising on it’s head.  We call it the “Gretzky Effect.”  You have to skate to the puck where people that are like you congregate.  The reality is:  The Legacy Productions is a full service production company – but really we are a media company with the ability to effectively use content we create, suggest or that already exists in a Client’s portfolio and re-purpose it in new ways.

The Legacy Productions’ inbound marketing strategies are to develop “loyalty beyond reason” Campaigns where the Client’s content is used online to entertain, infotain, edutain in order to build an audience.  The rage on the street is “social media” and “inbound marketing.”  Our challenge is to cut through mass-media clutter and to overcome consumers’ growing resistance to their pitches.  Marketers have developed new ways of integrating their messages deeper into the fabric of our lives. Through sophisticated market research methods to better understand consumers and by turning to the little-understood techniques of public relations to make sure their messages come from sources we trust, marketers are crafting messages that resonate with an increasingly cynical public.

Courtesy of Amber Lambke

Why Did The Legacy Productions Use Will Smith’s Video? There is no doubt Will smith is iconic.  But after watching the video, how many viewers actually knew his beliefs and his philosophy.  We believe there is an empowering story which relates between Will Smith’s meteoric success in the entertainment world and the principles Will Smith lives his life by revealed in the video.  In a competitive, product-saturated marketplace, a new product needs to have something beyond the brand — an added value, an idea, a “story” behind the brand.

The Legacy Productions story is founded on Will Smith’s  “One Brick at a Time” philosophy – actually “one inch at a time.”  Want to hear more about the”one inch at a time” beginnings of The Legacy Productions?

TO BE CONTINUED…  Stay Tuned Tomorrow for Back Story 1.2

SUMMARY: Let us tell you what “one inch at a time means” to The Legacy Productions inspired from a famous Al Pacino speech.  How many knew Will Smith’s favorite book is The Alchemist?  What is this new “hush-hush” field of Neuromarketing?  How can it affect your business?  Some applications of “One Brick at a Time – Expanding” Social Media 2.0 is for every business:  “Restore Your Health – One Brick at a Time.  Watch this Will Smith Video.  There’s Something in it for You.”