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The Biggest Web Series Opportunity for Brands Wasn't at the NewFronts: Encore to Austen-inspired Lizzie Bennet Diaries set for this summer
A few weeks ago, the top players in Web video rolled out dozens of new, high profile, star-filled series projects, looking to sway buyers and steal from TV budgets.
But it's possible that the most desirable Web video buy was completely absent from the NewFronts. Indeed, a big question to watch for in this space is which brand or brand is going to nab The Lizzie Bennet Diaries this summer?
When YouTube Cuts You Off: Get Ellen Deca takes Women's Channel Kin and turns it into video ad network
Deca CEO Michael Wayne said he never considered shutting down Kin. "YouTube gave us a fantastic opportunity through their funding to create a world-class channel and network brand," he said. "Young men and women under 18 had a diverse set of [YouTube] brands that catered to them in gaming, humor, etc. We felt high-quality lifestyle channel brands targeting women 18-49 hadn't been effectively aggregated yet. And we have over 75,000 channel subscribers to promote new-owned channels and partner channels."
Kin has already pulled in advertisers such as Diet Pepsi, Target and T-Mobile, and Ellen certainly makes for a nice headliner to push the Kin Community brand forward.
Are ‘Lizzie Bennet Diaries’ Fans The Most Dedicated In New Media?
The Lizzie Bennet Diaries will soon air its final installment, and so we at Tubefilter are celebrating the only way we can. We hereby declare this week to be Lizzie Bennet Week, where we will examine one of the best new channels of the past year. We’ve already looked at the series’ remarkably successful Kickstarter campaign, and today we’re focusing on the LBD viewers, who have made enough art, fan fiction, and video tributes to prove they are among the most dedicated fans in new media.
Marketing Wizard Seth Godin on Success and Inspiration
Whatever the particular market phenomenon he is describing, Godin's central messge is the same: Face your fears. Risk failure. Struggle. Perservere. Be free. He offers no shortcuts or detailed directions.
"Seth is one of the few people I know about whom I would be comfortable using the overused term guru," says Kevin Kelly, one of the visionaries behind Wired magazine and author of What Technology Wants. "Technically a guru is an enlightened teacher of wisdom, not a mere expert. Seth is a legitimate guru. He dispenses wisdom and teaches wisdom. He is forever reminding everyone of the unchanging truths, and then overturning everything else, and constantly questioning his own--and your--discernment between the two."
Michael Wayne was building his digital media company, DECA, when Godin released Tribes. "He captured what we were thinking and experiencing before anyone had a name for it. I bought the book for everyone in our office," Wayne says.
Godin calls himself a teacher. He'd rather give his students a compass than a map. "I'm trying to say to people, just for a minute: Put on a set of glasses and see the world as I imagine it," he says. "Does it work for you? Does it feel right? Does it make sense? And, if it does, don't do what I just said to do--that's a cookie cutter. Invent your own next chapter."
Famous Actors Behind William Darcy of ‘Pride & Prejudice’
Daniel Vincent Gordh stars as William Darcy in “The Lizzie Bennet Diaries,” an internet series that takes Mr. Darcy into the digital age, with Lizzie Bennet narrating her life in a video blog.
Austen Power
To mark the 200th anniversary of 'Pride and Prejudice,' novelists, moviemakers and scholars are releasing a flood of new homages to cash in on the bottomless appetite for all things Austen.
On YouTube's 'Lizzie Bennet Diaries,' the characters have Facebook and Twitter feeds.
Hank Green and Bernie Su's Lizzie Bennet Diaries celebrates #darcyday
The Lizzie Bennet Diaries might be one of the most important web content stories of 2012: The YouTube adaptation of Jane Austen’s Pride and Prejudice has not only secured its financial future thanks to DECA, but has built an intense fanbase for future literary adaptations.
DECA Honored as a 2012 OnHollywood 100 Top Private Companies
AlwaysOn is proud to announce the sixth annual OnHollywood 100—the top companies that are disrupting the Hollywood establishment and creating viable business models for the digital entertainment marketplace.
This year's OnHollywood 100 companies represent leadership in the global innovation community and are developing solutions and technologies that are rapidly pushing outside the bounds of existing markets and away from established players. Companies were selected based on a set of five criteria: innovation, market potential, commercialization, stakeholder value, and media buzz.
YouTube to Double Down on Its 'Channel' Experiment
KinCommunity, a women's-interests channel that launched in December, has around 28,000 subscribers. Its creator, Michael Wayne, acknowledged that adult women "haven't organized themselves around specific" channels on YouTube, but added it means the opportunity exists to "become the big online brand for women."
Mr. Wayne, also CEO of production company DECA, said his team has been "very aggressive in analyzing data" on what viewers like and don't like, and that the channel has made substantive changes, such as redesigning the look of its cooking clips.
Deca Builds Out Premium Network for Moms Video syndicator nabs deals with NBCU, CBS, others
The women’s lifestyle Web video firm Deca is building out a video hub aimed at moms while pushing further into the syndication business.
On May 13, the Santa Monica, Calif.-based company relaunched Momversation, a site originally built around a single Web series aimed at—you guessed it—moms. Now, Momversation.com will serve as a destination for all videos related to parenting, like a clip of President Obama’s visit to The View as well as shows from Deca’s recently launched YouTube channel Kin Community.
The popular Momversation series will continue to live on Momversation.com and across the Web. In fact, Target has signed as a category exclusive Momversation sponsor for the fourth year in a row. However, two other stand-alone Deca brands, Parentsask.com and GoodBite.com, will soon be folded into the new Momversation.com.
Beyond the revamped site, Deca is building on its women-oriented syndication business. Deca has already delivered its own content to roughly 100 mom blogs and sites. But the company has recently inked deals with Discovery, Time Inc., Viacom, NBC Universal’s iVillage and CBS Television Distribution to distribute video content from their libraries.
Time Inc., for example, will rely on Deca to syndicate video clips from brands like Cooking Light and Real Simple, while CBS will provide clips from Entertainment Tonight and The Insider.
Discovery plans to use Deca to seed promotional clips for several TLC series. “We’re always looking to find new ways to help viewers find out about our shows," said Gabe Sauerhoff, Discovery's vp of digital distribution and partnerships. “Deca has created a community and compiles content that speaks directly to that audience.”
Deca is rebranding its syndication network, moving from Her Channel to the M Network. When it comes to ads sales, both Deca and its partners offer brands pre-roll and banner inventory. The company has tapped Web video ad tech firm FreeWheel to help manage ad inventory.
The goal is to build a video network that stands out in an increasingly crowded, data-driven space. “We're never going to be a million sites large,” said Deca CEO Michael Wayne. “But we’re one hundred percent transparent. All of our content partners are public. We only target women. And it’s working. We’ve doubled our revenue each of the last four years.”
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When YouTube Cuts You Off: Get Ellen Deca takes Women's Channel Kin and turns it into video ad network
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