2016 TV Year in Review: Rafe Oller, GM & CEO, Z Living
The below post is part of Found Remote's 2016 Year in Review guest post series and is written by Rafe Oller, GM & CEO, Z Living.
Total Audience Measurement
At Z Living, we’re currently creating an unwired network that’s a syndicated brand opportunity, and we’re receiving a great deal of interest from agencies and advertisers. With this “brand mega-block,” as opposed to buying advertising only on a network, our clients will have the opportunity to buy advertising inside a show, and everywhere it airs.
This idea was fueled by the massive shift we’re seeing in the way TV viewership will be measured. We believe the industry will soon be moving to “total audience measurement” across all content platforms – TV, digital, mobile. This would effectively free networks from current distribution limitations, paving the way for products such as the “brand mega-block.”
The boiling point
The future is all about positivity. We’re beginning to see a distinct change in the type of content audiences are seeking. We think people are burnt out on the media culture of negativity. There will always be an audience for controversial shows and people behaving badly, but viewers are now looking for more positive content. If you look at the success of sites like Upworthy and POPSUGAR – with which we announced a strategic partnership in March – you’ll find that people’s desire to feel inspired, heartened and motivated is stronger than ever. Z Living will be premiering our first original block of primetime programming in January, and each series focuses on people who are making positive changes to their lives – whether that’s adopting a new canine companion, embracing a healthy lifestyle with your partner before marriage or finding the strength to overcome extraordinary obstacles.
Traditional distribution models are rapidly changing
For cable networks, moving into 2017 and beyond, it’s no longer about being in the right “neighborhood,” but being in the right “basket.” We’re seeing a substantial shift in distribution models, with services and platforms like DISH’s Sling TV and Comcast’s Xfinity, and conversions from traditional channel lineups to these baskets of channels that each share a common genre or focus. Moving forward, the key for different brands and networks will be visibility within their like-minded groupings, or baskets, as opposed to what numbers they are on the channel lineup.