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{"id":34066,"date":"2015-06-18T05:53:50","date_gmt":"2015-06-18T09:53:50","guid":{"rendered":"http:\/\/www.beet.tv\/?p=34066"},"modified":"2015-06-18T05:53:50","modified_gmt":"2015-06-18T09:53:50","slug":"furman-smg","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2015\/06\/furman-smg.html","title":{"rendered":"Brands Struggle to Develop Compelling Video Content: SMG’s Furman"},"content":{"rendered":"CHICAGO — As subscription-based streaming platforms like Netflix and HBO Go gain a larger and larger share of people\u2019s TV-viewing time, brands are losing valuable opportunities to get in front of consumers. But developing their own content — which is sometimes viewed as a way around the problem — and making it good enough to resonate with people has proven challenging.<\/p>\n
\u201cYou think about even the best and brightest minds in Hollywood and how many times do you have hits versus misses?\u201d says Harvin Furman, Starcom\u2019s SVP COE Digital Acceleration, in an interview with Beet.TV.<\/p>\n
Furman also observes that the two competing business models around video — the one optimized for TV, where substantial resources are invested in developing a limited slate of programming, and the other for digital, where a greater volume of content is produced cheaply to see what bubbles up to the top — are actually starting to merge. By way of example, he points to Disney, which last year acquired Maker Studios<\/a>. Their programming often covers similar Disney themes, like fairy tales and superheroes, but Maker\u2019s content is shorter-form with a sensibility that\u2019s been honed for a millennial audience.<\/p>\nAnother interesting trend that Furman saw play out at this year\u2019s upfronts was that networks were talking up their blockbuster hit strategies and weren\u2019t touting their digital assets, which were\u00a0a major theme\u00a0two years ago.<\/p>\n
\u201cThey\u2019re still trying to remind advertisers of the power of sight and sound and motion in television,\u201d he says.<\/p>\n
We interviewed Furman\u00a0at the SMG offices in Chicago last week.<\/div>\n","protected":false},"excerpt":{"rendered":"
CHICAGO — As subscription-based streaming platforms like Netflix and HBO Go gain a larger and larger share of people\u2019s TV-viewing time, brands are losing valuable opportunities to get in front of consumers. But developing their own content — which is sometimes viewed as a way around the problem — and making it good enough to […]<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[],"tags":[3238,3510,5381,5156],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/34066"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=34066"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/34066\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=34066"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=34066"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=34066"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}