Black-Owned Media Upfront, Day Two: More New Nets, Bigger Bundles … and a Legal Salvo

The Big Message There are top advertisers willing to spend big on media ventures owned by African Americans and far more advertisers and ad agencies should follow their inventive practices Allen asserted throughout the showcase quotI39m here to embrace youquot he declared quotI39m here to be your brother We want you to succeedquotThe accuracy of audience tracking for Black and other multicultural populations must improve dramatically Allen said in explaining his decision to challenge Nielsen via a lawsuit alleging that the company39s system continually undercounts viewership for his company39s content quotThe smaller the audience the bigger the mistakequot he suggested quotAt a certain point we have to stop whining stop complaining and do something about itquot Note As of this writing Nielsen had not released a public comment on the lawsuitHost Allen made good on his promise from day one to highlight advertisers that make a major investment in Blackowned TV ventures and not just call out bad actorsWhat Worked Detailing the approaches of Procter ampamp Gamble and Google for this marketplace before turning to individual content presentations In PampampG39s case onethird of their annual allocation to African Americanowned TV goes to specific campaigns another third to programmatic buys on digital services and the rest on program sponsorships Google39s strategy goes beyond campaigns to give networks carriage on YouTube TV and upgrading their ad technology Both companies offer a template for thoughtful comprehensive relationships with Blackowned media according to Allen and other speakersWhat Also Worked Having a chatroom and a separate space to forward questions among the speakers available throughout the session As it did on day one the chatroom ran on overdrive from start to finish After the conclusion of day two registered attendees more than 2000 were emailed a full list of participants from both days to reach out to and engageWhat Didn39t Work A pair of ventures mentioning new or future TV channels in passing without much detail In Urban Edge Networks39 case no thoughts about the justlaunched Black Girls Rock service For Steed Media Group leaving people in the dark about Hotel a project distributed through smart TV sets and devices later this year quotIt will house Black imaginationquot said Chief Executive Officer Munson Steed We wanted moreData Points Viewers of The GrioTV39s new multichannel bundle launched two months ago average three hours a day on average 75 percent of the audience with Local Now another multichannel bundle are part of or have young familiesNews Look for Allen Media Group39s set of smart TVdistributed multichannel bundles to expand their lineups over the rest of 2022GrioTV39s package now at 29 channels and more than 1000 movies and TV episodes will increase to 65 channels by the end of next week Local Now39s collection of 400 channels and 12000 titles incorporating hyperlocalized news sports and culture coverage in 230 markets will be supplemented by the introduction of subjectspecific channels and shortterm celebrations of various holidays Genre bundle SportsTV has 75 channels in its stable with plans to add at least 10 channels a monthIn other Allen Media Group developments syndicator Entertainment Studios will premiere a weekend block of historically Black collegeuniversity sports competitions this fall and has additional daytime court game and The Weather Channelgenerated series in the pipeline for fall 20232025Turning to individual services Central City Productions is moving ahead with launching Stellar TV Network this summer described as a family friendly entertainmentlifestyle center Live music performances dance competitions and talk shows are on the initial original series menu with PampampG aboard as a charter advertiser Urban Edge Networks is preparing to colaunch The Grambling Channel in partnership with the famed university later this year presenting a variety of content featuring the university39s students alumni and campus activities Roland Martin39s Black Star Network launched last fall has a number of new series devoted to law issues cooking and other topics coming out this summer and fallAs for the BlackOwned Media Exchange clearinghouse unveiled during day one 23 companies have signed on to provide info on their media ventures with others working arrangements outParting Words quotWe39re here to help you connect with audiences in an authentic way We39re here to have you do more do better and do it nowquot Byron AllenquotWe do what CNN cannot do amp8230 speak to the interest of our peoplequot Roland Martin Black Star Network founderquotThis is a movement about engaging and driving opportunities We39re not going to take scatter money as a definition of successquot Todd Brown founder of Urban Edge NetworksHBCU League Pass and The Yard IncClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Black-Owned Media Upfront, Day Two: More New Nets, Bigger Bundles … and a Legal Salvo

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Black-Owned Media Upfront, Day Two: More New Nets, Bigger Bundles … and a Legal Salvo

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