Brands And Binge Viewing Dominate HRTS Cable Chiefs Panel

“The studios are not in brand conversations. It’s not a filmmaker’s medium anymore. We’re in the brand play business,” HBO Programming President Michael Lombardo said today during the Hollywood Radio And Television Society Cable Chiefs lunch in Beverly Hills. Brands and binge viewing were the primary topics of conversation among the panel that featured Lombardo, A+E Networks President, Entertainment and Media Nancy Dubuc and Turner Entertainment Networks president Steve Koonin. Ben Silverman was moderator. “You’re seeing a number of storytellers unable to work in the studio system”, Lombardo continued. “The paradigm has shifted; serious adult drama is happening on cable. That’s what people talk about on Monday — it’s the cable show they saw, not the movies anymore”. Said Dubuc, “We each have our own brand fulfillment and it is our jobs to not only manage that but to evolve it.”

Koonin cut to the chase: “Brands are the temple we worship at,” he quipped to laughter as he described the work and metrics that went into developing TNT’s “We Know Drama” tagline. “When you manage a brand you have to be consistent,” he said. “Basic cable has become an oxymoron now, there is nothing basic about it”. He added: We’ve changed our marketing strategy. We’re going to market from green light to finale, though I shouldn’t say that. We have to give people reason after reason after reason, I can go on and on, to get it,” Koonin said. (more…)

This article was printed from https://deadline.com/2013/02/hollywood-radio-television-society-cable-chiefs-panel-2013-441642/