Insight: TV still a big deal in Vegas

Generation Media’s Associate Director Greta Bisetto-Donelan delves into how TV content remains a key anchor for Licensing Expo exhibitors in a multi-platform world

Written by Rhys Thomas

Posted 05.06.2019 | Watch

Insight: TV still a big deal in Vegas thumbnail

The world’s largest licensing trade show has kicked off in Las Vegas yesterday providing an invaluable networking and business platform for professionals.

Not unusually, this year, the list of exhibitors at Licensing Expo features an impressive selection of IP owners who are heavily leveraging on their content pipeline to support their licensing deals. Indeed, “As Seen on TV”, seems to still to be a huge incentive to investigate a potential deal.

The relationship between content and physical product is certainly not new concept. However, what we are witnessing more and more is the proliferation of content development linked to product marketing. Content has been identified as a key driver to facilitate product sell-in, because it creates editorial value around a physical product.

But what are the guidelines to develop and successfully market this type of content? There are traditionally three things to look for when starting to create content.

Firstly, given that content development tends to be a costly exercise, insight is key to mitigate the risks involved.

Research should be used to spot elements such as mass trends and seasonality patterns that, if successfully integrated in the story line, will provide a compelling reason to view for your audience. Research should also be used to gain as much knowledge as possible on the target demographic, as content is, by definition, an audience-centric concept. What does your audience want or need from your content? Soft learning or pure entertainment? Will they want to watch your content on their own or with their friends and families?

The second element is storytelling. A strong overarching narrative is paramount: you do not want your content to look and feel like an advert. You want your audience to emotionally engage with the plot and the characters. This means that the content will have to feature strong and likeable protagonists, who your audience can identify with. Strong values such as friendship and camaraderie are also a winning ingredient.

The last element is a decision on where to place your content. Again, a strong insight on your audience will provide direction on how successfully to showcase content. For instance, bite-sized content will probably perform better online, whereas long-form episodic content could be placed on TV or streamed online via content aggregators such as Amazon Prime or Netflix.

Of course, the golden ticket will always be a scenario where both content and products are available in the same space. More and more platforms are trying to provide this kind of solution, using content to drive licensed product sell-in and, conversely, using products as a promotional vehicle to boost content viewership.

It will be interesting to see what developments key players such as Netflix and Amazon will offer in the future.

If you are thinking of developing content or would like to place existing content, Generation Media can help you. Email or give the team a call on +44 (0) 207 307 7900.

Hasbro acquires Entertainment One thumbnail

Hasbro acquires Entertainment One

The toy maker buys Peppa Pig owner eOne in all-cash deal eight times bigger than its Power Rangers acquisition in ...

Lunch bites #3 thumbnail

Lunch bites #3

This week we look at the return of The Matrix, why, oh why, Tom Holland can’t catch a break, and ...

Taylor Swift and Stella McCartney collaborate on Lover collection thumbnail

Taylor Swift and Stella McCartney collaborate on Lover collection

Collaborative fashion line launches to coincide with the popstar’s latest album, kicking off with a NYC pop-up opening this weekend

Press Releases

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year

Henson back catalogue hits Amazon thumbnail

Henson back catalogue hits Amazon

More than 100 days’ of The Jim Henson Company’s content including Fraggle Rock now streaming on Amazon Prime Video

Pingu cooks up creative competition thumbnail

Pingu cooks up creative competition

Readers of lifestyle mag Lettuce Club are tasked with inventing tasty Pingu-themed recipes

Diesel Brothers game rolls out thumbnail

Diesel Brothers game rolls out

The Diesel Brothers: Truck Building Simulator video game is based on the hit Discovery Channel TV series