PromaxBDA Station Summit 2013

Syndicators Rally Stations With Promo Plans

Arsenio
Arsenio
Bethenny
Bethenny
Television’s major syndicators will meet next week with TV station creative services directors at the third annual PromaxBDA Station Summit, sharing promotional plans and trying to whip up some of that enthusiasm for their new offerings including CBS Television Distribution’s Arsenio Hall and Bethenny from Warner Bros.
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To some extent the success of a syndicated show depends on the TV stations carrying it. If their creative services departments get behind the show and enthusiastically promote it, it stands a much better chance of attracting audience and advertising revenue.

With that in mind, the major syndicators will meet next week with creative services directors from around the country at the third annual PromaxBDA Station Summit in Las Vegas, sharing promotional plans and trying to whip up some of that enthusiasm.

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And some of the top syndication talent will be there to make direct appeals for support. Mehmet Oz of Sony's Dr. Oz will lead attendees on a 5K run on Wednesday. Arsenio Hall will host a cocktail party for stations that are carrying his new latenight talk show from CBS Television Distribution.

Bethenny Frankel from Warner Bros.’ Bethenny will talk to stations about her new talk show. And Modern Family co-creator Steve Levitan will sit for questions about Twentieth Television’s popular off-network sitcom.

Here's a syndicator-by-syndicator preview of some of the promo plans:

CBS Television Distribution

Brand Connections

CBS has two new shows it’s promoting this summer. The higher profile of the two is Arsenio Hall, which is cleared in major markets on Tribune stations.

CBS is turning to Arsenio Hall himself to get the word out with movie-style trailers and personal appearances.

“One thing we are doing is working with each Tribune station ... and pairing up with radio stations that will work with us on promotions,” says Michael Mischler, EVP of marketing at CBS Television Distribution. “We want to get into different formats of music. Arsenio will have everything from hip-hop to pop music to country on his show.”

On June 11, for example, Hall was a guest on Tribune’s WGN-AM show Mike McConnell. He did interviews with the Chicago Tribune and Chicago Sun-Times. He was on Tribune’s CW affiliate’s WGN Morning News. He also attended a Cubs game where he threw out the first pitch and led the crowd in singing Take Me Out to the Ball Game during the seventh inning stretch — a special Chicago honor.

Hall is making similar stops in other Tribune markets including San Diego and Dallas. "It will go right up to the September premiere," says Jessica Bellucci, director of communications at Tribune Broadcasting. "Arsenio is a very high-profile show for us.”

Mischler says that Hall will virtually visit 11 other ballparks this summer. "If you are familiar with the kiss-cam, we’ll have the woof-cam. Arsenio will talk to the audience. He’ll get them woofing it up for the home team.”

CBS has been giving stations promotional spots for months. “In December, we gave stations a :30 and a :60,” Mischler says. “They ran it all through December and January to the point we said, ‘It is time to take it off the air.’”

Meantime, CBS is using a straightforward strategy for conflict show The Test, which will also air on Tribune stations. It will have promos for stations to air during conflict-talk blocks. The Test’s host Kirk Fox is expected to do some local market appearances when he’s on break from taping, which is already underway.

NBCUniversal

NBC Television Distribution is ramping up promotion for the second season of Steve Harvey, a surprise hit this seaon that has already been renewed through 2015-16.

Starting in late July, stations will have on-air promos that Harvey taped inside his Chicago studio and on the city’s streets.

“The spots are high energy and highlight Steve’s relatable and funny personality,” says Donna Mills, SVP of marketing and affiliate relations at NBCUniversal Domestic TV Distribution. “We licensed some popular music that we think will give the spots some extra buzz.”

She says stations carrying the show will decide when and where to air those spots.

“They are the brand ambassadors,” Mills says. “We give them the assets and they promote the heck out of the show in places that make sense in their market.”

NBC will also kick off an off-air ad campaign in July that includes cable TV, radio, online and outdoor billboards.

Trifecta Entertainment

Trifecta is distributing American Media Inc.’s and Unconventional Partners’ newsmagazine OK! TV with a slew of promotions tied into AMI’s magazine titles. That will include a tune-in banner around the print issue of OK! the week before the show’s fall debut. There will also be weekly editorial content inside AMI publications including OK!, Shape, Men’s Fitness and National Enquirer.

“We’ll be reaching over 55 million readers per month,” says David Bulhack, Trifecta VP of sales.

AMI publications’ websites will have banner ads co-branded with stations carrying the show. The mobile app will be co-branded with stations. And AMI is planning to create local market events ahead of the series premiere.

“We will be creating custom OK! TV content for stations’ local morning shows and news," Bulhack adds. "We have created a weekly OK! TV vignette with entertainment news that local stations can sponsor. That will help incubate the show as well as promote tune in. It launches over the summer.”

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Comments (1) -

teddy64 Nickname posted over 3 years ago
How about they start cooping some $$ with the increases they receive for the medium and smaller market stations???
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Ratings

Overnights, adults 18-49 for September 26, 2016
  • 1.
    4.4/12
  • 2.
    2.8/8
  • 3.
    2.5/7
  • 4.
    1.5/4
  • 5.
    0.8/2
  • 6.
    0.3/1
Source: Nielsen

Reviews

  • Rob Owen

    Easily fall’s best broadcast network comedy pilot, NBC’s The Good Place offers a clever high-concept premise that’s complemented with intelligent, sometimes absurdist humor. Created by Michael Schur, co-creator of NBC’s Parks and Recreation, The Good Place is a highly serialized series that’s essentially set in heaven and stars Kristen Bell and Ted Danson. NBC made five episodes of The Good Place available for review, and the show not only holds up, but also it improves, deepening characters that initially feel one-note and frequently leaving viewers guessing with cliffhanger endings to many of the episodes. The combination of snappy dialogue and winning but flawed characters makes The Good Place a great bet for fans of smart TV comedy.

  • Maureen Ryan

    Pitch has swagger, for good reason. It gets the big things right; the Fox drama about the first female baseball player in the Major Leagues is one of the year’s most assured and exciting debuts. But part of what impresses about the pilot is also the way it confidently strings together so many small but telling details. Ginny (Kylie Bunbury) is the first woman to be called up from the minors to the big leagues, and no show since Friday Night Lights has done a better job of portraying the internal and external pressures that weigh heavily on young athletes asked to do much more than merely succeed on the field. Pitch will likely do a good job of getting viewers to root for it. The hope is that the show won’t be an impressive, short-lived curiosity, but rather a long-term phenomenon.

  • Kevin Fallon

    In a fall TV season that’s already making a splash for championing diverse, distinctive voices in an array of projects that they created, wrote, and starred in, Better Things on FX stands out. The show is created by, written by, and starsPamela Adlon. She plays Sam Fox, the single mother of three daughters modeled after her own reality-show-ready experience raising three girls in Los Angeles following a divorce. Sam is also, like Adlon, a working actress — on shows both raunchy, a la Californication, and animated for children, like her role on Recess. It’s a refreshingly blunt take on single motherhood without sacrificing the warmth of parental love, portraying the dance between selfishness and selflessness that’s at the heart of being a parent — especially one weathering the hormonal fireworks of a household of four women at different ages.

  • David Wiegand

    The fall TV season doesn’t count as much as it used to — we already know that. But no matter how many retreads the broadcast networks throw at viewers in the next few months, this fall will be memorable because of the premiere of Atlanta on Tuesday, Sept. 6, on FX. The half-hour comedy created by and starring Donald Glover (Community), simply and brilliantly recalibrates our expectations of what a TV comedy is and how black lives are portrayed on the medium.

  • Louisa Ada Seltzer

    The second reboot of the 1980s John Candy movie Uncle Buck, bumped by ABC from midseason, has the same tired jokes you'll find on any second-rate sitcom. Too bad, because Mike Epps is appealing and ABC would be wise to keep him around for future shows, but there’s just not enough to this show to suggest it will last past summer. It also airs against NBC’s America’s Got Talent, summer’s No. 1 program on broadcast, which may make it even harder to find an audience.

  • Neil Genzlinger

    Bryan Cranston brings his Tony Award-winning interpretation of President Lyndon B. Johnson to television in an adaptation of the Robert Schenkkan play All the Way, and it’s still quite a sight to behold, just as it was on Broadway in 2014. Nothing beats witnessing this kind of larger-than-life portrayal onstage, of course. But the television version, presented by HBO, offers plenty of rewards, allowing Cranston to work the close-ups and liberating him from the confines of a theater set. Cranston’s performance is a gem — in his hands, this accidental president comes across as an amazing bundle of contradictions, someone who seems at once too vulgar for the job and just right for it.

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