Noah J Nelson on Tuesday, May. 6th
Tradition has it that the major broadcast television Upfronts–that’s the events where the networks show off their wares to ad executives–take place in the third week of May. As the years have gone on and more and more networks sprout up on cable the Upfronts have turned into a full season. Deadline pegs the Upfronts has last three months long in total.
Then there are the NewFronts.
Those would be fancy name for the presentations from the online video networks. Today was Maker Studios’ turn, still in the glow of the billion dollar deal that will bring the multi-channel network into the Disney fold. So how does one of the biggest MCNs in the YouTube sphere shake up a NewFront?
Maker announced Maker.TV at its event, which shouldn’t come as too much of a surprise for anyone who paid attention to the company’s acquisition of Blip.tv last year. According to Maker’s Erin McPherson the studio will continue to use YouTube for audience development, but seek to make its own mark with the platform. “YouTube is great place to build audiences,” The Wall Street Journal quotes McPherson. “It’s not necessarily the best place to build a brand.”
It’s starting to feel like the gravitational pull of YouTube, still the center of the online video solar system, is starting to wane. It can all be traced back to the attempt by Google to create a top tier level of YouTube content by injecting 100 million dollars into a programming push dubbed “Original Channels” back in 2011. That program has been since shut down, but not before some creators turned down additional funding from the platform holder.