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INDUSTRY SPOTLIGHT, 3/6
Comcast might pursue Netflix if TWC deal fails. Link
AT&T-DirecTVÂ deal: Documents access case might delay regulatory approval. Link
Comcast misses Q4 forecasts, gains only 6K video subs. Link
NBC is entering the TV game. Link
Comcast hints at wireless ambitions. Link
Frontier forms strategic partnership with TiVo to tackle core-cutting. Link
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SPOT HIGHLIGHT: Xfinity warms hearts with it's 'Emily's Oz'
Xfinityâs new spot, âEmilyâs Oz,â aired during the Oscars on Sunday. The spot is generating a ton of buzz online for showing how its first-ever âtalking guideâ feature lets a young, blind girl named Emily watch TV with voice guidance and one-touch access to closed captioning. Xfinity is in true cinematic fashion, working with set designers and makeup artists to bring Emilyâs imagined
Wizard of Oz characters to life. Xfinity even uses two-time Oscar-winner Robert Redford for narration. Xfinity created a microsite as an extension to the spot.
At a brand level, the massively positive reception for âEmilyâs Ozâ is a step in the right directions for Comcastâs march to improve its image as one of the most hated brands in America. Additionally, Xfinity has managed to elevate their existing âtech leaderâ broadcast messaging beyond product features and into this storymonial brand content tied to an immersive online experiences. As DISH looks to creatively share its differentiating features in 2015, we may consider storymonials as an opportunity to speak to our innovative tech in an engaging way. Link
INDUSTRY SPOTLIGHT, 2/6
DirecTV says Sling TV is a poor deal DTV cites their own $19.99 promotionally priced package as superior with its 130 channels and access to broadcast networks. The âDirecTV Newsâ piece used to challenge Sling TVâs value proposition is a key example of DTV using branded content in an effort combat search traffic generated by the buzz around Sling TV and redefine its own value proposition. Into 2015, DISH and Havas have the opportunity identify key category topics based on search activity that DISH could potentially own via branded content in an effort to erode DTVâs thought leadership. Link
TV customers decline at Time Warner Cable âTime Warner Cable Inc., the company awaiting regulatory approval to merge with Comcast Corp., missed analysts' profit estimates as customers' monthly bills rose less than expected.Fourth-quarter earnings, excluding some items, of $2.03 a share fell short of the $2.09 average of analysts' estimates compiled by Bloomberg. Link
Why Apple TV claims are more believable this time Apple has been in talks with TV programmers about launching their own web based TV service. Sources say that Apple has shown programmers demos of how the product would work. Link
Cable TV viewing declined by more than 12 percent in January One Nomura analyst said this was âone of the worst declines we have seen since we launched coverage of these companies.â Nomura points to streaming services as the blame of the decline. Link
SPOT HIGHLIGHT: DirecTV's "Peaked in High School" Rob Lowe
In its eighth and latest âRob Loweâ spot, we see DirecTV showing off its wireless set top boxes against âPeaked in High Schoolâ Rob Loweâs clunky, unattractive wired cable box attached to his TV.Â
This execution is yet another testament to DTVâs ability to plug almost any RTB into the creative platform to speak to its superiority to cable. This is the first time, however, that DTV has spoken to the product RTB of âno wires.â In the past, theyâve spoken to picture & sound, signal reliability, customer satisfaction, sports programming, and availability. Though meant to compete directly with cable, DTV is also positioned competitively against DISHâ s Wireless Joey with this spot.Â