Fox TV Revs Up Web Video Content with Stealthy Incubator “15 Gigs”

By on 03/26/2010 1:53 PM @daisywhitney

AUSTIN – Fox TV Studios is using its new digital studio 15 Gigs as
an incubator for new types of content that might also make the leap to the TV,
said  Rachel Webber, director of digital
strategy and development at Fox TV Studios. 

We caught up with her at SXSW in
Austin this month, and she talked about the types of partnerships 15 Gigs is
pursuing.

The company has partnered with the scrappy Web studio
Black20 and also the popular online destination MyDamnChannel, both of which
have performed well online.

The goal is to find the Web stars that can play
well online but also in other venues, she said. It's a model that other
networks and media companies have pursued in the past, but 15 Gigs has the
benefit of hindsight since it's starting down this road later when winners and
losers have begun to emerge.

Daisy Whitney, Senior Producer

Recent Videos
image
Rocket Fuel Touts “Mission Control,” Self-Service Programmatic Platform for Agencies

LONDON  –  Rocket Fuel, a leading programmatic ad buying platform, is expanding Mission Control, its  self-service solution for agencies, explains David Nelson, European Product Director, in this interview with Beet.TV Nelson also talks about the implications of the California company’s recent ...

image
How Interactive and Programmatic Can Fit Together, SMG’s Tom Fryett explains

LONDON –Interactive video formats and programmatic buying can be layered together to help brands better reach consumers across screens, says Tom Fryett, Video Associate Director, at Starcom MediaVest Group, in an interview with Beet.TV. Interactive formats can drive engagement, while data can help ...

image
AOL Readies Slate of Web Original Video for the U.K.

LONDON  – AOL has been expanding its video offering via its web originals and its distribution play across screens.   This initiative is expanding internationally as  AOL readies a slate  of Web original premium video for the U.K. market, says James Harris, Agency Lead, International, in this ...

image
Xaxis’ Ad-Synch Product Rolls Out in Nine Markets: “It Captures the Imagination of our Clients”...

LONDON – It’s a bit like finding the “lost GRP,” says  Caspar Schlickum, CEO of Xaxis EMEA, explaining the value of the agency’s new ad-synch product, in this interview with Beet.TV He says that the platform serves synched ads to  multiscreen viewers, many who reach for their ...

image
Rubicon Taps Global Publishers’ “Demand for Greater Efficiency”

LONDON –  The Rubicon Project, the Los Angeles-based adtech firm, has been rapidly expanding globally as publishers demand greater efficiency in managing their ad sales, says Jay Stevens,  GM for International, in this interview with Beet.TV    Rubicon helps a number of big global publishers ...

image
Data Can Be Used as a ‘Consumer Fingerprint’, SMG’s Simpson

LONDON — Data is rooted in numbers, but the use of it is most effective when brands view data as a “consumer fingerprint,” says Steve Simpson, Exec VP and Global Managing Director of Digital Strategy, Data and Analytics at SMG, in an interview with Beet.TV. “Think about it as a ...

image
Vice Sees Huge Upside for News Operation, Brian Dietz Tells Beet.TV

In just the past six month, Vice has become “one of the biggest newscasts in the country and possibly the world,” says Vice SVP for sales Brian Dietz in this segment on Beet.TV.  Dietz tells our Ashley Swartz that Vice news has some 650K subscribers on YouTube and has had 70 million videos ...

Ashley Swartz, Furious Minds 2
VOD Could Shepherd More Programmatic Buying in TV, Ashley Swartz

Video-on-demand inventory is the next logical entry point for programmatic style advertising into linear TV, says Ashley J. Swartz, CEO and Founder of Furious Minds, in an interview with Beet.TV. “VOD is the first inventory that will come online for dynamic ad insertion,” she says. “The ...

image
Razorfish Media Chief Kathuria on Scale, TV Dollars, and Big Data

Moving TV dollars to online remains a challenge says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. “It’s very hard to find an apples to apples comparison in terms of TV money and where to move it. If you are a TV buyer, you want to scale. To effectively move ...

Steve Parker, SMG UK
Programmatic Poised to Impact TV Buying, SMG’s Steve Parker says

LONDON — Programmatic advertising not only has the potential to influence digital advertising, but also TV, says Steve Parker, co-CEO of Starcom MediaVest Group in London, in an interview with Beet.TV. “What we’re learning around programmatic video allows us to transform our relationship ...

image
More Agencies to Launch Private Exchanges, Zenith’s Zilberbrand

As programmatic buying expands, look for agencies to build more private marketplaces in the next 12 to 18 months, says Julian Zilberbrand, EVP Activation Standards, Insights, & Technology at ZenithOptimedia Group in an interview with Beet.TV. That’s because private exchanges provide an ecosystem ...

image
Programmatic TV Buying on the Horizon

Programmatic advertising has flourished digitally, but in time it will spread further to TV, says Brendan Condon, CEO of Media Property Holdings, which operates like an ad network but for TV buying by aggregating TV spend across multichannel video providers, syndicators and local broadcasters. But there are ...

loader