Dec 05, 2018
Affiliate renewals, Advanced Marketing Solutions, and third-party production drive ongoing transformation.
On Monday, Viacom President and CEO Bob Bakish appeared onstage with UBS cable and telecommunications analyst John Hodulik for a keynote question-and-answer session at UBS’ Global Media and Communications Conference.
Bakish discussed Viacom’s linear and mobile distribution universe, its rapidly evolving suite of Advanced Marketing Solutions products, and the ongoing build-out of its premium studio-production business. Read five key takeaways below, and listen to the full conversation to hear what Bakish had to say about the turnaround of key Viacom properties, including Nickelodeon, MTV and Paramount Pictures.
"Viacom brands lead every demo we serve."
“… [Over the past year, Viacom has] now renewed or extended well over half of our sub-base, maintaining basic distribution and simultaneously building a platform for the future, including at the moment having the broadest advanced advertising distribution in the industry. We can insert a 90 percent of VOD homes dynamically. … And again, the brands are healthy, not commonly talked about, but worth remembering Viacom brands lead every demo we serve. So, we're number one on 2 to 11s. We're number on 18 to 34. We're number one on 18 to 49. Those are facts.”
"I continue to believe that mobile represents the most significant single opportunity for content companies, and certainly for a company like Viacom."
4. Even as it ramps up third-party production, Viacom will deliver content direct to consumers in strategic ways
“… [What you'll see is a multifaceted strategy. So we will do a set of D2C [direct-to-consumer] offerings. The first two in the marketplace are Noggin and Comedy Central Now. They will be distributed both D2C and what we call B to B2C [business to business-to-consumer] which is a D2C-like product distributed through a distributor. …
We're looking at three other [D2C] categories, those are African-American, those are reality, and those are Spanish, and those aren't too hard to figure out when you think about what our IP library looks like. And by the way, most of those are going to be very heavy library products.”