(Continued From Page 20) 22 BS: No new original content, just a second window opportunity. Once you start seeing that there is an appetite for that kind of content, for that specific creator, the financing and the forecasting mix is a lot easier to do on that specific talent. Most Social Media talents are sponsored by brands. And also, broadcasters see the Social Media talents as a positive influence because they can bring an incredible number of viewers. So the brand will move them once the Social Media talents move to broadcast. Those are conversations that I’m even having right now. Platforms are very interested in how they can reap a part of the pie that creators are garnering from their brand sponsorships. And figuring out that model, how, let’s say if you were Amazon Prime. But if you were Prime Video or Freevee and there was a way for you to add an element of a brand sponsorship to your content from your creators that automatically links it to Amazon Prime, those are going to become more and more common. VA: Since advertisers’ brands need vast audiences, is there a model where the same commercial can be broadcast on several FAST channels to get more viewership? BS: Absolutely. And if that advertisement comes from a sponsorship that comes from a creator and it’s a creator-led channel, that’s an obvious tie-in. So the same content could be in multiple platforms? Absolutely. You could also make an exclusive window and find ways to render that exclusivity more meaningful. If you have a really big creator and a platform wants to pay an MG or a license fee up front for that talent to be on their platform for X amount of time, I also find that to be to be another way forward. I can’t see why it can’t operate as any other traditional library. VA: How can a company operate something like 500 FAST channels? You need an incredible amount of programming to program those kind of channels. Where are they going to find that incredible number of new programs? BS: Hopefully they’ll start looking at the creator economy and seeing what they’re missing. They’re leaving money on the table by not engaging with these creators either through their agencies or to them directly. There’s so much content on YouTube and being the most watched platform on Earth, it has an audience base and can garner a really fervent fan base as well. So, if platforms — be they FAST platforms, be they traditional platforms — anyone is interested in expanding their programming slate, they should look at creator content. VA: Could Artificial Intelligence allow the same content to be shown in different countries in different languages? Is it possible to do it right now? BS: I don’t know if it’s possible to do it right now. AI is going to play a very considerable part in in the new generation of media and distribution and business models. That’s inevitable. I definitely see it playing a strong role in the creator space. I mean, just today a press release came out about how YouTube and the CIA are collaborating to ensure that deep fakes aren’t taking away monetization from creators by using their likenesses. So we’re going to see more partnerships between AI and content creators. VIDEOAGE February 2025 Social Media & OTT THE 62ND L.A. SCREENINGS RISES UNDER THE SIGN OF THE PHOENIX VideoAge will be there as it has been since it came up with the name “L.A. Screenings” in 1983 (formerly known as the May Screenings).
RkJQdWJsaXNoZXIy MTI4OTA5