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FROM FRINGE TO BINGE: RE-IMAGINING AT THE NCTA CABLE SHOW numbers on VOD views. It’s interesting to see that this issue isn’t just something independent filmmakers are struggling with. “I think we’re seeking more transparency through Rentrak of VOD,” said Tom Ziangas of AMC Networks. “I think we need to reconsider CPM for shows within 5 – 6 days of initial release. The audience watching on VOD are younger, smarter, and better educated.” On the exhibit floor, Rentrak had a large presence. Execs at the Rentrak booth boasted the most accurate numbers on VOD with the ability to provide metrics within a week after a show’s airing. While Rentrak’s pricing has been aimed at cable channels, Rentrak says that they can customize a plan for producers of independent film. Accessibility would only be for metrics on your Pivot tries to attract new film, but in a marketplace where cablers at the 2014 NCTA show. most independent producers are dealing with aggregates and not getting VOD numbers until STORY BY W. H. BOURNE • PHOTOS BY WÉLAND BOURNE months later if at all, this service can be invaluable for auditing as he recent 2014 NCTA Cable Show in Los Angeles featured state of the industry well as marketing purposes. general sessions and informative panels from network executives and producOther areas of interest on the ers including one of the creators of Mad Men. Hot topics included binge viewexhibit floor included fledgling channels like Pivot, who were ing, cord cutting, mobile platforms, re-branding and VOD. trying to get added to cable companies’ lineups, to FYI, the reNetflix’s move into original programming definitely had cable executives branding of Bio. Re-brandings are not new. Last year, HDNET reon edge as they struggled to find a good solution to bring millennial cord branded to AXStv changing their dated unique offering (HD content) cutters back to cable services. They stated that this is especially true now to focus on live events such as concerts and MMA matches. that millennials are aging into With Netflix’s recent that important 18 – 59 demoannouncement of Chelsea graphic and now have the Handler’s show and promises financial means to afford cable to “revolutionize” and “reservices. Cablers were also imagine” the late night talk watching Netflix’s original show, Netflix continues to series and the binge viewing raise the bar and keep cablers phenomenon. While frusscrambling. While this year’s trated that Netflix won’t Cable Show was an interestrelease viewing numbers, ing glimpse of the state of the channel execs did talk about industry, it would have been the value in having previous nice if they would have seriseasons of their shows availously addressed issues of able on Netflix to boost ratings piracy and net neutrality. for their current seasons. Regardless, cablers realize VOD transparency was they must respond to change another issue that plagued both in content and delivery cablers who were frustrated methods in order to reach Carol Hinnant explains Rentrak’s services. that they can’t get accurate new audiences. LFV

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ISSUE THREE 2014

LOUISIANA FILM & VIDEO MAGAZINE

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