News

Mad Men studio boss questions value of ‘bite-size’ YouTube content that doesn’t last

Feltheimer at CASBAA in Hong Kong

Feltheimer at CASBAA in Hong Kong

The CEO of the production studio behind TV hit ad show Mad Men said today that his company has been exploring ways to develop the YouTube clips found on multichannel networks into longer, filmic versions, but he was coy on whether an acquisition of an MCN by his company was in the pipeline.

Jon Feltheimer, CEO of Lionsgate Entertainment, said at the CASBAA Convention in Hong Kong today that his company had discovered thousands of content creators on the web, the trick was to “find one or two who can do longer form” material.

Referring to last year’s acquisition by Disney of the largest producer of content on YouTube, Maker Studios, which is expanding its presence in Asia, Feltheimer said that the deal, worth US$500 million, was “tremendous value for Disney”.

“What’s the worst thing [that such a deal] could be? If anything, it’s a great way to cross-promote your brands. If you can create some other proprietary intellectual property, great,” he said.

“But in the end, we’re beginning to understand that bite-sized pieces of entertainment probably need to be more lasting.”

On whether an acquisition of an MCN was in the offering, Feltheimer told his interviewer at the event, “I could tell you but then I’d have to kill you.”

Asked how his company could be doing more to keeping up with changing consumer habits, Feltheimer said content creators “can always move faster.”

“We weren’t built with so many legacy relationships. You jump into models and sometimes you jump in a little too quickly. We’re trying to avoid that,” he said.

“Everyone is scrambling to find out the best way to connect with millennials who never knew that video wasn’t on demand and have never read a newspaper.”

“Our job to accommodate a disruptive consumer, and innovate with new ways to reach them,” he said.

“You don’t necessarily need massive hits like Hunger Games or Mad Men. But if you’ve got the right content, the right brand, efficient distribution and the means to effectively market to the consumer, new channels will be created and they will be successful.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing