Behind TEN The Enthusiast Networks Big Bet on Video

first_img On top of a new name, StudioTEN also has a new face. Concurrent with the rebranding, TEN brought in renowned advertising executive Jerry Solomon, whose credits include the Emmy-winning Ad Council campaign “Love Has No Labels,” and, most notably, Apple’s famous “Get a Mac” commercials, which Adweek named the “campaign of the decade” in 2010. Jerry Solomon Folio: Coming over from the advertising side of the industry, what attracted you to TEN? Solomon: We’re agnostic. If there’s somebody at Motor Trend who has a great, authentic voice and wants to jump onto the filmmaking side, I’d say bring them on. Likewise, if I’ve got somebody who is a great filmmaker but wants to get more into the car world, bring them on, too. That’s what’s great about this place — I’ve got a group of creatives here who not only ideate, but execute. We might have someone sitting in the room who comes up with a great concept, and then when it comes time to execute it, that person might go ahead and direct it. We’re really seeing projects all the way through, with a singular voice. Solomon: The original programming stuff that we do is remarkable. We have nine programs that go across our YouTube channel, which has the largest automotive audience out there: over 4.5 million subscribers. People are watching these things in crazy numbers. Brands want to go ahead and be a part of that experience. Key to achieving that, says Dickey, is an aggressive expansion of its video production arm, which the company launched in 2014 and subsequently nurtured into a robust operation, comprising over 50 employees and a 30,000-square-foot Los Angeles studio. Solomon: The best clients are the ones that realize that they want to bring value to the audience. They have to think of themselves almost as programmers with a brand message. It’s definitely a challenge to say, “We know that you want to promote this car, but let’s find an entertaining way to do it that feels holistic or seamless to our audience.” The studio, formerly known as “MindOverEye,” was rebranded “StudioTEN” last month in an effort to more closely align it with TEN’s overall corporate structure. Folio: So is it safe to say that we can expect branded content to be a major focus for StudioTEN going forward? “We want to be the most powerful automotive media company in the world,” CEO Scott Dickey tells Folio:. Jerry Solomon: I had been in the commercial business for 20-plus years. It was always a talent sell, and it was also an interruptive medium. When you make TV commercials as long as I have, it was purely executional. You sat there and the stuff that you made was just going to go on TV, and it was going to be that stuff in between shows that people didn’t really like. I could see it in the way the budgets were and our interaction with agencies — you started to feel very outdated. One of my biggest challenges is determining how a brand gets their voice into that arena, not just in the original programming, but also across advertising, delivered to that enthusiast in a way that’s authentic and genuine and doesn’t interrupt their experience. We’re going to make a lot of that stuff: original programming, branded content, with events and social around all of it. “There was always a concern that having our own production studio might be a threat to our agency partners, so we wanted it at arm’s length,” says Dickey. “But branded content has become such a huge part of the equation that it no longer made sense to have [the studio] differentiated.” The relationship between consumers and brands and that interaction was changing. My two teenaged daughters do not watch TV commercials. They may watch branded content if it’s interesting to them, but they like a non-interrupted experience. I wanted a challenge to figure out what was part of the future, and TEN offered that to me. If we continue to serve our audience, it will continue to grow. If it continues to grow and we’re communicating with them the right way, then brands will be interested in working with us, because we own that group who really feels we are authentic.center_img Solomon: You can’t be a part of the interruption; you need to be a part of the experience. We have to make stuff for an audience and in a brand voice, and we have to make it authentic. It’s really a combination of audience, idea, and execution. I think they used to live in sort of mutually exclusive worlds, and now they all need to be interconnected. Folio: What are some ways in which that relationship between consumers and brands has changed? That’s what we want to create in a digital experience, where the best brands come to us and say, “Take something with our car, make it fun, connect our brand to your audience, and feel that you’re giving them something that’s not just interruptive.” TEN: The Enthusiast Network, whose brands include Motor Trend, Automobile, and Hot Rod, among several others, enters 2017 with a clear but ambitious goal. Solomon, who will oversee StudioTEN as managing director, was chosen because of his deep understanding of how to create content that resonates with consumers while still delivering a brand message, according to Dickey. Solomon: We want to be the ultimate destination for video in automotive and action/outdoor. The investments we’re going to make will be in greater creative talent. We’re definitely looking to create partnerships in high-tech spaces like VR and AR. It’s about us connecting our original programming and branded content with our audience across platforms. So it’s going to be an investment in both talent and new technology. Folio: Is it a challenge to balance delivering a client’s message while also providing value to your audience? Folio: sat down with Solomon to learn more about the future of branded content, original video production, and how he plans to use his commercial experience to bring StudioTEN to new heights.  Folio: What kinds of new talent are you looking to bring on? When it comes to talent, if someone’s got the right attitude and loves telling great stories, I don’t care if you come from Timbuktu or Motor Trend. I can teach people about the business and about content creation, but there’s certain innate talent you can’t teach. I base it on the individual. It’s not about just trying to find the cheapest solution. One of the greatest compliments on anything I’ve ever been involved in was when The New York Times did a piece about the Mac and PC commercials. Having executive produced all of those spots, when they did an article saying, “The best series on TV is a commercial,” they saw that campaign as almost interstitial programming that worked alongside broadcast TV. Folio: What are some of your initial plans for building out StudioTEN?last_img read more

5 Things To Do In Wilmington On Tuesday March 12 2019

first_imgWILMINGTON, MA — Below are 5 things to do in Wilmington on Tuesday, March 12, 2019:#1) Celebrate St. Patrick’s Day EarlyThe Shriners are holding a St. Patrick’s Day Dinner Dance at the Shriners Auditorium (99 Fordham Road). A social hour begins at 6pm. Dinner starts at 7pm. The evening features an Irish dinner; music; and prizes. Tickets cost $25. For more information and to purchase tickets, contact 978-657-4202 x 216.#2) Red Cross Blood DriveThe Red Cross is holding a blood drive at Wilmington Friendship (Masonic) Lodge (32 Church Street) from 1pm to 7pm. Learn more HERE.#3) Paying The College Bill: Strategies To SaveThe Wilmington Memorial Library (175 Middlesex Avenue) is holding a workshop on saving for college at 6:30pm. Jack Wang from Longhorn Financial LLC is back with this workshop reviewing different options to pay the college bill, ranging from loans to payment plans to other less known strategies. The pros and cons of each option will be discussed so participants can make an informed decision on which method is best for their family. For high school juniors, seniors & their parents. Register HERE.#4) How To Be A BeekeeperThe Wilmington Memorial Library (175 Middlesex Avenue) is holding a lecture on beekeeping at 7pm. Join Julie Kelley, Wilmington native and owner of Tewksbury Honey, for a lively presentation and discussion about her favorite pollinators! This hour long program will feature information about honey bees, keeping bees, and, of course, honey and its benefits. Julie’s honey will be for sale at the end of the program. Register HERE.#5) Tour Of Wilmington Town MuseumThe Town Museum (430 Salem Street) is open from 10am to 2pm. Come explore Wilmington’s history. Free admission.Like Wilmington Apple on Facebook. Follow Wilmington Apple on Twitter. Follow Wilmington Apple on Instagram. Subscribe to Wilmington Apple’s daily email newsletter HERE. Got a comment, question, photo, press release, or news tip? Email wilmingtonapple@gmail.com.Share this:TwitterFacebookLike this:Like Loading… Related5 Things To Do In Wilmington On Friday, July 19, 2019In “5 Things To Do Today”5 Things To Do In Wilmington On Tuesday, July 23, 2019In “5 Things To Do Today”5 Things To Do In Wilmington On Thursday, August 15, 2019In “5 Things To Do Today”last_img read more

Because we love you Mom

first_imgMother’s Day is the perfect occasion to show your mom how much you appreciate and value her. It is one such day when we get to say a ‘Big Thank You’ to our moms for all that they have done for us. It is a day when we want them to feel absolutely pampered and blessed. So this Mother’s Day, share priceless moments with your mum as The Imperial shower her with a delightful bouquet of offerings with special discounts and packages, celebrating 100 years of Mother’s Day across the  restaurants. Also Read – ‘Playing Jojo was emotionally exhausting’Let her indulge in a fabulous brunch buffet at 1911 while you feel satiated that you are at the right place to make her spoilt for choice. High fashion cup cakes with personalized messages, home grown soil free 100 % organic micro greens combined with a health station filled with a fine selection of healthy juices extracted live, leave you asking for more and promise to excite you to take your pick on a blazing hot day. The lavish buffet has much more to offer. Uniquely designed chocolate nests with dainty eggs notify the genesis of life and pay an ode to motherhood while accentuating emotions and leaving the mouth-watering flavors in your mouth. Also Read – Leslie doing new comedy special with NetflixThe buffet would be thematically designed by our team of chefs with lots of candles for a feminine touch to celebrate the occasion and make all the mothers present, feel special. Chef’s special Amuse Busch offerings would be served complimentary to all guests at the buffet. So this is your time to give back to your mothers and make this day truly special and memorable for them. Enjoy this unique brunch with your mothers while we create lasting memories for you, one of it is the unusual souvenir from The Imperial – a specially designed Chocolate jewelry. The priceless memories get more enchanting with 20% discount on cakes and pastries at La Baguette, on High-Tea at the Atrium, on Diamond Magnetic Body Ritual – 90 mins (Spa Gift Voucher valid in SUFI room at The Imperial Salon for 1 month and not to be used in conjunctions with any other promotion), on Caviar Signature Hair Ritual – 90 mins, 20% discount off on Sufi products at The Imperial Spa and Salon and The Imperial Boutique.Where: The Imperial When: 11 May Timing: 12.30 – 3.30 pm Price: Rs 3200 + taxeslast_img read more

Woman found hanging at home in Jadavpur

first_imgKolkata: A woman was found hanging in semi-naked state inside a room of her rented house at Bijoygarh in Jadavpur on Wednesday night. The deceased has been identified as Sonali Burman (30). She used to live in the house with a youth identified as Avik Bose.According to sources, Bose and Burman had rented a portion of a house in Bijoygarh. They had introduced themselves as a married couple. According to the landlord Shibu Biswas, the couple had rented the house in December last year. Also Read – Rs 13,000 crore investment to provide 2 lakh jobs: MamataA contract for 11 months was made. Since the couple had started living in the house there were no problems. Biswas said around 1 am, on Wednesday night, Bose had called his wife as she used to deal with the house rent and told her that Burman was suffering from breathlessness. She needed urgent medication and thus Bose requested the landlord’s wife to intervene and take his wife to the hospital. When Biswas came to know he went downstairs and knocked on the door. Also Read – Lightning kills 8, injures 16 in stateAs the door was locked, he called one of his neighbours and together they broke the door. The door of the bedroom was unlocked. As soon as they entered the bedroom, they saw Burman was hanging from ceiling fan. Biswas immediately called Bose and informed him about the situation. “Despite I told him what has happened, Bose said he was in the middle of a video call. There was something suspicious about his words,” said Biswas. Later, Jadavpur police station was informed. The police brought Burman down and rushed her to M R Bangur Hospital where doctor declared her brought dead. During preliminary investigation, cops came to know that Burman and Bose were living together but were not married. Burman had her birthday on Wednesday. But, Bose was in Digha for some reasons. Till late night both of them were on a video call. But, why she committed suicide is still unknown. The police are trying to contact Bose to know about the interaction that took place between them on Wednesday night.last_img read more