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State of the Screens

Inside Jeffrey Katzenberg’s Plan to Revolutionize Entertainment on Mobile Screens

By May 9, 2018No Comments

Jeffrey Katzenberg is trying to raise $2b to launch a mobile focused entertainment company targeting 18–34-year-olds with 10-minuteepisodes produced with television quality.

A few power brokers that he was spotted with at the Allen & Co. conference:
Tim Cook (Apple)
2) Eddy Cue (Apple)
3) Susan Wojcicki (Google)
4) Lowell McAdam (Verizon)
5) Marni Walden (Verizon)
6) Tim Armstrong (Verizon)

Quote from Bob Iger — CEO @ Disney.
“The explosion of short-form video is obvious to all of us, but a lot of what we’ve seen is the production of amateurs — user-generated content,” “Taking a professional approach to this kind of content, we haven’t seen that yet in a concerted way, and I think that’s a smart thing to try.”

Interesting perspective. Fiction readers expected long chapters, but authors like Dan Brown and James Patterson changed that with the introduction of much shorter chapters in their novels.

$/minute for made-for-mobile content:
1) Industry standard — $5–10k
Katzenberg plan — $125k

The reach for mobile video grew 12% YoY according to a recent report from Nielsen and now stands at 58% of live TV.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.