SOURCE: NewMediaMetrics


April 23, 2013 06:07 ET

NewMediaMetrics Predicts Success, Failure of Digital Shows From Netflix, Hulu and Amazon Studios

Company Launches LEAP™ Content Investment Marketplace

NEW YORK, NY--(Marketwired - Apr 23, 2013) - NewMediaMetrics, a content-investment and brand-alignment company, announced today that it has launched a new content valuation platform, The LEAP™ Content Investment Marketplace.

In advance of the Newfronts, NewMediaMetrics has already applied the new platform to make bold predictions about and assess the market value of 19 original shows commissioned by Netflix, Hulu and Amazon Studios, the "big three" players in the emerging space.

This new system quantifies the value and predicated success of video content ideas at the front end of the content investment and development process, for specific market segments and brands looking to invest advertising dollars.

Of the 19 shows, only four were deemed to be clear winners -- meaning that they would draw more significant audiences than the remaining 15 shows. In the winners' column:

"This approach marks the beginning of the next phase in content development and content investment," said Gary Reisman, co-founder of NewMediaMetrics. "It arms content producers and advertisers with the pre-eminent knowledge of a show's success or failure before resources are committed and potentially wasted."

NMM determined that the following 10 of these original shows will be "high risk" for potential advertisers because they will draw much smaller audiences/viewership:

  • "Orange Is the New Black" (Netflix)
  • "Pramface" (Hulu)
  • "The Only Way Is Essex" (Hulu)
  •  "The Awesomes" (Hulu)
  • "Fresh Meat" (Hulu)
  • "Mother Up!" (Hulu)
  • "Browsers" (Amazon Studios)
  • "Those Who Can't" (Amazon Studios)
  • "Supa-natural" (Amazon Studios)
  • "Dark Minions" (Amazon Studios)

NMM considered five shows to be "on the bubble" or carrying moderate risk: "Hemlock Grove" (Netflix); "Alpha House" (Amazon Studios); and Hulu's "Behind the Mask," "The Wrong Mans" and "Braquo."

Content developers, including Netflix, Amazon Studios and Hulu, can apply The LEAP™ Content Investment Marketplace to determine which shows are worth developing and which ones are not long before any of them go into production, saving billions of dollars.

Reisman said, "The traditional, old Hollywood model of content development is extremely inefficient. The failure rate is 90%. The marketplace needs a new way to evaluate the success and failure of content before shooting begins. Because the digital-content marketplace is a nascent one, investors can't afford to develop shows that will fail more often than they succeed."

Marketers can apply The LEAP™ Content Investment Marketplace to make more effective spends against content or properties that are relevant to their customers.

NMM has used its LEAP™ System to accurately predict success and failure of broadcast and cable network shows over the past seven years quantifying the value of new TV shows, based on the Emotional Attachment™ consumers expressed for specific show treatments via crowd sourcing techniques.

LEAP™ ratings identify the anticipated market viewership of concepts and LEAP™ indexes determine the relative value and staying power.

About New Media Metrics
NewMediaMetrics is a content-investment, activation and alignment company that works with content developers to predict the marketplace value (or audience draw) in the early stages of development via the LEAP™ Content Investment Marketplace. Using LEAP™, developers can determine whether content is worthy of production investment. NMM also works with brand marketers to quantify the value of aligning their brands with specific TV, digital video and cross-platform media to aid their strategic media allocations.

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