How Production Companies Are Claiming Their Spotlight in the Streaming Era!

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Max basked in the glory following “Hacks”‘ Emmy win for Best Comedy this autumn, and Universal Television, the series producer, wouldn’t mind sharing some of that limelight too. While “Ted Lasso” has been Apple TV+’s most successful show, it’s worth noting that Warner Bros. Television is the company behind the scenes. And yes, “The Boys” significantly boosted Amazon Prime Video’s reputation, but Sony Pictures Television wants to make sure you recognize that it’s actually a Sony production.

In this golden era of streaming, I find myself noticing an unprecedented level of assertiveness from TV studios. They’re eagerly showcasing their brand identities like never before, ensuring that viewers like us are well-informed about who’s behind the production of our beloved series.

Nowadays, many shows initiate with a title card showcasing the production company at the beginning of each episode instead of at the closing, which was previously the norm (like “A Sony Pictures Television Studios Production” or “A Warner Bros. Television Production”).

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In earlier times, the name of the production company (such as “Sony Pictures Television Studios” or “Warner Bros. Television”) used to be displayed at the end of an episode, after the credits, but nowadays it’s usually shown right at the start of each episode with a title card.

For quite some time now, movies have been using this method, as pointed out by CBS marketing chief Mike Benson. He collaborated closely with David Stapf, head of CBS Studios, in incorporating branding at the beginning of their productions. A significant portion of our efforts was spent on explaining the reasoning behind it. For instance, if a CBS Media Ventures show is broadcasted on a Fox station in another region, or if a CBS Studios production appears on Netflix or Amazon, we want the CBS representation to be visible. The other platforms didn’t resist much once they comprehended our strategy for integrating messages and vanity cards from a business-to-business perspective.

Studios have been more proactive in promoting their TV series at award shows like the Emmys, and setting up temporary events to highlight their programs at consumer events such as San Diego Comic-Con. In some instances, they collaborate with the network or streaming platform that broadcasts their show; however, they can also organize such events independently. For example, Sony has developed various spin-offs for “The Boys” during its four seasons, one of which was a “Vought-a-Burger” pop-up in West Hollywood last year.

The tactic for messaging has permeated entertainment news reporting as well. Nowadays, production companies are increasingly demanding that their company names are mentioned in articles about TV series – alongside the network or streaming platform they air on. They’re even advocating for more extensive disclosure of corporate structures, preferring phrases like “Universal Television, a division of Universal Studio Group” and “20th Television, a subsidiary of Disney Television Studios,” rather than just “Universal Television” or “20th Television.

Throughout much of television’s past, studios often remained in the shadows while networks received most of the recognition. For instance, a popular CBS show like “M*A*S*H” was produced by 20th Century Fox TV, yet the credit seldom reached this studio that created the iconic series. Similarly, shows such as “ER” and “Friends”, which were part of NBC’s “Must-See TV” lineup, have only recently been reclaimed by Warner Bros. Television in terms of brand ownership for their successful productions.

Back in the day, studios didn’t worry too much about brand recognition because they were getting something more important instead: a share of profits from re-runs (syndication back end).

However, we’re now living in distinct eras. Gone are the days when syndication reigned supreme. Studios have come to understand that they require greater control over the distribution and exploitation of their shows beyond the initial broadcast, especially in the extended periods known as the ‘long tail’.

As a dedicated fan, I’ve come to realize that my passion lies in creating shows that thrive. What has transformed over time is that I’m not just a show creator anymore; I’ve become a versatile marketer across various platforms.

Initially, these labeling practices like “A Netflix Original” emerged on cable networks and streaming services, signifying ownership of a show. Traditional linear networks soon followed suit. This branding strategy aims to boost subscriptions. Recognizing this trend, studios decided they should also participate in this naming convention to establish their presence and attract viewers.

The executive from the studio explains, “We’re responsible for creating it and ultimately owning it later on,” he says. “What you want is for the network or platform to promote your show. They provided the funding and are helping spread the word about it. That’s important, but I don’t think that means they should be the only ones recognized in this story. The studio should also have a role.

Studios, just like any other business, are motivated to keep their shows thriving, not just on their primary platform but also on sister streamers or networks. This is why you’ve seen studios increasing their investment in award season campaigns (For Your Consideration) and ensuring they complement the marketing efforts of the streaming service or network.

In today’s cutthroat market, it’s equally important for them to let talent know with whom they are associated. That’s why studios now prioritize putting their brand in narratives, having their leaders at industry gatherings, and acknowledgement for all the accolades they receive. As linear broadcasting fades and studios transform into “suppliers” for various streaming services, there’s a plan to keep themselves relevant in discussions.

As a cinephile, I’m all about ensuring our brand pops up when viewers are seeking something distinctive. We aim to integrate ourselves into their movie-watching journey using traditional marketing tactics such as social media engagement, sponsorships, and strategic branding. Award seasons serve as our megaphone, amplifying our voice and connecting the dots between those captivating titles and our brand identity. In a marketplace brimming with content providers, it’s crucial to stand out and make sure potential buyers know they’re dealing with us—the trusted partner in their content-buying journey.

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2025-01-31 20:48