Brian Steinberg Senior TV EditorAMC Networks has some big TV events to sell in the months ahead, but the company realizes advertisers who might like to be associated with those programs will want new kinds of advertising around them.This next cycle of programming will bring with it TV events like the final episodes of “Better Call Saul’ and “The Walking Dead” that ought to command high prices in TV’s next “upfront” market, along with the debut of a show based on Anne Rice’s popular “Interview with the Vampire,” but without digital opportunities around them, marketers may not engage fully, suggests Kim Kelleher, AMC Networks’ president of commercial revenue and partnerships.“We are seeing an increased appetite for digital inventory, and we have spent a lot of time working to break down the walls between digital and linear,” she says in an interview. “Those are table stakes now.” While AMC is one of the sector’s smaller players, it has unveiled some eye-opening initiatives in recent months, including the launches of a handful of so-called FAST, or free, ad-supported streaming channels and a commitment to sell addressable ad inventory in each linear hour of original programs on its AMC and We TV cable networks.The company is poised to expand its efforts.
Six new FAST channels are in development, one of which will feature Spanish-language versions of series like “Walking Dead” and “Halt and Catch Fire.” Others will spotlight originals from the company’s ALLBLK streaming service, while a third will be devoted to anime and offer original series from Japan.
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