Variety is known for putting on top-quality entertainment industry conferences and last week’s TV Summit was no exception.
The all-day series of seminars got started with a keynote address from Marc Juris, president and general manager of WeTV – a warm-up act, if you will, for a conversation between Conan O’Brien and Variety’s Cynthia Littleton.
For anyone who had not had enough morning coffee at that point, Conan’s humor and insights woke them right up.
O’Brien talked about transitioning from the old ways – when he used to check the overnight ratings for his late-night show – to the new, led by the impact of social media and particularly for him, Twitter. He said in the period between his failed Tonight Show outing and landing in his new home on TBS, he put out a tweet that ended up selling out an entire national comedy tour– and learning almost immediately about digital distribution. He now has an entire group, Team Coco, dedicated to digital content around the show that has been very successful.
“Now when people get excited about something, they make it their own. They grab it, they share it with their friends. It’s a much more intimate experience,” he said.
O’Brien also reflected on his career, which has had him on the air for 21 years now. When David Letterman steps down, he will be the longest running late night host, not counting that gap between gigs, of course.
“I came into this business at a high point, when people were put to bed by a talk show host,” he said, reflecting on watching Johnny Carson with his dad. “I had this idea that I wanted to be that guy. I adjusted my dream. There was a period when I thought my dream had been smashed. But I realized my job is to entertain people and make them laugh.”
Heavyweight topics like the future of the television business and the advancing frontier of multiplatform pay TV were all explored before lunchtime, along with a panel called “TV’s Reality Rainmakers,” featuring executives from Fox, Freemantle, MTV and the producers behind the ultra-successful reality skein “Pawn Stars.”
An outdoor buffet lunch under umbrellas at the Intercontinental Hotel in Century City was a chance for participants to network with each other and with panelists at the exclusive event.
After lunch, it was time to get down to brass tacks and ask people for their help in fighting runaway production from Los Angeles and California by expanding and enhancing the state’s tax credits to production companies. They were asked– and we will spread the word– to sign a petition hat can be found at www.filmworksca.com
“It’s very simple. This (Los Angeles) is where the most talented and best crews are,” said Scott Rosenbaum, executive producer of Fox’s “Gang Related.” “You want a great product? This is where you get it.”
A panel on social media and other digital offerings becoming destinations of choice for television audiences was moderated by Variety’s Andy Wallenstein and featured executives from Twitter, Facebook, NBC, YuMe, Gray Media and Generator.
The conversation turned to digital strategies around NBC’s hit “The Voice” and the implementation of having the audience vote through social media.
“Anything that gives a fan more is effective– they’re sharing it,” said Jared Goldsmith, VP of digital marketing for NBC Entertainment. “We are working on creative that’s customized and tailored.”
The data that is derived from digital is also being used to make strategic programming decisions and fostering loyal communities around shows.
During the next panel on programming, executive producer Betsy Beers (“Scandal,” “Grey’s Anatomy,” “How to Get Away with Murder”) echoed some of those sentiments on how important digital strategies are becoming.
“Our guy who does ancillary – his work on social media went from 10% to 90% of his job,” she said. “The appetite seems to be endless. They want more.” She also noted that digital media keeps people engaged and brings in new eyeballs including those who are catching up with a show.
“It’s instant touching of content – they can touch the show,” said Audrey Morrissey, EP of “The Voice.”
“Comedy has taken the place of music and the fabric of social is curating and sharing,” said Kent Alterman, president of original programming at Comedy Central. “What matters most is point of view.”
Yet he noted that what’s missing from digital data is the energy that comes from seeing what a live audience responds to.
The day’s final panel, titled “TV’s Creative Trailblazers” brought together those from series drama, comedy and reality for an entertaining discussion moderated by Variety’s Jenelle Riley.
Featuring Anthony Anderson, EP and star of ABC’s upcoming comedy “Black-ish,” Erin Levy, supervising producer of “Mad Men,” EP and host of “Flipping Out,” Jeff Lewis, Elwood Reid, EP of “The Bridge,” Nicole Richie, EP of “Candidly Nicole” and Paul Scheer, EP of “Hot Wives of Orlando,” the conversation was injected with humor, particularly from Anderson and Scheer– also included weightier topics.
“I’m a refugee from broadcast,” Reid remarked in discussing the freedom in producing his drama on FX, to which Scheer agreed that the cabler’s chief exec John Landgraf “wants you to keep pushing it.”
“It’s about being authentic and truthful. Audiences can see through BS,” said Anderson.
Underscoring that, Lewis said, “Every time you see me acting like an asshole, I am.”
Regarding social media, Scheer said, “When it feels weird, social media is not doing its job. It’s not addressing the audience.”
“None of it matters if the scripts are shit,” said Reid, who also noted that when he’s asked for social media ideas he said he doesn’t have time to develop them– that he concentrates on the writing for his show.
–Hillary Atkin
