AMC Networks is adjusting its strategy for the upcoming upfront pitch by dedicating more time to showcasing its content lineup, a shift from previous years when ad technology discussions dominated. Chief Commercial Officer Kim Kelleher highlighted that the network has been losing focus on its programming due to the extensive time spent on adtech conversations. To address this, the company has initiated a series of tech breakfasts across major cities to engage advertisers and emphasize innovation while realigning its content showcase priorities.
Kim Kelleher emphasized that, "What we've really been seeing over the last several years is the conversation about adtech and innovation and ad products was taking more and more time away from our content showcase." She further stated that they have shifted focus back to content, highlighting a commitment to showcasing their programming during the upcoming upfront pitch.
Kelleher discussed the new approach AMC Networks is taking, saying, "This year, we kicked off a series of tech breakfasts in February in New York, Chicago and LA. We talked with advertisers who will be in the room for the upfront, but it was much more innovation focused." This indicates a balanced integration of innovation and content.
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