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Network presidents, CMOs, talent, showrunners, producers and more gathered at Variety’s annual TV Summit on Wednesday to discuss how to successfully navigate the rapidly changing industry. During the daylong event, which took place at 1 Hotel in West Hollywood, advertising execs shared personalized strategies for a competitive market, casting directors for shows such as “Catch-22” and “The Act” discussed their decision processes, and Disney’s Dana Walden and director-producer Ben Stiller sat down for special keynote conversations.
Here are seven takeaways from the event:
Representation - Camera
On-screen representation begins behind the camera
Just this year, Judy Reyes has played both starring and supporting roles in “Claws,” “Jane the Virgin,” “Better Things,” and “One Day at a Time.” But despite her packed schedule, the Dominican actress says that she’s just thankful she is no longer being typecast as a stereotypical Latina character like she was before her breakout role in “Claws.”
Producers - Boom - Medium - 'People - Truth
Documentary Producers On Boom in Medium: 'People Are Starving for the Truth'
“People have a really, really hard time seeing you in another way,” she said, but continued to say there’s been an impressive increase in representation both behind and in front of the camera in recent years.
Stories - Place - Ones - Stories
“I’m excited for future but we have to take it upon ourselves to support, produce, and tell the stories that need to be told,” she said. “There’s no place for us if we aren’t the ones telling the stories.”
Recent technology has enabled networks to take set-top box viewing data and build audience segments based on what consumers are viewing at any given minute, according to Matthew Weisbecker, the general manager of media & entertainment at the personalized digital marketing company Conversant.
Data - Viewers - Marketing - Ability - Increase
By extracting data, anonymizing it, and then messaging viewers accordingly, marketing has the ability to be more effective than ever, he said, later adding that the increase in scale is...
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