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Netflix spends hundreds of millions of dollars each year promoting individual movies and TV shows on the service.
But now the company has decided to invest significant resources into marketing something far more general: Netflix itself.
Why Now?
Instead, the company wants to remind people of why the service is valuable, even essential.
Something similar has happened with streaming.
That has changed, of course, over the past year.
Whats more, the era of Too Much TV which Netflix played a key role in creating!
One Story Away seems designed to help the streamer do just that.
Netflix let marketing execs in individual regions choose which shows to include and which narrators to use.
They also tweaked the wording of the ad copy as needed.
Local Netflix execs have also started to expand One Story Away by producing social-media content for their regions.
Execs then wanted audiences to think of ABC or NBC rather than just the generic idea of television.
You found the place where your friends will be, the Still the One jingle went.
Thats why we hope youll be watching ABC.
Netflixs campaign is infinitely more sophisticated as well as global in scope.
Starting today, several of those machine-makers are planning to announce significant refreshes to their product lines.
Amazon is first out of the gate today.
Amazon is calling it the biggest experience update the company has ever done.
Rokulast announceda new product lineup in September 2019, andusually updates its offerings at least once a year.
It would make sense for the company to make some news soon.
Who Wants to Buy Quibi?
It wont reverse much of the decline, but it might stop the bleeding.
While Ive long agreed with the industry consensus about Quibi i.e.,why?
I also think it doesnt deserve to be considered a complete joke.
Im not going to spoil even one joke.Just watch.
Parting Shot
Doing an awards show where all the winners are at home is a strange experience.
Emmy host Jimmy Kimmel, talking about this years virtual ceremony Monday during his ABC talk show.
