2:50pm
This session will explore how brands and studios can work most effectively with social-media creators to reach new audiences. It will also examine how these established players’ embrace of those creators could impact the future of television advertising and programming. Topics to be discussed include: what new audiences (including—and in addition to—Gen Z and Gen Alpha) are studios and brands looking to reach through collaborations with creators, and how well are they succeeding in transforming those audiences into loyal consumers and viewers? What common traits can be identified in successful collaborations—and what potential pitfalls must be avoided? What types of creators are best positioned to make the transition to television and why? And will the meeting of creators and TV result in the former adapting to the latter, or are creators rather set to change TV fundamentally—and, if so, what will the TV programming and advertising of the future look like as a result? Panelists include:
