Fantasy

The Online Reporter: Anthem Sports & Entertainment Is a Next Generation Media Company

Anthem Sports & Entertainment Is a Next Generation Media Company

-Bridging Linear and Web Video Platforms

Anthem Sports & Entertainment is a modern content company that creates channels and programming for what CEO Len Asper calls “passionate communities” – ie niche targeted audiences. Multi-platform distribution is an important piece of Anthem Sports’ business.

“We build linear channels that are high quality HD content that you can watch, and that are also hedged to come into the new world – the VoD space,” Asper said, speaking on a panel at CES this year.

Anthem’s channels include Fight Network, FNTSY Sports Network, which Asper calls the CNBC of fantasy sports, and Pursuit Channel, a hunting and fishing channel. The company is looking to add a racing channel and an extreme sports channel to its portfolio in the future. “All very targeted channels for communities that will consume that content on any platform at any time, and who will engage with that content and produce their own content,” he said.

“Each channel is able to be completely broken up into VoD content on any platform, linear or OTT,” he added. “Every piece of that content can be broken up into one-minute, two-minute, three-minute pieces for digital, so YouTube clips, Vine, wherever they are.”

Take Anthem’s FNTSY Sports Network. The content is produced and programmed for a linear pay TV channel. “We give the channel to cable provider, they pay a subscription fee, we then take the ratings and viewership numbers and try to sell them to advertisers,” Asper said. But Anthem also uses repackages that content into video assets for Web-delivered content apps. “The same network is on Xbox as an app,” Asper said. “It’s not the streaming network, it’s select shows uploaded every day right after we shoot them, so they’re timely. It’s also a channel on Roku, it’s an app and Apple TV 4, it’s a YouTube channel; it then gets broken down into two- minute clips [for other digital products].”

Some of the content, particularly the short-form clips, are also sold to the sports leagues themselves to appear on across their digital properties and Websites; the short-form content is also licensed to publishers such as USA Today that are looking to integrate more video into their Websites.

It’s a perfect example of how to leverage video across linear and Web platforms to reach scale with long-tail, niche content. “We don’t get a lot of viewing on the fantasy sports channel but across all the digital platforms, it’s significant,” he said. “We’re effectively becoming a distribution agency for advertisers. We’re taking small numbers and lower-cost content and actually getting into meetings with brands that we have no business meeting, by spreading the content out across platforms.”

In terms of monetization, Anthem Sports’ content is sponsored, ad-supported, or licensed. The audience that Anthem builds around its content affords advertisers a place to reach extremely targeted, relevant audiences. “When you’re really targeted you can sell products to people, and you can sell advertising,” he said, without needing to reach large scale audiences.

The company does offer a few very niche subscription products, however. Asper pointed to a fantasy sports newsletter the company publishes: “It’s premium content, really, really expert. There’s only 20,000 people buying it, but they’re paying $50 [each].”

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Fight

The Online Reporter: Anthem Sports & Entertainment Is a Next Generation Media Company

Anthem Sports & Entertainment Is a Next Generation Media Company

-Bridging Linear and Web Video Platforms

Anthem Sports & Entertainment is a modern content company that creates channels and programming for what CEO Len Asper calls “passionate communities” – ie niche targeted audiences. Multi-platform distribution is an important piece of Anthem Sports’ business.

“We build linear channels that are high quality HD content that you can watch, and that are also hedged to come into the new world – the VoD space,” Asper said, speaking on a panel at CES this year.

Anthem’s channels include Fight Network, FNTSY Sports Network, which Asper calls the CNBC of fantasy sports, and Pursuit Channel, a hunting and fishing channel. The company is looking to add a racing channel and an extreme sports channel to its portfolio in the future. “All very targeted channels for communities that will consume that content on any platform at any time, and who will engage with that content and produce their own content,” he said.

“Each channel is able to be completely broken up into VoD content on any platform, linear or OTT,” he added. “Every piece of that content can be broken up into one-minute, two-minute, three-minute pieces for digital, so YouTube clips, Vine, wherever they are.”

Take Anthem’s FNTSY Sports Network. The content is produced and programmed for a linear pay TV channel. “We give the channel to cable provider, they pay a subscription fee, we then take the ratings and viewership numbers and try to sell them to advertisers,” Asper said. But Anthem also uses repackages that content into video assets for Web-delivered content apps. “The same network is on Xbox as an app,” Asper said. “It’s not the streaming network, it’s select shows uploaded every day right after we shoot them, so they’re timely. It’s also a channel on Roku, it’s an app and Apple TV 4, it’s a YouTube channel; it then gets broken down into two- minute clips [for other digital products].”

Some of the content, particularly the short-form clips, are also sold to the sports leagues themselves to appear on across their digital properties and Websites; the short-form content is also licensed to publishers such as USA Today that are looking to integrate more video into their Websites.

It’s a perfect example of how to leverage video across linear and Web platforms to reach scale with long-tail, niche content. “We don’t get a lot of viewing on the fantasy sports channel but across all the digital platforms, it’s significant,” he said. “We’re effectively becoming a distribution agency for advertisers. We’re taking small numbers and lower-cost content and actually getting into meetings with brands that we have no business meeting, by spreading the content out across platforms.”

In terms of monetization, Anthem Sports’ content is sponsored, ad-supported, or licensed. The audience that Anthem builds around its content affords advertisers a place to reach extremely targeted, relevant audiences. “When you’re really targeted you can sell products to people, and you can sell advertising,” he said, without needing to reach large scale audiences.

The company does offer a few very niche subscription products, however. Asper pointed to a fantasy sports newsletter the company publishes: “It’s premium content, really, really expert. There’s only 20,000 people buying it, but they’re paying $50 [each].”

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Pursuit

Pursuit Channel, WILD TV form North American Alliance

Glenwood, AL – Principals for the Pursuit Channel and the Edmonton, Alberta, Canada-based WILD Television Network (WILD TV) have announced the formation of a strategic alliance to better serve their audiences. The new alliance will offer unique crossover efficiencies and increased target penetration for the hunt-fish-shoot manufacturing community serving the United States, Canada and several key European markets.

Pursuit Channel and what will become the re-branded “WILD Pursuit” network in Canada combine for 25 years of international broadcasting acumen serving tens of millions of households. WILD launched in 2004. Pursuit is entering its 11th season as a leading distributor of exceptional, Nielsen-measured, independently driven outdoor content.

“This super-synergized, seamless coalition creates world-class competencies for our continent’s most important, most active conservationists,” said Rusty Faulk, CEO of the Pursuit Channel. “To combine and package a multi-national bundle of enthusiasts on this scale promises to create a next-level portal for our friends and partners in the manufacturing, conservation and political sectors.”

“This new alliance with Pursuit Channel is thrilling,” said Ryan Kohler, President of the WILD businesses. “WILD Pursuit is the reboot of a great favorite, giving our subscribers access to never-seen-before, top- end outdoor programming. Conversely, Pursuit opens an American pipeline of entertainment featuring the programs of our Canadian content partners, showcasing some of Canada’s – the world’s – most impressive big-game species. Incredible landscapes. Charismatic new personalities.”

The announcement follows a record-setting pace for Pursuit Channel, which adds a treasure-trove of new shows in 2019, including Bassmasters content. “We are thrilled to be able to air The Bassmasters on Pursuit Channel, which has an unmatched track record of growth among the audiences our anglers and sponsors most want to reach,” heralded Bruce Akin, B.A.S.S. CEO.

Pursuit Channel is currently active in more than 30 million Nielsen-audited households following a remarkable 15-percent surge in delivery during the past 11 months. The Pursuit Channel – WILD TV alliance, creating WILD Pursuit to serve Canada, precedes more big news from Pursuit Channel during next week’s 2019 SHOT Show in Las Vegas, NV (booth #10735, Level 2), and preceding it.

Pursuit Channel, a categorical leader in HD home delivery, is active nationally via DIRECTV HD, AT&T HD, DISH Network, Fios by Verizon HD and Centurylink Prism HD, Cox Communication and the National Cable Television Cooperative (NCTC). Since subscribing to Nielsen for its reporting in January 2018, Pursuit added 4 million households. Additionally, PursuitUp provides free viewing for hundreds of episodes through ROKU, Amazon Fire TV, iPhone and Androids.

MOOSE Media, www.moosemedia.com, represents producer time-buy schedules, network advertising campaigns and many marketing functions for the Pursuit Channel.

CONTACT: MOOSE Media @ (662) 492-4000

The Online Reporter: Anthem Sports & Entertainment Is a Next Generation Media Company

Anthem Sports & Entertainment Is a Next Generation Media Company

-Bridging Linear and Web Video Platforms

Anthem Sports & Entertainment is a modern content company that creates channels and programming for what CEO Len Asper calls “passionate communities” – ie niche targeted audiences. Multi-platform distribution is an important piece of Anthem Sports’ business.

“We build linear channels that are high quality HD content that you can watch, and that are also hedged to come into the new world – the VoD space,” Asper said, speaking on a panel at CES this year.

Anthem’s channels include Fight Network, FNTSY Sports Network, which Asper calls the CNBC of fantasy sports, and Pursuit Channel, a hunting and fishing channel. The company is looking to add a racing channel and an extreme sports channel to its portfolio in the future. “All very targeted channels for communities that will consume that content on any platform at any time, and who will engage with that content and produce their own content,” he said.

“Each channel is able to be completely broken up into VoD content on any platform, linear or OTT,” he added. “Every piece of that content can be broken up into one-minute, two-minute, three-minute pieces for digital, so YouTube clips, Vine, wherever they are.”

Take Anthem’s FNTSY Sports Network. The content is produced and programmed for a linear pay TV channel. “We give the channel to cable provider, they pay a subscription fee, we then take the ratings and viewership numbers and try to sell them to advertisers,” Asper said. But Anthem also uses repackages that content into video assets for Web-delivered content apps. “The same network is on Xbox as an app,” Asper said. “It’s not the streaming network, it’s select shows uploaded every day right after we shoot them, so they’re timely. It’s also a channel on Roku, it’s an app and Apple TV 4, it’s a YouTube channel; it then gets broken down into two- minute clips [for other digital products].”

Some of the content, particularly the short-form clips, are also sold to the sports leagues themselves to appear on across their digital properties and Websites; the short-form content is also licensed to publishers such as USA Today that are looking to integrate more video into their Websites.

It’s a perfect example of how to leverage video across linear and Web platforms to reach scale with long-tail, niche content. “We don’t get a lot of viewing on the fantasy sports channel but across all the digital platforms, it’s significant,” he said. “We’re effectively becoming a distribution agency for advertisers. We’re taking small numbers and lower-cost content and actually getting into meetings with brands that we have no business meeting, by spreading the content out across platforms.”

In terms of monetization, Anthem Sports’ content is sponsored, ad-supported, or licensed. The audience that Anthem builds around its content affords advertisers a place to reach extremely targeted, relevant audiences. “When you’re really targeted you can sell products to people, and you can sell advertising,” he said, without needing to reach large scale audiences.

The company does offer a few very niche subscription products, however. Asper pointed to a fantasy sports newsletter the company publishes: “It’s premium content, really, really expert. There’s only 20,000 people buying it, but they’re paying $50 [each].”

AmmoLand Pursuit Channel Welcomes Anthem Media Group

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