Brian Steinberg Senior TV Editor The three media companies planning to launch a much-scrutinized sports streamer later this year are set to give advertisers a sneak peek at the new outlet.
Fox, Disney and Warner Bros. Discovery plan to use their new streaming joint-venture — the official name of the video hub has yet to be announced — to boost the impressions they have to sell to Madison Avenue during the industry’s annual “upfront” market, according to three people familiar with the matter.
Each company will offer to use the audiences expected to watch the programs they contribute to the new business — and the national commercials that accompany them — to fill out advertiser schedules, these people say.
The companies could also insert ads as needed in the feeds if need be, one of these people suggested. Fox, Warner Bros. Discovery and Disney declined to provide comment on their plans.
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