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AMC Networks Expects to Launch Ad-Supported AMC+ Tier in 2023
Brian Steinberg Senior TV Editor AMC Networks is the latest of the nation’s big TV companies to work to marry advertisers to viewers in a venue that breaks most of TV’s long-standing rules. The company, best known for cable networks like AMC, IFC and BBC America, expects to launch an ad-supported tier of its AMC+ streaming service later in 2023, according to Kim Kelleher, the company’s chief commercial officer. The new offering will feature a “light” ad load that executives say is in keeping with standards currently set at other services, but the intention is to help marketers weave themselves into and around programming in bespoke fashion, Kelleher says. “We will place ads in ways that are not disruptive, that are really thoughtful,” says the executive. “Some movies will have no ads. Some movies may have a mid-roll, or some will have a pre-roll. It’s not one-size-fits-all, and we get to be very careful” in how we place commercials in viewers’ streaming choices. AMC+ subscribers will get access to all content, no matter their choice, she adds. “It will be the same product on both tiers. We are not going to take series and movies people expect to watch and say that you only get them if you pay more,” she says. “We want this to be a great viewer experience.”
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AMC Networks Plans Companion Digital Series for Anne Rice’s ‘Vampire’
Brian Steinberg Senior TV EditorAMC Networks has some big TV events to sell in the months ahead, but the company realizes advertisers who might like to be associated with those programs will want new kinds of advertising around them.This next cycle of programming will bring with it TV events like the final episodes of “Better Call Saul’ and “The Walking Dead” that ought to command high prices in TV’s next “upfront” market, along with the debut of a show based on Anne Rice’s popular “Interview with the Vampire,” but without digital opportunities around them, marketers may not engage fully, suggests Kim Kelleher, AMC Networks’ president of commercial revenue and partnerships.“We are seeing an increased appetite for digital inventory, and we have spent a lot of time working to break down the walls between digital and linear,” she says in an interview. “Those are table stakes now.” While AMC is one of the sector’s smaller players, it has unveiled some eye-opening initiatives in recent months, including the launches of a handful of so-called FAST, or free, ad-supported streaming channels and a commitment to sell addressable ad inventory in each linear hour of original programs on its AMC and We TV cable networks.The company is poised to expand its efforts.

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