DreamWorks Founder Jeffrey Katzenberg Met With Apple About His Mobile-Focused TV Network

[MacRumors]

Former DreamWorks Animation CEO and founder Jeffrey Katzenberg is working on a new mobile-focused TV service, tentatively named New TV, and has met with Apple executives to discuss a possible investment, reports Variety and CNBC.

Katzenberg was in attendance at this year's Allen & Co. media conference in Sun Valley, Idaho, along with dozens of other tech and media moguls, including Apple CEO Tim Cook. According to Variety, he was aiming to coax one of several tech companies into a $2B investment in his new project. Katzenberg was seen meeting with Apple CEO Tim Cook and Eddy Cue at the event, and CNBC says he has previously held meetings with Apple, Google, AT&T, Verizon, T-Mobile, Snapchat, and Spotify.

Apple CEO Tim Cook at the Sun Valley event last week. Image via Rob Latour, Shutterstock​

Given the sheer number of investors Katzenberg is courting, it's not yet clear who he will partner with nor if Apple is interested, but New TV is a unique proposal. Katzenberg wants to create a short-form video series that's produced with primetime TV budgets to target 18 to 34-year-olds.

For example, imagine a drama akin to "Empire" or "Scandal" but shrunk to 10-minute episodes made for mobile consumption. Or a five-minute talk show, or a two-minute newscast -- all with high-profile talent attached.

In addition to seeking a distribution partner, Katzenberg is also pursuing potential content partners, with CBS and Disney CEO Bob Iger considering producing shows for the service. "The explosion of short-form video is obvious to all of us, but a lot of what we've seen is the production of amateurs -- user-generated content," Iger told Variety.

Katzenberg's goal is not to shrink longer-form media into a shorter format, but to create "new and different" programming that's native to mobile devices. No episode will last longer than 10 minutes, and there will be no ad breaks, with monetization coming via title sponsorships and brand integrations.

New TV will be shaped by whichever partner joins the project, says Katzenberg. It could work as a subscription service offered by a single video provider for a monthly fee, or it could be entirely free and integrated into an existing brand.

Apple has been aggressively pursuing original content in recent months, but in a more traditional format with standard episode lengths. Planet of the Apps, the company's first original show, launched in June, and its second show, Carpool Karaoke: The Series is set to be released on August 8.

Article Link: DreamWorks Founder Jeffrey Katzenberg Met With Apple About His Mobile-Focused TV Network

 

[Rogifan]

Don’t let eddy anywhere near this. He’d probably get Cook to waste money on it like he did with Beats.

 

[farewelwilliams]

if anything, threshold would be two minutes. if it's shorter than two minutes, i would never bother airplaying to a TV. if it's longer than two minutes and it takes less than 10 seconds to make it appear on a bigger screen, i'd do it. if it's longer than 24 minutes, i'll never watch on a phone.

im not saying content should be two minutes long. im saying there is no difference betwen a 10 minute show and a 24 minute show (typical length of an ad-free tv show). so don't bother with that limit.

let content be as long as it is needs to be to tell a story, otherwise the quality is compromised.

 

[YegorH]

Tim wearing an Apple Watch is similar to VW CEO driving a GTI, but most probably has a Bugatti Chiron in his garage.

 

[AppleGuesser]

To quote the famous Michael Scott, “No! God! Please, no! No, no, noooooooo”

 

[BlueParadox]

"Former DreamWorks Animation CEO and founder Jeffrey Katzenberg"

That should read "cofounder Jeffrey Katzenberg". He, together with Steven Spielberg & David Geffen created Dreamworks back in the 1990s. Hence the name: Dreamworks SKG. Just saying...

 

[Porco]

Take commnt, chop 4 mobile. Bettr??!

 

[MRrainer]

I think I'd hate something like that. Which is an indicator that it might actually succeed in the market....

 

[magicman32]

Don’t let eddy anywhere near this. He’d probably get Cook to waste money on it like he did with Beats.

Waste? No way.

From a financial perspective, it was a home run. With the bill of goods to make those headphones and the profit margin they turn, it was a match made in heaven. Apple will make that money back many, many times over.

 

[lazyrighteye]

Can't say it will pan out but this has Apple written all OVER it.

 

[magicschoolbus]

Tim wearing an Apple Watch is similar to VW CEO driving a GTI, but most probably has a Bugatti Chiron in his garage.

Surprised he isn't wearing that 15k version that came out..LOL

 

[Williesleg]

Apple really missed the boat with podcasts. They should have done what Youtube did. Remember when they actually had tools to make podcasts, publish them...but not monetize them? Just turn on ads, that's all they had to do. But Youtube figured it out and Apple didn't.

Thanks Timmy Cook. Go back and count your money while you still have it.

 

[Jimmy James]

A large percentage of my viewing is already on my phone. I don't want phone specific shows. I want easy, reasonably priced ways to access what I'm already interested in watching.

 

[class77]

Apple should have done streaming like Amazon has done. When the movies get to be a certain age, put them under an annual fee and let them be streamed

 

[ColdShadow]

Tim wearing an Apple Watch is similar to VW CEO driving a GTI, but most probably has a Bugatti Chiron in his garage.

not really, no.

 

[citysnaps]

Tim wearing an Apple Watch is similar to VW CEO driving a GTI, but most probably has a Bugatti Chiron in his garage.

Nope. Tim Cook lives very modestly in a condo he previously rented. You can often see him on Sundays at a local Starbux with his iPad, by himself. Or walking around the downtown.

 

[The Cappy]

"there will be no ad breaks, with monetization coming via ... brand integrations"

Lovely :-\

 

[TheShadowKnows!]

Jeff Katzenberg, 66 years old
Tim Cook, 56 years old
Eddie Cue, 52 years old

"Katzenberg wants to create a short-form video series ... to target 18 to 34-year-olds."
With all three born in the last century, and with Katzenberg ready for Medicare.

I am sure it is going to be a raving success. /s

 

[cesko]

aka YouTube Redux

 

[JupiterBFPOE]

Katzenberg is a hack. He has no taste and his sense of humor can be summarized by a swift kick to the balls.

 

[gaximus]

Surprised he isn't wearing that 15k version that came out..LOL

Or at least the ceramic version

 

[Tycho24]

if anything, threshold would be two minutes. if it's shorter than two minutes, i would never bother airplaying to a TV. if it's longer than two minutes and it takes less than 10 seconds to make it appear on a bigger screen, i'd do it. if it's longer than 24 minutes, i'll never watch on a phone.

im not saying content should be two minutes long. im saying there is no difference betwen a 10 minute show and a 24 minute show (typical length of an ad-free tv show). so don't bother with that limit.

let content be as long as it is needs to be to tell a story, otherwise the quality is compromised.

Well said, sir!!
Nobody complains that quality programming like Westworld, Stranger things, et al are “too long”.
Nor is anyone complaining that the cute cat videos & little viral snippets that they enjoy, comment on, and share, in their free 2-5 minute chunks of time aren’t “compelling enough”.
I think “THE STORY” has now been around enough millennia that we all realize that to have characters that we connect w/ engaged in a plot line that has a satisfying amount of exposition.... it takes longer than 5 minutes.
There is some INCREDIBLE television out right now & continuing to come out.
There is great technology that allows us to enjoy that in superb sound/video quality in our homes.
I do not believe there is a clamoring to eschew normal length programming, with 2-5 minute mobile short stories funded through product placement existing in its stead.
Further, I absolutely HIGHLY doubt their ability to get “talent” to commit to this!
Don’t listen to me though.... let’s hear what auteur director, David Lynch has to say about product placement:

(Warning: brief off color language contained in externally linked clip... do not click if sensitive to such)

 

[MadeMyDay]

Katzenberg: I have a disruptive mobile TV platform service that will revolutionize…
Cook: (Tapping on Apple Watch to Jony) "Create disruptive mobile TV platform service"
Jony: Working on it.
Katzenberg: …only $2B investment…
Cook: Any more ideas?
Katzenberg: 8(

 

[mdriftmeyer]

Fun fact. When at NeXT Steve and the head of NeXT Computer Inc VP of Sales demonstrated the NeXTStations for Katzenberg and company at Disney. Katzenberg deliberately humiliated Steve in the meeting in front of top brass.

From that day onward, to his death, my boss Steven P. Jobs loathed the man. He particular took great joy in the merger with Disney and the requirements that the likes of certain key individuals were removed from Disney and never work with Disney, never mind Apple.

Katzenberg should realize that Steve's loyalists won't forget.

 

[Urban Joe]

It's possible and will prob be a big hit. That said, don't expect it to be anything but speed-cycle brain wash. Great media format for propaganda and civilization destroying moral pollution.