Fragmentation is the best thing that ever happened to TV--endless choices mean viewers only engage with the content and creators they love. As they shift from passive audiences to empowered fandoms, viewers take on a greater sense of ownership and deeper emotional intensity that manifests itself in ways traditional TV never imagined. Otter Media gets to see these thriving fandoms up close every day at Rooster Teeth, Crunchyroll, VRV, Hello Sunshine, and Fullscreen. Brand partners come on board to be sponsors--alongside the fan sponsors who were there first--thus fueling the fandom and being embraced as welcomed contributors to the community instead of interrupters of content. Alan Beard, Chief Brand Officer of Otter Media (a joint-venture between The Chernin Group and AT&T), will dig into these insights and more, including the uniqueness of identity media economies, the end of generational marketing, and the seemingly irresolvable tension between passion and scale.
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