Byron Allen Takes Upfront Stage To Tout Investment In Streaming Service Local Now, Deep Bench Of Daytime Court Shows, Expansion Of Black Multiplatform Network TheGrio & More
26.04.2023 - 22:19
/ deadline.com
While CEOs often make cameos on the upfront stage in a bid to bolster the pitch to ad buyers, Byron Allen went a step beyond Wednesday by serving as emcee for his company’s lunchtime presentation.
Allen Media Group, which owns the Weather Channel, streaming service Local Now, multiplatform network TheGrio and local TV stations, hosted advertisers at a restaurant across from Radio City Music Hall. Allen, who got his start in stand-up comedy, offered frequently unfiltered commentary throughout the event.
Measurement, a familiar topic during upfront season, was one of Allen’s first targets. He derided Nielsen’s methods of counting viewers as “fraudulent,” noting he is in litigation against the company. Like many other ad sellers, AMG is pursuing complements to Nielsen and said it had reached a deal with VideoAmp for additional viewership insights.
TheGrio, which began as a digital brand but has expanded to more than 50 million U.S. households via pay-TV and more on over-the-air broadcast and streaming, was also a key part of the event. Its reach is wider than any other Black-owned network, Allen said, describing it as “the Black CBS,” with education and Black history also close to its core. Gesturing toward the headquarters of Fox News three blocks away from the venue, he said, “We’re in a country right now where there are folks, down the street, who may be trying to divide us. … This effort is needed now more than ever.”
Local Now, a free service launched after AMG acquired the TV operations of the Weather Channel, now has a range of programming across FAST channels and on-demand streaming. It leverages some of the technology of the Weather Channel, which was an early leader in localized programming, delivering