WEBVTT 1 00:00:00.080 --> 00:00:02.910 My name is Paul Brennan, and I'm the Senior Vice President 2 00:00:02.910 --> 00:00:04.680 here at Sony Pictures Television, 3 00:00:04.680 --> 00:00:08.370 line:15% and our team, we work to negotiate and sell commercial time 4 00:00:08.370 --> 00:00:11.770 line:15% within Sony's portfolio of syndicated programs 5 00:00:11.770 --> 00:00:13.807 line:15% that you might know, such as The Goldbergs, 6 00:00:13.807 --> 00:00:18.700 line:15% The Dr. Oz Show, Seinfeld, Wheel of Fortune, Jeopardy. 7 00:00:18.700 --> 00:00:20.830 We work to sell the national commercial time 8 00:00:20.830 --> 00:00:22.055 within those shows. 9 00:00:22.055 --> 00:00:23.717 I carry an active list 10 00:00:23.717 --> 00:00:26.820 line:15% with all of our national agencies here in the city, 11 00:00:26.820 --> 00:00:29.160 line:15% interfacing with the buying community, 12 00:00:29.160 --> 00:00:30.797 line:15% but also, my specialty is, 13 00:00:30.797 --> 00:00:32.973 line:15% I oversee the full sales process 14 00:00:32.973 --> 00:00:35.790 of two cable networks that we represent, 15 00:00:35.790 --> 00:00:39.460 one being RFD-TV, and a second being FamilyNet. 16 00:00:39.460 --> 00:00:41.790 The way syndication works is that in each show, 17 00:00:41.790 --> 00:00:44.965 you'll see both national and local ads. 18 00:00:44.965 --> 00:00:46.500 We sell the national ads, 19 00:00:46.500 --> 00:00:48.720 which are always typically 20 00:00:48.720 --> 00:00:50.470 line:15% a position that we'll call 1-A, 21 00:00:50.470 --> 00:00:52.080 line:15% which is the first commercial that you'd see, 22 00:00:52.080 --> 00:00:54.610 line:15% or maybe the first pod, that is, 23 00:00:54.610 --> 00:00:56.170 line:15% and you can usually tell the national 24 00:00:56.170 --> 00:00:57.720 line:15% versus the local spots, 25 00:00:57.720 --> 00:00:59.940 line:15% so in a show like Dr. Oz, you might see 26 00:01:01.366 --> 00:01:03.353 a company like Merck, or AstraZeneca, 27 00:01:03.353 --> 00:01:06.320 or Campbell's soup, or something like that, 28 00:01:06.320 --> 00:01:09.350 and those would be the ads that we sell from our team. 29 00:01:10.430 --> 00:01:13.060 A lot of that starts really well in advance 30 00:01:13.060 --> 00:01:14.910 as far as research. 31 00:01:14.910 --> 00:01:17.290 A show like The Goldbergs, for example. 32 00:01:17.290 --> 00:01:19.600 That's a show we just premiered a couple of weeks ago. 33 00:01:19.600 --> 00:01:21.220 But I'll say, eight months ago, 34 00:01:21.220 --> 00:01:22.990 I was researching clients 35 00:01:22.990 --> 00:01:25.060 who might fit well in a show like that, 36 00:01:25.060 --> 00:01:28.020 such as a Hershey's, or such as a Geico, 37 00:01:28.020 --> 00:01:30.750 or different things that we think would fit in there. 38 00:01:30.750 --> 00:01:33.070 I think it's understanding first and foremost 39 00:01:33.070 --> 00:01:35.670 line:15% who would want to be in a show that's all about families 40 00:01:35.670 --> 00:01:37.873 line:15% and that's family-friendly and safe. 41 00:01:37.873 --> 00:01:41.290 line:15% Then it's going to those accounts and pitching the show, 42 00:01:41.290 --> 00:01:42.130 line:15% and talking about it, 43 00:01:42.130 --> 00:01:45.050 line:15% and seeing what their temperature is for that, 44 00:01:45.050 --> 00:01:46.610 and then certainly, 45 00:01:46.610 --> 00:01:48.850 having them submit a budget to that show, 46 00:01:48.850 --> 00:01:49.720 which they would then say, 47 00:01:49.720 --> 00:01:52.304 "Okay. I want to commit X amount of dollars to it." 48 00:01:52.304 --> 00:01:55.100 Then, it's up to us to negotiate that price, 49 00:01:55.100 --> 00:01:56.880 and also work with them to understand 50 00:01:56.880 --> 00:01:58.310 where in the show they're going to be, 51 00:01:58.310 --> 00:02:00.010 and where that show is going to run, 52 00:02:00.010 --> 00:02:01.660 because again, it's syndication, 53 00:02:01.660 --> 00:02:04.190 so The Goldbergs will be on one channel here in New York 54 00:02:04.190 --> 00:02:05.560 but a different channel in Boston, 55 00:02:05.560 --> 00:02:08.710 and a different channel in Dallas, Chicago, LA. 56 00:02:08.710 --> 00:02:10.420 It's really an education, 57 00:02:10.420 --> 00:02:12.250 and it takes a while, quite honestly. 58 00:02:12.250 --> 00:02:15.370 We're going to that actual client at the client location, 59 00:02:15.370 --> 00:02:17.170 because they are the owner of those brands, 60 00:02:17.170 --> 00:02:18.390 and really educating them 61 00:02:18.390 --> 00:02:21.190 on what the property is that we're selling 62 00:02:21.190 --> 00:02:24.110 and why it could help them to sell more movie tickets, 63 00:02:24.110 --> 00:02:25.750 or more trucks, or more... 64 00:02:25.750 --> 00:02:28.040 Whatever their business is, 65 00:02:28.040 --> 00:02:30.670 we're trying to help them increase their bottom line, 66 00:02:30.670 --> 00:02:32.660 line:15% so that's an important meeting to have, 67 00:02:32.660 --> 00:02:35.990 line:15% but also, at the agencies, the buying agencies, 68 00:02:35.990 --> 00:02:38.630 line:15% that's really where all the transactional business comes in, 69 00:02:38.630 --> 00:02:40.600 line:15% so really, for us, it's twofold. 70 00:02:40.600 --> 00:02:43.250 We want to make sure we have that meeting at said client's, 71 00:02:43.250 --> 00:02:45.180 and then also be at that agency, 72 00:02:45.180 --> 00:02:47.410 because then, the agency and the client will speak, 73 00:02:47.410 --> 00:02:49.740 and they'll understand, "Okay, here's a show 74 00:02:49.740 --> 00:02:51.870 that Sony sells, Wheel of Fortune or Jeopardy, 75 00:02:51.870 --> 00:02:54.890 and we want to be in that show because it's gonna help us." 76 00:02:54.890 --> 00:02:57.230 When they can agree upon that, 77 00:02:57.230 --> 00:02:59.380 that really helps us to get that deal done.