Advocacy Group Formed to Serve Interests of Premium Video Economy

NEW YORK: FreeWheel has aligned with such companies as ABC, A+E Networks, Comcast, Discovery Communications, NBCUniversal and Turner Broadcasting System to form a group that will serve the interests of the premium video industry through "leadership, research and advocacy for standards for the premium video economy."

The FreeWheel Council for Premium Video (FWC) will ensure the vitality of premium video. The FWC operates as an educational and organizing resource, delivering best practices for premium video monetization, research in support of narrative as well as recommendations set to enhance the interests of members and the market. More than 25 leading media and entertainment companies have joined the FWC for its launch, including ESPN, FOX and Univision Communications, in addition to those mentioned above.

“There is a huge opportunity for premium video publishers to capitalize on the growth trends impacting our industry and FreeWheel is committed to ensuring the highest success for the entire ecosystem,” said Doug Knopper, co-founder and co-CEO of FreeWheel. “FreeWheel is taking a stand along with our council members to advocate, inspire and promote an open dialogue among marketers and standard-setting bodies.”

“The Council will operate as an educational and organizing resource delivering best practices for premium video monetization, research in support of our narrative as well as recommendations that will enhance the interests of FWC members and the market,” said Jack Rotherham, the chief marketing officer at FreeWheel. “We are looking forward to accelerating the advancement of the premium video economy in the coming months.”

“The convergence of television and digital video has created incredible transformation for the premium video industry and it also presents significant opportunities,” added Rick Mandler, the VP of strategy and digital media advertising at Disney/ABC Digital Media Group. “The Council for Premium Video will not only serve as a unified voice advocating on behalf of premium video publishers, it will also play a key role in providing marketers with insights on the value of premium video and enable them to unlock the true power of premium content across all linear and digital opportunities.”

“The FreeWheel Council comes at a time when the industry is navigating significant and rapid change,” said Michael Strober, the senior VP of client insights and innovation at Turner Broadcasting Ad Sales. “As Turner continues to invest and produce in this screen agnostic space, we are pleased to play a key role in the council and provide a dedicated effort and voice focused on its long-term value by creating expansion through greater adoption of the medium.”

“Our advertising partners consistently tell us about the undeniable and growing importance of premium video in achieving their marketing objectives,” said Krishan Bhatia, the executive VP of business operations and strategy at NBCUniversal. “With cross-platform viewership increasing rapidly, new data-driven and targeting capabilities, alongside measurement, is becoming key pieces of the premium video value proposition. Together with the FreeWheel Council we aim to further the premium video economy across all screens.”