{"id":5681,"date":"2014-05-05T00:00:00","date_gmt":"2014-05-05T00:00:00","guid":{"rendered":"http:\/\/worldscreen.com\/tvusa\/2014\/05\/05\/nancy-dubuc\/"},"modified":"2016-01-28T11:23:02","modified_gmt":"2016-01-28T16:23:02","slug":"nancy-dubuc","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvusa\/nancy-dubuc\/","title":{"rendered":"Nancy Dubuc"},"content":{"rendered":"

\"\"This interview originally appeared in the MIPTV 2014 issue of <\/em>World Screen.<\/em><\/p>\n

Bringing human stories to life has always been A+E Networks\u2019 mission. For years its channels, which include HISTORY, A&E and Lifetime, featured out-of-the-ordinary individuals in unscripted shows like Pawn Stars<\/em>, Dance Moms<\/em> and the megahit Duck Dynasty<\/em>. The company, headed by President and CEO Nancy Dubuc, then made the decision to branch out into scripted fare. The record-breaking ratings of Hatfields & McCoys<\/em> and The Bible<\/em> indicate that viewers love stories grounded in real life.<\/p>\n

WS:<\/strong> What did you learn from Hatfields & McCoys<\/em> and The Bible<\/em>?
\nDUBUC:<\/strong> Hatfields & McCoys<\/em> and The Bible<\/em> taught us a lot about thinking big. Taking risks and swinging for the fences are things we always talk about here, but these two projects in particular really challenged us to do that in ways we hadn\u2019t before. Whether it was working with top industry talent or forging new production partnerships, we learned how important unwavering commitment is to seeing our vision through. This committed approach helped drive some of the projects we\u2019re very excited about: Houdini<\/em> on HISTORY, Bates Motel<\/em> and Those Who Kill<\/em> on A&E, and the return of Lifetime\u2019s Devious Maids<\/em>. As we go forward in developing scripted programming, we bring that same spirit and resolve to every project regardless of scale.<\/p>\n

WS:<\/strong> For several years now, A+E Networks has owned most of the programming it airs. How can you apply that strategy to scripted programming, which is more expensive than unscripted programming?
\nDUBUC:<\/strong> Just last year we launched A+E Studios, our new venture that will produce our original scripted content. A+E Studios is led by Bob DeBitetto, one of the savviest executives in the business, with a ten-year track record of success at our company. We will operate the studio with a variety of production models, including co-productions and fully funding projects ourselves. Our first co-production project is Houdini<\/em>, a co-production with Lionsgate starring Adrien Brody.<\/p>\n

We\u2019ve just announced the pickup of our first wholly owned drama series for Lifetime, Un-Real<\/em>. Global sales for the series will be handled by A+E Networks International. Drama is an important component of Lifetime\u2019s strategy, and we continue to have success with the format on HISTORY. Given that strategy, it is critical that we can supply these programs to our partners.<\/p>\n

WS:<\/strong> The Bible<\/em> had a very interesting marketing campaign, including screening at some of the major churches in the country. How has marketing evolved as the television landscape has become so crowded?
\nDUBUC:<\/strong> Along with our production partners, we agreed on two key objectives for The Bible<\/em>. First, treat the material\u2014probably the biggest, richest, most significant narrative ever\u2014with the utmost respect and historical sensitivity. Second, and more to a marketing end, get people intimately close to this timeless story and the characters that help define their lives. Naturally, sharing the content with interested audiences among the religious community was something that made sense. Choosing to do so in a setting that was special and sacred to them created an experience and helped foster a deeper connection. It also said that we felt strongly enough about this project to share it with those who care the most about it.<\/p>\n

To successfully market great programming today, you need to reach consumers at every touchpoint in their lives. We start with creating a powerful exposure to our content on air. We look at creating experiences in the social landscape because so much of consumers\u2019 lives is being played out there. And of course, we also look at getting our content into other forms of media in more of a PR capacity.<\/p>\n

The Bible<\/em> is a good example of how creating a deeper experience, beyond the TV, is key to successfully breaking through. We are constantly looking for opportunities to engage fans in a dialogue or an experience based on our content, because we feel that is the most effective marketing we can do.<\/p>\n

WS:<\/strong> How did Duck Dynasty<\/em> come about? What nerve has it struck among viewers?
\nDUBUC:<\/strong> Our process has always been to seek out great characters and great stories. Those are essential for success, so we\u2019re always looking for colorful people with unique perspectives on life. The Robertsons delivered that in spades. When we first started developing the show, we knew there was something there but did not fixate on the level of success it would achieve. Instead, we focused on the elements of the show that were relatable, interesting and that tapped into their unique perspectives and relationships. To us, the show was always about family at its core\u2014a family full of highly interesting characters\u2014and that\u2019s the part that viewers connected with most. Even though their lives and livelihoods are far different than those of people watching the show, the construct of family and the dynamics between its members endears them to our global audience.<\/p>\n

WS:<\/strong> With many channels already up and running, what is A+E Networks\u2019 international channel expansion strategy?
\nDUBUC:<\/strong> Today, we have 62 branded channel feeds in over 160 markets and 39 languages. We have at least one top factual channel in virtually all markets. Our first strategic priority is to have a bouquet of three to six strong, differentiated channel brands in every market. We began the international rollout of Lifetime and H2 last year with launches across the Americas, Europe and Asia, and have additional launches planned for this year. We had our first European launch of A&E last November and expect more launches this year. Finally, we see opportunities for our newest brand, FYI, in the coming year.<\/p>\n

We are also strategically increasing ownership in our channel businesses outside the U.S. In the past year, we acquired full ownership in operations in Southeast Asia and Italy. We will continue to explore full ownership where it makes sense.<\/p>\n

WS:<\/strong> What does the Lifetime brand mean for viewers today?
\nDUBUC:<\/strong> We\u2019re proud that Lifetime is a leading brand for women. Our goal has been and will always be to make the brand a more active and integral part of our viewers\u2019 lives\u2026and we set out to achieve this on several fronts. With programming, we continue to evolve our scripted, unscripted and movie slate to tap into the passions and interests of a constantly evolving female audience. We are finding ways to expand the moments our audience spends with us by creating more co-viewing opportunities. With technology, we continue to grow our digital presence and our social following to foster more of a holistic experience around our content. And we continue to build on the brand\u2019s great history of outreach by developing platforms and resources around women\u2019s rights, domestic violence and breast cancer (just to name a few) for our audience to tap in to.<\/p>\n

WS:<\/strong> Tell us about the re-brand of Bio to FYI. What void do you see in the market for lifestyle channels?
\nDUBUC:<\/strong> FYI is designed to stoke personal inspiration, imagination and innovation. It is clear that a void exists in the market for lifestyle channels, but what occupies that space currently is very prescriptive. What will separate FYI is a non-prescriptive approach to lifestyle content, one that embraces an adventurous personalized spirit. Today all of us, especially Gen.Y-ers, live multifaceted lives. I call them the \u201cproudly hyphenated.\u201d We are building FYI to be the only network brand that truly reflects the multifaceted lifestyle of our viewers. From personal taste, space, social life, look and more, it will cover a range of experiences that mirror how people actually live their lives today, unconstrained by one passion or interest.<\/p>\n

WS:<\/strong> Tell us about H2 and LMN. How do they complete and complement A+E Networks\u2019 portfolio?
\nDUBUC:<\/strong> Although these emerging brands may not get as much attention, they play a very important role in our portfolio and for our audience. They are designed to complement the content of our three primary networks by offering the ability to go deeper and engage more in the things that make their parent brands appealing. In the case of LMN, a diverse mix of original movies and series makes it the destination for women seeking more powerful stories and real emotional experiences 24\/7. H2 has come into its own as the place where information is entertainment. Where HISTORY connects viewers with history in new, informative and entertaining ways, H2 offers viewers the chance to drill down further via a deeply immersive perspective on history-based content from around the globe.<\/p>\n

WS:<\/strong> What is the role of linear channels in today\u2019s changing TV landscape?
\nDUBUC:<\/strong> We work hard to constantly stay aware and be prepared for what\u2019s next in technology and the ways our audience consumes content. But we are a content company. Period. That\u2019s the part we control. So for us, remaining relevant requires taking the insights we glean from our tech-savvy audience and tailoring our content accordingly. We want every experience with our brands, our shows and our characters to entertain and delight\u2014and that means something slightly different on each platform. So part of our creative process is to think through delivering a great experience on each one.<\/p>\n","protected":false},"excerpt":{"rendered":"

This interview originally appeared in the MIPTV 2014 issue of World Screen. Bringing human stories to life has always been A+E Networks\u2019 mission. For years its channels, which include HISTORY, A&E and Lifetime, featured out-of-the-ordinary individuals in unscripted shows like Pawn Stars, Dance Moms and the megahit Duck Dynasty. The company, headed by President and …<\/p>\n","protected":false},"author":1,"featured_media":5682,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[],"class_list":["post-5681","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-interviews"],"yoast_head":"\nNancy Dubuc<\/title>\n<meta name=\"description\" content=\"Nancy Dubuc. The president and CEO of A+E Networks.. 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