Viacom, with its focus on young viewers and no live TV networks, has been hit heavily by cord cutting.
Now it seems Viacom thinks if it can make its ads more enjoyable that will turn around its struggling network.
So will that mean fewer commercials? “We’re examining the idea of fewer commercials, but what I’ll say is we’re examining the idea of how to make the commercial experience more enjoyable and more effective and more engaging,” Moran said. “If we do that correctly then that’s going to translate into an overall better content digestion.”
So how will it make the ads more enjoyable? Well Viacom is hoping that science will help with that. Recently it added a neurologist to its 50 person ad team to help understand how new memories are made.
Viacom recently ended its partnerships with both Hulu and PlayStation Vue. It has also decided not to partner up with YouTube TV and Hulu’s new live TV service.
It still hopes that its cash cow networks such as MTV can help bring younger viewers back to traditional pay TV; however, beyond new, more enjoyable ads Viacom has not shown much in how it plans to do that.
There is one option that is floating around. A possible new streaming service that won’t have any sports and will team up with the likes of AMC to offer a live TV experience; however, details are thin and this may be one more service that never amounts to anything.
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