4 World May 2017 V I D E O A G E According to Global Agency’s official statement, the fact that President Trump is shown in the poster “as a street singer sitting in a corner of a wall in Mexico with a sombrero, added humor to the U.S.-Mexico issues.” In the past, Pinto has also created other controversial promotional campaigns using caricatures of Nicolas Sarkozy (when he was President of France); German Chancellor Angela Merkel, and Barack Obama (when he was the U.S. president). But Reed Midem, the organizers of MIP-TV and MIPCOM, did not allow the billboards to be used around Cannes. This timeGlobal Agency did not negotiate the space with Reed Midem, but with the city of Cannes instead, plus they used an “illustrated image” and not a photograph and thus permission was granted. Pinto is also the creator of the format, which is about giving a second chance to forgotten celebrities to regain their fame. For this reason the billboard depicts Trump in an imaginary future, having lost his fame, with a chance to get it back. TCR Increases LinearTV RatingsTo+35 CBS is flauntingprimetime program viewing gains from Nielsen’s new Total Content Ratings (TCR), which pools together live viewing plus time-shifted viewing across 35 days, on a variety of devices and services, including digital, mobile, VoD, and DVR. According to CBS, the network’s entertainment shows have grown on average 54 percent, versus Nielsen’s liveprogram-plus-same day ratings. CBS’s TCR numbers only include linear viewing on VoD and DVR platforms and not any digital viewing. CBS has said that the online and mobile viewing metrics are “still indevelopment.” However, NBCUniversal has shown concern about TCR because VoD measurement comes from panels, not census level. Plus, TCR provides incomplete OTT viewership. According to NBC, TCR has “no quality control measure for digital fraud, viewability, or completion rate.” “You have to see this,” said Moving Pictures Media Group’s Rene Leda to a VideoAge reporter at MIP-TV, taking him to view a billboard on the Croisette in Cannes, right in front of the Grand Hotel. It publicized one of the latest Global Agency formats from Turkey, Bring Your Fame Back, using President Donald Trump’s caricature. A second, andmuch larger billboardwith the same image was posted on the side of a building on top of the Fred luxury store next to Louis Vuitton in Cannes. A group of tourists convened at the billboard by the Grand Hotel, seemingly perplexed by the cryptic message, but nevertheless busy taking photos of the large poster. The billboards received some attention on social media, too, although the comments were less than favorable: “What a disgrace,” and “This is not right,” among them. But Global Agency’s CEO, Izzet Pinto, welcomed the criticism: “This is good, we’re looking for controversy,” toldVideoAge. Trump Used to Promote a Turkish Format INNOVATION CREATION CELEBRATION NATPE is the premier global business forum for content producers, distributors and buyers across all platforms. www.NATPE.com BUDAPEST JUNE 19 - 22 | 2017 MI AMI BEACH JAN 16 - 18 | 2018
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