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Fox, Disney, Warner Will Tap Streaming Sports Venture in TV Upfront (EXCLUSIVE)
Fox, Disney and Warner Bros. Discovery plan to use the launch of a new streaming sports joint venture to bolster their sales efforts in TV's upfront
Discovery plan to use their new streaming joint-venture — the official name of the video hub has yet to be announced — to boost the impressions they have to sell to Madison Avenue during the industry’s annual “upfront” market, according to three people familiar with the matter. To be sure, more ad plans use proprietary data and programmatic buying to align commercials with specific pockets of consumers — expectant mothers or first-time auto buyers, for example — but big marketers still like to reach broad swaths of potential customers all at once, which remains a more efficient practice. One of the goals of the new business is to generate some of the revenue Disney, Fox and Warner Bros, Discovery are, like their contemporaries, losing as one-time TV viewers gravitate more readily to streaming on demand.
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