AMC Networks plans to offer ad-supported versions to all of its targeted streaming services by the end of the 2024-2025 upfront market, part of a broader bid to give advertisers a potential perch in nearly every video venue.
AMC in late 2023 launched an ad-supported edition of its flagship AMC+ streaming venue, which comprises offerings from Shudder, Sundance Now and IFC Films Unlimited. Now, it wants to offer plans tied to those individual hubs, as well as other services, outside of an overarching AMC+ plan.
This launch will introduce stand-alone ad-supported versions of Shudder, AcornTV, HIDIVE, ALLBLK, Sundance Now and IFC Films Unlimited. The company also operates several FAST channels that also feature commercials. Shudder is focused on horror; Acorn on series from Britain, Australia, Ireland, France and elsewhere; HIDIVE on Japanese anime; and ALLBLK on content tailored to Black consumers.
“Our message to our partners is that we have really taken a lot of time and resources and done a lot of work to build out an infrastructure that meets you where you need to be,” says Kim Kelleher, AMC Networks’ chief commercial officer, during a recent interview. “We have put together our very fragmented audience across platforms in a way that should be seamless.”
AMC enters TV’s upfront sales season facing many of the challenges of its larger counterparts. Linear ratings are in decline and ad demand has been muted for several quarters owing to economic unrest and changes in how Madison Avenue outlays its dollars for media. But executives believe they have crafted both strong content for a variety of audiences as well as new distribution opportunities that can match any viewer behavior.
As part of its offering, AMC Networks will launch a year-long spotlight on horror across all platforms, including the Shudder streaming outlet and its annual “FearFest” programming event. Josh Ruben, an actor, horror writer, producer and director will serve as the company’s “Ambassador of Horro.r”
“We are bringing fans the genre they love most, and bringing our partners the opportunity to create award winning campaigns within it,” says Kim Granito, chief marketing officer of AMC Networks.
The company is also developing a suite of content series that are designed to welcome sponsorship and integrations. Among them are a second season of the soon-to-launch cooking series “In The Kitchen With Harry Hamlin” and a new cycle of “Show Me More,” a behind-the-scenes tour of some of AMC’s best known programs.
Also in development: “The Walking Dogs,” in which cast members from AMC’s various “Walking Dead” properties celebrate their hounds, and “Vibe Check” a series of quick-hit pieces from WEtv talent Reginae Carter in which she examiners trends.
