A Look Ahead in 2017 for the FreeWheel Council for Premium Video
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James Rothwell
By James Rothwell,
VP, Global Agency, Brand & Industry Relations

The FreeWheel Council for Premium Video was proud to achieve a number of successes in 2016—a critical year in which we laid the foundation of our mission to serve the collective interest of those in the premium video industry through leadership positions, research, and advocacy promoting the New TV Ecosystem. And as we are looking ahead at the flurry of activity planned over the next several months, we aim to shoot even higher in 2017.

The FreeWheel Council for Premium Video was established in the summer of 2015 and has grown to include 30 members from the largest premium video providers, including programmers, operators, and digital pure-plays in the U.S., such as ABC, A+E Networks, Comcast, Discovery Communications, ESPN, Fox, NBCUniversal, Turner Broadcasting System and Univision Communications. These members participate in committees, each of which is collaborating to address some of the industry’s biggest challenges like improving the ad experience, the unification of cross-screen execution and measurement, and the changing landscape of the premium video economy.

This year is already shaping up to be another banner year for the Council. Here’s a quick overview of three highlights you can anticipate from the Council in the coming weeks and months:

1)  Building upon our position Working Together to Improve the Ad Experience, we will publish comprehensive data and insights regarding the challenges and opportunities facing the video ad experience. Whereas we focused on the sell-side perspective in our previous publication, this position will feature custom research data focused on the buy-side’s perspective on this critical topic and where responsibility lies in terms of delivering better ads within video content (SPOILER ALERT: it’s everyone’s responsibility).

2)  We’ll also be taking a deeper look at the challenges of unifying linear TV and digital video as a follow-up to Unification: The Path to Scale and Simplicity. This work will focus on the nuances of execution across linear and digital to help both buyers and sellers of media to appreciate the differences in process, partners, technology and even language between the two. We believe this is vital to truly realize the promise of cross-screen video, as both buyers and sellers consolidate their video organizations.

3)  Given the success of the FWC in the U.S. Market, we aim to bring the benefit of the Council’s activities to additional geographic regions starting later this year. We will initially focus on Europe and are exploring opportunities with European TV companies to serve the collective interest of premium video players in the region. We firmly believe that having a global perspective, aligning our U.S. and European members, will strengthen our efforts and provide even greater value to the industry at large.

In addition to the above, we will also publish positions on the value of cross-platform video and the impact of OTT and STB VOD later this year, in collaboration with FreeWheel’s Advisory Services team, Council members and partners. And we will continue to be the “voice” for the New TV Ecosystem, activating content and social channels to highlight key topics, as well as engaging with industry bodies to align our agendas and drive the industry forward.

We look forward to connecting with you this year. The FWC will be represented at many industry gatherings including AAAA Transformation, Cannes, DMEXCO, Advertising Week, ANA Masters of Marketing and many more.

Stay tuned for more information and feel free to reach out to us for more information and follow us on Twitter and LinkedIn.


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