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Music channel Fuse TV received a fresh infusion of ideas and executives in 2014 when it was acquired by NUVOtv (and parent company SíTV Media, which has been renamed Fuse Media, Inc.), and this year is the first opportunity for the newly-blended network to come to the upfront table. Here’s what’s being served up: Less NUVOtv, for one thing the name is being phased out and more original programming with a diverse flavor that’s expected to appeal to the classic 18-34 viewership. Where does this leave NUVOtv co-founder Jennifer Lopez? Still involved in the creative process, but clearly no longer a front-and-center presence. Meanwhile, the channel is forgoing the traditional party route this first time out, preferring to host high-level agency and client meetings early in March, followed by a multiple-city road show through late May.
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What’s the pitch?
Three words: New Young Americans. The new Fuse will be about targeting a specific millennial demographic with music and related scripted and reality programming. “Fuse will expand its aperture to include a mix of comedy as well as culture and lifestyle programming that’s sexy, edgy, relevant and honest in order to reflect the interests and diversity of this generation on an even deeper level,” Jason Miller, EVP Ad Sales and integrated Marketing, Fuse Media, told Cynopsis.
“Music’s still at the heart of Fuse,” Fuse Media, Inc. President Bill Hilary said on a recent conference call. “We’re building a brand that understands the unique nature of today’s audience.”
In addition, look for new music channel FM to launch in the fall, designed to help lesser-known artists reach a wider audience. It’s a venture that feels like Fuse’s answer to Palladia (the sister channel offshoot of MTV and VH1), and it also harkens back to Fuse’s early days of spotlighting new indie bands.
New Categories Fuse Wants to Break?
Automotive, technology and consumer electronics
How Fuse stands out from Its Competitors
“We are well-positioned to drive a larger audience for our brand partners to connect and engage with New Young Americans by providing more touch points than ever through TV, online, mobile devices and on-site at major events,” said Miller.
What Defines Success This Upfront Season
“Expanding our portfolio of clients by leveraging Fuse’s multiple platforms and touch points (e.g. TV, online, mobile and at major events) to reach our highly coveted audience,” says Miller.
On the Grid
With more than two dozen shows in development, Fuse is planning to keep content coming out of the gate. Shows include the returning favorite Big Freedia: Queen of Bounce and new launches like White Guy Talk Show, SKEE TV; and upcoming series like King of the Floor (from EP Wilmer Valderrama) and the animated Hey! It’s Fluffy (from comedian Gabriel Iglesias). P.S. White Guy Talk Show is the only late night talk show being rolled out this year with a dog as the announcer; Frodito is Grace Parra’s pooch and performs emcee duties.
Additionally, appealing to the viral nature of social media will play a bigger role with some new programming, specifically the White Guy Talk Show. “Social media has redefined the late night talk show landscape (e.g., Jimmy Fallon),” says Miller. “Fuse is getting into the game.”
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Just Asking…
Grace Parra, one of the hosts for Fuse’s new White Guy Talk Show, answered some of our burning questions.
What’s your favorite social media platform?
“Instagram, ride or die. But Twitter’s my side piece.”
What’s your guilty pleasure TV show?
“Oh, I’d watch kids baking and cooking competitively every hour of the day if I could.”
What’s the job you’d most like to have but probably never will?
“Sommelier. I would be the best wine taster but I’m such a lightweight that I’d be asleep after four sips. I know, ‘Grace, you’re supposed to spit out the wine,’ but come on, y’all, that’s #wasteful.”
What are your favorite music videos of all time?
“Jamiroquai’s ‘Virtual Insanity’ because that moving room is dope. Also, I love Fleetwood Mac so much, so I’ll watch anything from ‘The Dance’ reunion over and over again.”
What’s the first concert you ever attended, and who went with you?
“Hanson, baby! My brother Alex and my sister-in-law Carla went with me; it was at the Cynthia Woods Mitchell Pavilion in The Woodlands, Tex. and I had inappropriate daydreams about Taylor Hanson that entire summer.”
Quote of The Day
“Fuse is the destination for young people, with content that’s inclusive,” said Hilary. “It’s a combination I don’t believe is anywhere else.”
BabyFirst brings toys to their meetings with advertisers: a goodie bag full of what else? baby items. “It’s fun to see a 24-year-old buyer try to trade some of the items they go in their bag with someone else,” says Mary Jeanne Cavanagh, EVP ad sales and sponsorships.
Up, up and away! Up promises true family entertainment this season that will keep all members glued to their seats … or at least, not running from the room.
Keep Watching & Reading,
Lynn Leahey, Editor
Roberta Caploe: Editorial Director @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group
Cynopsis Ad Sales: Mike Farina | VP, Sales | 203-218-6480
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