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What are some good examples / case studies of partnerships where one partner is primarily responsible for content creation while the other is responsible for distribution.
Hello! Thank you for your question to examples/case studies of partnerships where one partner is responsible for creating content and the other handles distribution. The most useful sources I found to answer your question were press releases and industry reports. The short version is the creation of Amblin Partners and #AOLNEWFRONT are two of six examples of these partnerships that I found. I was not able to find any information on how the partnerships are currently performing. Below you will find a deep dive of my findings.
METHODOLOGY
I conducted advanced searches using a variety of key words and query types. I searched for information within the last year that met the desired criteria including corporate websites, industry reports and trusted media site. I also studied the OZY example given and conducted additional searches around that topic.
RESULTS
I was able to find some information on OZY’s relationship with TED and CNN and well as 6 examples of partnerships that meet the desired criteria. I was not able to find any information on how any of the 6 partnerships are performing.
OZY
It was mentioned in the request that OZY works with CNN and TED but it was unknown how the partnership worked. I found information that gives a little insight into the relationship. OZY has a link on their website to a page about their relationship with TED. From examining the page, it looks like it is primarily a collaborative relationship; one that OZY calls “unique”. OZY creates their PredicTED videos and TED provides them a huge potential audience. Based on this page on the OZY site, the relationship between OZY and CNN could be considered a mutual back and forth. I was not able to find any other information on how these partnerships work.
This 2016 article on DigiDay describes the co-branding partnerships OZY has entered into with Wired, The New York Times, Harvard University and TED. In exchange for access to OZY’s audience of approximately $10.5 million unique readers per month, the publishers share their content with OZY. In terms of performance, OZY says that since co-partnering with these publishers, 100,000 new readers have come on board and they have nearly 100 million new readers total.
THE CREATION OF AMBLIN PARTNERS
In December 2015, Amblin Partners was formed by DreamWorks, Participant Media, Reliance Group, and Entertainment One (eOne) to form a company that will create film, television and digital content. The company organization allows collaboration on content creation to be carried out by Amblin Partners and Participant Media (still a separate company) while eOne handles distribution.
AOL AND NBCUNIVERSAL CREATE #AOLNEWFRONT
This content distribution and development agreement made in April 2015 allows AOL to publish NBCUniversal content across AOL platforms. NBCUniversal has a large portfolio of offerings from their cable channels and broadcast and digital networks. This content can now be streamed on AOL On, the AOL On mobile app and on the 16 platforms that have the AOL On app.
CONTENT DISTRIBUTION PARTNERSHIP CREATED BETWEEN GETTY IMAGES AND VICE MEDIA
This partnership created in November 2015 allows VICE Media content to be available for use by Getty Image customers. This arrangement is somewhat different from the other examples as Getty Images would probably be classified as more business to business rather than business to consumer. VICE Media will gain exposure with the nearly one million customers of Getty Images while Getty Images gains Vice Media’s youthful audience. Vice Media is recognized as the world’s leading media brand for youth.
BLOOMBERG MEDIA DISTRIBUTION AND THIRD-PARTY CONTENT PARTNERSHIPS
This partnership was launched at the MIPCOM trade show in October 2016. Under the agreement, Bloomberg Media Distribution will distribute The Hollywood Reporter, Billboard, El Financiero and STAT text and video content along with Bloomberg Media’s content. General Manager of Bloomberg Media Distribution Josh Rucci said, “As the media landscape continues to evolve, so has content creation and syndication. More companies are looking to license content to add breadth and depth for their audiences. By partnering with a diverse group of publishers, Bloomberg can now offer significant capabilities to deliver a range of content easily and at scale.”
INVESTIGATIVE NEW PARTNERSHIP BETWEEN VICE PARTNERS AND THE GUARDIAN
According to the December 2016 article on The Wrap, there are some collaboration aspects to this content partnership between Vice Partners and The Guardian such as “co-branded special reports” and the creation of new video formats to be used across genres and platforms. However, much of the main focus is for The Guardian to supply investigative news content for distribution on Vice Partners' platform.
CONTENT PARTNERSHIP BETWEEN GETTY IMAGES AND REFINERY29
This recent agreement (January 2017) is similar to Getty Images' partnership with Vice Media discussed earlier. Refinery29 has partnered with the Getty photo site in the past with a library of images called "The 67% Collection.” Because it was well received, the partnership has expanded to a new collection called "No Apologies." According to the press release on the Getty Images site, Refinery29 is “the leading digital media company for a millennial-minded audience.” Their focus is on true representations of women’s bodies, diversity and women’s everyday life experiences.
CONCLUSION
To wrap it up, the creation of Amblin Partners and #AOLNEWFRONT are two of six examples of partnerships that I found. I was not able to find any information on how the partnerships are currently performing.
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