AMC Networks Hires Data Mapping Company Katch (EXCLUSIVE)


AMC Networks Isn’t Satisfied Knowing You Like ‘The Walking Dead’, ‘Better Call Saul’ and ‘Killing Eve’ – They Want to Know Why you like these shows. The owner of AMC, BBC America and streaming service AMC Plus has signed a multi-year deal with entertainment data mapping firm Katch to get the answer to that question, Variety learned exclusively.

Katch, which previously provided data-driven insights to various partners in the film world, is entering the television space with its AMC Networks deal. As part of the pact, Katch, the creator of the first “human-powered media genome” for the entertainment industry, will offer information in support of AMC Networks’ linear channels – AMC, BBC America, IFC, SundanceTV and WE tv – and growing portfolio of targeted streaming services – AMC Plus, ALLBLK, Shudder, Acorn TV, Sundance Now and HIDIVE – by mapping audience preferences.

The Katch Genome, designed by former Pandorma architect Dr. Nolan Gasser, consists of 2,500 unique elements “that capture every layer of media, including cinematography, context, directing approach, sheet music and much more”. Throughout the next year, large portions of AMC’s library will be analyzed by Katch’s hand-graded and trained human content analysts.

According to AMC Networks and Katch, “By providing a genomic view of all of AMC Networks’ original programming, down to individual network and streaming brands, Katch is able to shed light on the specific attributes that bring viewers to connect with enterprise content. Katch’s genomics approach reveals fundamental insights such as where and, more importantly, why movies or TV series resonate with specific audiences (across cities, countries, demographics, behavioral segments and likes) This precise and detailed information is invaluable for any programmer looking to deliver emotional and resonant promotional messages to current or potential viewers and subscribers.

“The genre is so broad, and especially for AMC, we do a lot of genre-blending, which is one of the key hallmarks of the AMC brand that people have really enjoyed,” Melanie Schneider, senior vice president of Research at AMC Networks, Told Variety. “It goes beyond gender and into what’s distinctive in the setting or in the people, in the relationships and the ethics and the storylines… Human behavior makes it a subjective experience. Going through such a rigorous training program to be able to get people to code consistently makes it objective.

“What I found really interesting was that we watched two shows: ‘Mad Men’, which some say defined what AMC Originals were, and then another show from AMC Plus, ‘Riviera’ And internally, when you think about these two shows, you don’t see them aligning. And we were trying to say, we know there’s a lot of viewers watching both, but there’s a lot of viewers who only watch one of them. And they coded each episode… Thanks to that, we found out that I wouldn’t have thought about the setting, but it’s both rich and provocative sets. is a theme built from all the individual traits that fit into a rich and provocative framework. The other thing is that it’s a dark, yet passionate emotional landscape. That language is coding. There are ways for us to make it more verbally pleasurable through marketing messages, but now it gives me a way to speak to the ‘Riviera’ viewer and say, ‘Hey, why don’t you try ‘Mad Men?’

Andrew Tight, co-founder and CEO of Katch / Courtesy of Katch
Courtesy of Katch

According to Katch, the company seeks to make “genre” obsolete in today’s crowded content market by providing a window into audience tastes and the subconscious connections viewers form with film and TV IPs. .

“When I started working with the media genome, I always asked myself: ‘Why?’ I’m a movie producer, I should love all At the movie theater. But I realized that, no matter how hard I tried, I was really, really, really, really struggling to resonate with ‘Parasite,’” Katch co-founder and CEO Andrew Tight said. Variety. “I enjoyed it a lot, but I really had a hard time liking it. The same goes for “Tiger King”. You could say that “Tiger King” and “Parasite” have nothing in common. And I would say I don’t resonate with “Tiger King” and “Parasite” for the same reason, and that’s because I really struggle to resonate with unlikable and unethical main characters. And these two titles have this variable in common. And once I cracked that, then you start looking at all of your life and all the things that you resonate with and don’t resonate with.

He continued, “And if you can get to that level of granular detail, imagine what you can do with a streaming platform. How can you send a message to this audience? How to gain new subscribers? Because new subscribers are the lifeblood of a platform in this world where there is so much competition. We are in a huge competition for eyeballs with a very limited share of wallet. And so what we’re trying to do is give everyone the opportunity to compete. Netflix has some of that capability. They have a fairly good understanding of their content. Realistically, they only understand their content, but they have the ability to know which poster, which message to show one person rather than another. Katch gives everyone else that level of power. And that’s what we’re working on in partnership with AMC.


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