Consortium Aims For Programmatic TV Buys

Interpublic’s Mediabrands unit has formed an alliance with more than 15 minor TV networks to develop and organize data and technology that would enable the agency and its clients to buy their advertising inventory programmatically. The initiative, which is being led by Mediabrands’ Magna Global unit, so far includes more than 15 networks, about half of which are not even measured by Nielsen.

‘The Real,’ ‘Exhale’ Take New Tack On Talk

In its summer syndication test run, The Real is taking a different approach to the TV talk show format with a younger, multi-ethnic panel. Another new talker, Exhale, is getting a summer tryout on the black-oriented cable channel Aspire.

Magic Johnson’s Aspire Cable Ch. Debuts

The new channel aimed at black families is available in about 7 million homes and in 16 of the top 25 African-American markets (including New York, Atlanta, Chicago and Washington). It can be seen by some customers served by Time Warner Cable Inc. and by Comcast Corp., the nation’s largest cable operator, which is introducing the minority-oriented Aspire as part of an agreement struck with the FCC when Comcast purchased NBC Universal.

Magic Johnson’s Cable Net Names Paul Butler GM

Comcast To Start Minority-Owned Channels

Comcast will launch four minority-owned networks on its cable TV systems in the next two years, including channels spearheaded by music mogul Sean “P. Diddy” Combs and NBA great Magic Johnson. The new channels are part of an agreement reached by Comcast with the FCC and Department of Justice when it was allowed to become majority owner of NBCUniversal.