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T-Mobile's TVision closure points to virtual pay TV's challenges

Mar 31, 2021, 04:54 IST
Business Insider
T-Mobile CEO Mike Sievert.T-Mobile

Hi and welcome to this weekly edition of Insider Advertising, where we track the big stories in media and advertising.

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First: We extended our deadline to nominate top ad execs leading the charge on data and privacy. Submit here by April 5.

What we're following this week:

T-Mobile shuts TVision

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Digital media layoffs

Workplace issues at Zimmerman Advertising

Virtual pay TV struggles

While new streaming services launch left and right, T-Mobile is pulling the plug on TVision, its 5-month-old attempt to retain customers with a $10 per month streaming service, Claire Atkinson reported. Key points:

  • Its demise shows the challenges of the virtual pay TV services model that has struggled to find a profitable business.
  • These services historically haven't offered much of a deal for would-be cord cutters. TVision was troubled from the start, the programming costing far more than it was charging.
  • In the streaming wars, T-Mobile's loss is a win for YouTube TV and Philo, which it's offering its customers instead.

Read more: T-Mobile pulled the plug on its streaming video service, TVision, just 5 months after launch

Also read:

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Vice Media CEO Nancy Dubuc.Michael Cohen/Getty Images

Digital media takes another hit

Just as things are starting to look up with more people getting vaccinated and offices planning for reopening comes news of layoffs at a handful of digital media darlings, Steven Perlberg reported.

This may have surprised people who may have thought the blood-letting was over after last spring when advertisers hit the breaks, leaving many ad-dependent media companies to cut costs.

But the challenges these companies faced aren't new:

  • Vice Media and HuffPost, along with other VC-backed media companies, have struggled to reach their backers' expectations. HuffPost was just acquired, a move that's usually followed by layoffs as merged companies look to cut duplicative costs.

  • Mel Magazine, an arm of Dollar Shave Club, was known for its distinctive men's lifestyle coverage. But as a brand-backed publication that didn't have any ad revenue coming in, its financial purpose was unclear.

  • And Medium, which also announced cuts, has changed its approach to content countless times over the years, shifting from an ad- to subscription-driven model. This time it was to scale back its own publications that it started just a few years earlier.

Subscriptions and advertising support many news outlets very well, of course. These companies didn't have enough of either, or their execution was flawed.

Some digital media companies could get a lifeline by going public through SPACs. But the underlying business challenges they face aren't likely to go away.

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Read more: Vice Media just laid off a handful of digital staffers

Also read:

Jordan Zimmerman, founder and chairman of Zimmerman Advertising in Fort Lauderdale, Florida.Jock Fistick/South Florida Business Journal

Zimmerman Advertising complaints

Zimmerman Advertising and its founder Jordan Zimmerman bear all the trappings of success, with billions in revenue and clients like McDonald's and Nissan.

But some employees said they experienced micromanaging, misogyny, and racism at the Omnicom-owned agency, Lindsay Rittenhouse reports.

From her story:

Read the full story: Employees say they experienced racism and sexism at Zimmerman Advertising, an Omnicom agency known for clients like McDonald's and Nissan

Other stories we're reading:

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Thanks for reading, and see you next week. And remember you can sign up for this newsletter here.

- Lucia

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