UP Entertainment’s Charley Humbard on Being Hopeful and Helpful in Challenging Times

amp8220These are unprecedented timesamp8221 he continuedamp160 amp8220In a way itamp8217s like living in a scifi movieamp160 The unknowns of whatamp8217s coming and how it resolves amp8230 all that uncertainty is piling up on everybodyamp160 That said Iamp8217ve seen a lot of positive things develop that are bringing out the best in a lot of usamp8221Youamp8217ll be reading a lot about Virtual Upfronts in the weeks ahead especially here at VirtualUpfrontcomamp160 For UP Entertainment the concept is not newamp160 amp8220We have been a videobased meeting company for a couple of yearsamp8221 he saidamp160 amp8220We got into that pretty early in the game so working remotely is kind of natural to us Weamp8217re going to hold all our Upfronts as virtual video meetingsamp160 Weamp8217re a pretty progressive company when we think about satisfying the needs of our clients as well as how we work with them in unusual circumstances like thisamp8220I think for UPtv and Aspire tv and even our streaming platform UP Faith ampamp Family which is not advertiser supported these times encourage us to find stories that make us feel better and positive and hopefulamp8221 he continuedamp160 amp8220Unlike some channels that must now create new programs or go back to their libraries and pull something out that might make people feel good itamp8217s what we do all the timeamp160 This type of programming is natural for us and what we want to do during these times is showcase it even moreamp8221At the forefront of that strategy is UPtvamp8217s expanded commitment to producing original movies and Aspire tvamp8217s plan to be a leader in black and urban lifestyleamp160 amp8220We are aggressively investing in new programming to be featured on our networks especially movies more than we ever have beforeamp8221 Humbard saidamp160 amp8220Itamp8217s a huge commitment by us but content is king more than ever in this world and our original movies are what we are getting behindamp8221amp160Althoughamp160most television production has shut down during the Coronavirus pandemic Humbard noted that UPtv has 30 movies completed and ready to go in the months aheadamp160 There are many more to fall back on and many more in preproductionamp8220We now have a unique strategic partnership with Larry Levinson Productions that gives us access to a library of highquality made for television movies as well as the ability to license LLPamp8217s new movies so we have a longterm pipeline in placeamp8221 Humbard explainedamp160 amp8220The resources Larry brings to the table are just remarkableamp160 He has produced for CBS TNT Hallmark all the networksamp160 He made some of the highest quality movies ever made for televisionamp160 He now makes our movies and we have exclusive access to his libraryamp160 He has his own backlot in Los Angeles and heamp8217s got the largest prop house in the worldamp160 We have a strategic alliance that allows us to really shine for our clientsamp8221Since January the network has been premiering a new movie every Sunday night and plans to continue doing so throughout much of the yearamp160 UPtv also now runs movies all weekend long from Friday night through Sunday nightamp160 amp8220Our Sunday night premiere movies are a fabulous opportunity for sponsors to get behind a great movie that can be watched by the whole familyamp8221 Humbard notedThe same can be said for UPtvamp8217s many original and acquired series especially nowamp160 With over 40 million kids currently at home parents want something that they can put the kids down in front of without worrying about inappropriate content Humbard explainedamp160 amp8220For us itamp8217s a time to say okay we have these shows what are we doing on the scheduleamp160 What can be differentamp160 Whatamp8217s really poppingamp160 What do they want more ofamp8220You can leave our brands on 24 hours all day long and not worry about itamp8221 he continuedamp160 amp8220Thatamp8217s a big deal and I think parents appreciate thatamp160 The shows and movies that rise to the top are beloved brands that make people smile and laugh like Gilmore Girls Reba and Little House on the Prairieamp8221amp160 Even the promotions for such shows are trying to inject some humor into these dark timesamp160 amp8220Weamp8217re doing fun promo pieces and giving a little wink to folks who are dealing with life in a way they never expected toamp8221UPtv also has some timely yet organic content in the worksamp160 For example there will be special content created with the stars of the networkamp8217s flagship reality series Bringing Up Bates which in its ninth season is enjoying some of its highest ratings in years and remains a top20 cable show on Thursday nightsamp8220Gil and Kelly Bates are experts in home schoolingamp8221 Humbard said explaining that they homeschooled all 19 of their childrenamp160 amp8220They are producing home schooling tips for parents that we are going to push out via social media have available via digital and put on the airamp160 They will be interstitials on the network so those could be sponsoredamp160 We want them to be a helpful tool as well as something funamp160 Itamp8217s a great way right now to offer a little assistance to folks who are figuring out this new life at home have a little fun and make our brands even more memorableamp8221When asked if the enduring popularity of the Bates family and the longevity of their series had led to thoughts of a spinoff or two Humbard replied amp8220Weamp8217ve talked to them about a few different ideasamp160 Weamp8217re already planning their next seasonamp8221Humbard is especially proud of the fact that many distributors have chosen to allow their viewers to have access to UPtv and Aspire tv for as long the pandemic continuesamp160 Itamp8217s an obvious benefit for the networks39 advertisers who will now be seen in approximately 15 million more homes he notedamp160 But the reinforcement of the UPtv brand is also rewardingamp160 amp8220Itamp8217s just great that they chose our networksamp8221 he saidamp160 amp8220They called us up and asked us to be one of themamp160 Having positive brands is a good thing right now on their distribution systemsamp160 Itamp8217s good to be thought of that wayamp8221For more background on UP Entertainment read our Lunch at Michael39s interview with Charley HumbardClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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UP Entertainment’s Charley Humbard on Being Hopeful and Helpful in Challenging Times

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UP Entertainment’s Charley Humbard on Being Hopeful and Helpful in Challenging Times

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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