The network group is highlighting several partner solutions tied to COVID-19. These include "super pods," which are long-form commercials for brand films that can premiere within original series and prime-time films; and "applauding the heroes," where brands can join AMC Networks each night at 7 p.m., across all its platforms, to honor essential workers as they change shifts. There’s also "peaceful postcards," which are custom creative pieces built for brands that need timelier assets in response to industry changes. These can be turned around within 24 hours.
AMC Networks, which includes WeTV, BBC America, IFC and SundanceTV as well as the flagship channel, is also creating new programming formats in response to the crisis, with easy on-ramps for advertiser categories looking to highlight products during this time.
Last week, for example, AMC announced “Friday Night In with The Morgans,” a weekly, half-hour video-chat-based show, hosted by “The Walking Dead” star Jeffrey Dean Morgan and his wife Hilarie Burton Morgan from their farm in upstate New York.
AMC is the latest TV group positioning itself to help marketers navigate the crisis. Last week NBCUniversal outlined efforts to become more of a consultant to marketers, helping them craft messages and position products to capitalize on the move to e-commerce. NBCU is also introducing new commerce technologies, waiving technology fees and opening up more creative services without the associated fees.