Anthem Sports & Entertainment Inks Original Content Deal With iHeartMedia

Anthem Sports & Entertainment, which owns and operates streaming platforms targeting niche audiences, March 9 announced an original content partnership with audio company iHeartMedia.

Under the multiyear agreement, the companies will collaborate on the co-production of original programming and on the marketing of Anthem’s properties across iHeartMedia’s multi-platform audio network and largest radio broadcaster in the country.

Anthem, which acquired a majority interest in Mark Cuban’s AXS TV in 2019, becomes partners with remaining shareholder Anschutz Entertainment Group while bringing Steve Harvey Global into the company as an investor and advisor on content development.

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Anthem recently announced it had become an investor in PlayersTV, the sports lifestyle digital network being launched by Players Media Group.

“We continue to build key strategic partnerships that expand our reach,” CEO Len Asper said in a statement. “Our new partnership with iHeartMedia gives us access to its quarter of a billion monthly listeners, reaching 9 out of 10 Americans each month through its national network of local radio stations and its ubiquitous digital app, live events, podcasts and other properties.”

Peter Volynsky, EVP of corporate development and ventures for iHeartMedia, said the collaboration underscores the importance combining audio and video entertainment.

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“We are looking forward to collaborating with the Anthem team, offering even more unique and compelling content to our audiences, while also helping them build further awareness and grow their brand through our massive scale and national reach across our powerful multi-platform assets,” Volynsky said.

 

MoviePass Partners with ‘I Heart Media’

MoviePass, the subscription theatrical ticket service, has inked a media deal with iHeartMedia.

The agreement affords New York-based MoviePass an extensive marketing campaign across iHeartMedia’s multiplatform network, including radio, digital, social and live events.

With more than 1.5 million subscribers, $9.95 MoviePass eyes iHeartMedia helping target new subscribers, in addition to selling ads on its website and app.

“We expect that this relationship will be beneficial to movie exhibitors, because we hope to drive more traffic into theaters and to advertisers through our strong working intelligence on the preferences and behaviors of a substantial number of movie-goers,” Mitch Lowe, CEO of MoviePass, said in a statement.

Lowe said subscribers are going to twice as many movies as non-subs, including purchasing one in every 50 movie tickets sold in the U.S.

The service claims movie theater attendance for participating exhibitors has increased more than 400% since the launch. Data iHeartMedia believes it can sell.

“We have the capability to build significant brand awareness for MoviePass through our … reach of more than 270 million monthly listeners across … our multiplatform assets,” said Joe Robinson, president of iHeartMedia Ventures. “We see a unique opportunity with MoviePass, and its ability to understand and analyze audience trends and behavior which is a great asset for our advertisers, especially those looking to further engage with millions of moviegoers.”