Facebook
pays millions for reality show on NFL's Marshawn Lynch
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[September 13, 2017]
By Jessica Toonkel
(Reuters) - Facebook Inc is
paying Time Warner Inc's Bleacher Report millions of
dollars for a reality show on NFL player Marshawn Lynch,
the sports site told Reuters - a sign that the social
media firm is willing to pay top dollar to lure viewers
and ads to its Watch video service.
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The reality show about the Oakland Raiders
running back, called "No Script," launches at a time when
Facebook and other web giants including Amazon.com Inc <AMZN.O>
and Netflix Inc <NFLX.O> are spending billions on original
content in a pitched battle for viewers. Facebook is planning to
spend up to $1 billion on original shows, the Wall Street
Journal reported.
Facebook did not respond to requests for comment on its
spending.
Facebook's Watch was rolled out to U.S. users last month. The
company has initially been paying for a handful of shows to
attract viewers to the platform.
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It has paid $10,000 to $35,000 for shorter-form shows and up to
$250,000 for some longer-scripted shows, sources told Reuters in
May.
"We think we have a big hit on our hands," said Rory Brown,
president of Bleacher Report, declining to comment on how many
millions Facebook is paying Bleacher Report for the show.
"People are going to spend more time on Facebook because of it."
"No Script" will start streaming this month and consists of
eight 10- to 15-minute episodes featuring various antics by
Lynch, who is returning to football as a running back for the
Raiders.
Lynch, known as "Beast Mode" for his running prowess, has
returned to the league this season after retiring in 2015 from
the Seattle Seahawks, where he helped win Super Bowl XLVIII
against the Denver Broncos in 2014.
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The first episode features Lynch taking racecar driving lessons
until he ruins the tires of the car.
In a deal similar to others, Facebook retains exclusive rights to
the show for a period of time, Brown said, declining to elaborate on
the exclusivity window. After that period Bleacher Report owns the
content and can use it.
It was a big priority for Bleacher Report to keep the show
authentic, given Lynch's raw style, Brown said.
For the most part Facebook gave Bleacher Report full creative
control, however the social media network does have concerns about
offensive language, Brown said.
"I wouldn't be shocked if that ends up being censored," he said.
(This version of the story was refiled to fix ticker symbol for
Facebook)
(Reporting by Jessica Toonkel in New York; Editing by Lisa Shumaker)
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