AMC Networks plans to launch the lower-cost AMC+ with advertising and launch Audience+, a data platform developed with the 605 by CEO Kristin Dolan.

AMC Networks plans to add a cheaper, ad-supported subscription tier of its flagship streaming service, AMC+, later this year.

While the service’s pricing and launch date are being kept secret, the company is including it in its 2023-24 pre-sale process. AMC Networks, which has just emerged from a tumultuous period of downsizing and a change in leadership, will host its annual presentation to media buyers on Tuesday night. Kristin Dolan, a longtime board member and member of the family that controls the company’s shares, was named CEO a few weeks ago. In the run-up to the event, she will make her first public statements.

While the company doesn’t provide official numbers for individual streamers, AMC+ is the largest member of its portfolio of niche services, which includes Acorn TV and ALLBLK. Shudder, IFC Films Unlimited and Sundance Now are part of a bundle offering with AMC+. Bundle subscribers (as opposed to those who subscribe individually) are also included in the ad-supported tier

“This is a huge moment for AMC Networks and for our advertising partners, as it not only creates a fully ad-supported distribution ecosystem, but also enables advertisers to bring our shows, genres and franchises on a much more comprehensive and impactful way to market.” said Kim Kelleher, the company’s chief commercial officer. “With our new series content, library titles and other targeted streaming platforms all bundled into AMC+, partners can go beyond individual shows and even series to ‘own’ entire genres and franchises and broadcast messages to audiences wherever they’re watching. ” or where.”

Like all programmers, AMC Networks faces significant challenges, from the acceleration of cable downsizing to the cost and complexity of migrating viewers to streaming, whose economic model is still evolving. However, unlike larger competitors, the company has refined its focus on mature scripted fare, a cut it believes is a way to differentiate itself. While many media companies are ramping up their efforts to offer everything to all viewers, AMC Networks is sticking with it

In an interview with Deadline, Kelleher, Evan Adlman, EVP of Commercial Sales and Revenue Operations, and Kim Granito, the new chief marketing officer, said the company wants to continue to offer advertisers multiple options. While Linear TV is generally in decline, AMC Networks has managed to make about 60% of its ad pods fully addressable, meaning they can be acquired using sophisticated targeting techniques similar to digital and streaming. This percentage is well above the industry standard.

With targeted advertising as its core mission, AMC Networks is also launching a data platform called Audience+, which is being pitched as a way to help advertisers identify opportunities across their portfolio. The offering was developed in partnership with analytics firm 605, which Dolan founded in 2016 and served as CEO before moving to the corner office of AMC Networks. a powerful new insights and data targeting platform that enables the company’s advertising partners to identify and reach viewers across all ad-supported distribution platforms.

Adlman calls Audience+ “a quantum leap for our company and our valued advertising partners”. The company is the first to offer a single, non-duplicated view of who’s watching, what they’re watching and when. It helps buyers “find a path to viewers across all our shows and platforms.”