"Within a decade people will not connect to Hot Weiss, and will be shocked that this is how they once paid for it" - Voila! Barangay

Less than two weeks after the arrival of the CEO of the Golan Yochpaz Broadcasting Corporation in his office, he marks a significant point on the timeline of the organization that was born only five years ago. It is a new application for smart TVs, branded under "Kan BOX", which the corporation likes to call "the great content universe" The

person behind the management and development of the new product is the corporation's Digital Vice President Tomer Brand, who together with his team packaged all the content created from the establishment of the corporation and the Israel Broadcasting Authority's vast archive.

Brand (41) began his professional career in journalism in 2010 as an editor in the news desk at Maariv newspaper.

He then moved on to become deputy editor-in-chief of the home page of the then NRG newspaper.

In 2017, he came to the broadcasting corporation as the director of digital news in the news division, and almost a year ago he stepped into the shoes of VP of digital Elad Tana, who moved to the position of head of the national information system during Bennett's tenure as Prime Minister.

In a conversation on the podcast of the Israel Press Institute, Brand explains which audiences he chose to focus on, what the difficulties are in cracking the network's series, and boasts: "The division does not work according to prime time or ratings, but takes into account the analysis of arrivals of each platform and the hours of activity on the platform."

"Tik Tok" David Wertheim in an interview with Tomer Brand (Reuven Castro, Walla system!)

"Everyone is competing"

"It's an amazing thing. Young people will find the 'Commander' on 'Most-Trending', in the same slots as Noa Kirel, Itay Levy and powerful YouTubers. But it's not certain that it's only young people, but an audience that consumes its content differently."

You launch here BOX a few weeks before the launch of FREETV.

I understand that you marked Keshet as the main competitor?

"We mark everyone as competitors. Our goal in the corporation is to be the best producers, with the highest quality content and to bring the audience to us, to give the viewers what they pay for. Certainly when it comes to high-quality content and very high-quality series. So everyone is competing. The launch was planned in advance according to the World Cup , when there is a massive purchase of a smart TV. We actually wanted to say to consumers: you purchased a smart TV - we must be with you."

"There are a lot of innovations. First of all, the Israel Broadcasting Authority's archive. These are thousands of hours of broadcasting from the past that children can also connect to. Think that you can watch a nice butterfly with your son, a moment with Dudley, etc. You will know that young people are very tolerant of old content. These are full Assets that no one else has. Kaan's digital department produces more digital content than any other body in Israel. These are essays. Only Doco-Time has more than 300 episodes, hundreds of episodes of Orit Navon's "Kan Mekshivim" by Orit Navon. We are the only place with digital content in Arabic There is no such thing."

"It's an amazing thing. Young people will find the 'Commander' on 'Most-Trending', in the same slots as Noa Kirel, Itay Levy and powerful YouTubers. But it's not certain that it's only young people, but an audience that consumes its content differently."

"We are really very proud of the World Cup project, and I owe credit here to the head of our new product department, Tamir Cohen (until recently the head of the news department at Haaretz D.V.). In addition to games, we have products there for 'crazy talkers' such as quizzes and interactive activities For a second screen - so that you can watch the game and play at the same time in the app, we really want those who don't know here BOX to enter the app."

"We were sent on a mission and we fulfilled it with distinction."

here box (photo: screenshot, screenshot)

"What do I care when Lockdown Time will be shown?"

"The point is that we can discuss until tomorrow whether the committee counted well or not, but we know when there is a viral event and a crazy buzz"

When there is no World Cup, the ratings here on linear TV are not high.

One of the claims is that the digital pitch is simply more convenient for you, because it is less measurable.

"It's not accurate, because the rating committee is also starting to check viewership on digital as well. There is an understanding that it must be measured."

"First of all, I would be happy to make this comparison. At the end of the day, when you put an item on YouTube, you don't need me to see the numbers, go in and see, let's say the episodes of 'Sheli the Conqueror' (youth series of Kan Educational D.V.) have half a million Views. I remind you that there are also no advertisements on our content, neither here in BOX nor on YouTube. The point is that you can discuss until tomorrow whether the committee counted well or not, but we know when there is a viral event and a crazy buzz.

"And anyway, what does it matter where you watched it? When there are half a million views on an episode, the narrator says that we have created a discourse and that we have a very wide audience. He says that children at school - that's what they talk about. It doesn't matter to me if it had 4% or 10% according to these indicators We were sent on a mission to bring quality content and reach the public with it - we did it with distinction."

"Ultimately, all the series we produce are intended for the television screen. It makes me happy that you say we put all our eggs in digital, but this is mainly your feeling.

"I understand the desire to measure us against 12 and 13, but it's not the same measurement because it's not the same DNA, not the same character, and not the same goals. What do I care when 'Locking Time' will be shown - at 9:30 p.m. or after A week. Our content is not only aimed at digital, but mainly at social media. On Facebook, let's say, there are no advertising mechanisms that make it worthwhile for commercial channels to invest in docu-projects that are intended only for them."

"Cracked and won prizes".

The series "Warriors" (photo: screenshot, screenshot)

Looking for cracks

"We have adequate compensation, such as Ido Kaner who was recruited a few months ago, who is very talented and we believe in him. We also recruited Ruth Elbaz who is super talented. There are more things in the pipeline, but don't shout there is before the goal"

You are not only competing in the commercial channels, but also in the multi-channel TV platforms.

"It's true, and I guess that in a decade, people won't connect to hot and yes and will be shocked that this is how they once paid for it. Even the generation that is now 20 years old no longer consumes content like that, it will seem very strange to them."

"We have adequate compensation, such as Ido Kaner who was recruited a few months ago, who is very talented and we believe in him. We also recruited Ruth Elbaz who is super talented and she also serves for us. There are more things in store, but we don't shout there is before the goal."

"I agree that he doesn't crack all the way. But look, we have 'Warriors,' a network series that has won awards and pretty much meets the definition. Dokutim, too, and there is also a series called 'The Jewish Department' that deals with the relationship between Jews and Arabs, which is gaining an audience and creating a buzz. In general, I would like to release network series on Tiktok."

"No. I'm a very matter-of-fact type. I came to do my job. I see myself as a public messenger, whose job it is to provide the public with the best, highest-quality, and most connecting content. I don't get involved in politics. The news are those that interface with the political areas. By the way, on the eve of the elections We had almost a million views on YouTube."

"True, I still see myself as a journalist, it's part of my identity. When I get into a taxi, I immediately want to ask him questions. It's part of the nature of journalism."

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