It may be widely recognized as the maker of the gadget consumers use to access streaming video platforms. But, Roku wants to be more than the connector, hence its investment in feature films including 2022’s faux “Weird Al” Yankovic biopic.
Now, in an IAB NewFronts announcement, Roku is going big with new original programming in a fight for eyeballs with FAST channels, AVOD, SVOD and good ol’ broadcast TV.
Roku on Tuesday evening hosted its second-ever in-person IAB NewFront at the Chelsea Factory in New York. And, it highlighted several new Roku Original titles that will debut in the 2023-2024 broadcast year.
Newly announced series include “Charlie Makes a Record” (wt) starring Charlie Puth; “Celebrity Family Cook Off” (wt) hosted by Manolo Gonzalez Vergara and executive produced by Sofia Vergara; “Carpe DM with Juanpa” starring and executive produced by Juanpa Zurita; “Side Hustlers” featuring Emma Grede and executive produced by Reese Witherspoon’s Hello Sunshine in association with Ally; and “the first-of-its-kind” food competition show “Special Delivery,” which gives audiences the opportunity to immediately enjoy the winning dishes from the show.
Additionally, Roku revealed that it has renewed several series for new seasons. Roku Original “Honest Renovations,” hosted and executive produced by Jessica Alba and Lizzy Mathis, will return for a second season. Roku will also partner with Hello Sunshine and Cinestar Pictures once again to build onto its “Meet Me” franchise. The second installment of the reality rom-com, “Meet Me in Rome,” will follow a new group of single women looking for love like in the movies. “The Great American Baking Show” will also return for a second season, and Roku will bring audiences its second “The Great American Baking Show: Celebrity Holiday” special, featuring a new lineup of celebrity bakers, this holiday season.
David Eilenberg, Head of Content at Roku Media, commented, “Bringing together the power of the Roku platform and the strong storytelling of our top-tier global creative partners has made Roku Originals unmissable TV for millions of streamers. We’re thrilled to delight our audience with new premium original series and proud to continue the Roku Originals stories that audience already love, by bringing several series back for more.”
The other big move for Roku at its IAB NewFront presentation was the rollout of new advertising tools designed “to make brands unmissable in TV today.”
How so? “Roku is not fighting for turf in streaming—we are the turf,” boasted Alison Levin, Vice President of Ad Revenue and Marketing Solutions at Roku. “This Upfront, we’re bringing the entire power of the platform, not just the pieces, to give marketers more of the scale, delight, and flexibility that they love in TV.”
That said, it is undeniable that Roku is going after viewers to the very OTT platforms it delivers to consumers.
“Everything we do, from our first player to our latest Originals, is about getting you closer to your customers,” Eilenberg said. “Many are renting you ad space, but Roku is building an entire ad-friendly world where the viewer, content, and advertising come together at every step of the streamer’s journey.”
