True Pundit

Business

How Vice convinces the world it’s worth billions — even if its cable ratings are horrible

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Ratings on $4-plus billion Vice’s new cable channel, Viceland US, are bad.

In fact, they are 51% worse than the channel’s previous incarnation, History’s H2,according to the Wall Street Journal. Late last month, the Journal looked at Nielsen datathat showed Vice’s network was averaging about 45,000 viewers, adults aged 18 to 49, in its primetime broadcast.

So the ratings are dismal.

But that doesn’t matter because Vice, and its CEO Shane Smith, play a different game than other media companies. Vice’s plays in the  smoke-and-mirrors kingdom of selling “cool” to brands, and it’s winning.  – READ MORE

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