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The Rise of Tubi and If “Free” Is Really the Future of Entertainment
The Town with Matthew Belloni
Embracing Cultural Relevance for Success
The key to success for the company To Be in engaging with black audiences was unintentional initially, but later intentional as they realized the community felt underserved by traditional Hollywood. By featuring black talent and creators in thousands of films and shows, as well as creating original content, To Be aimed to be culturally relevant. This strategy proved successful, leading the company to replicate the model in other areas to engage different communities and fandoms.
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