From Backstage to Front Page: Lookatmedia™ Powers the New Age of Entertainment Storytelling
As the media landscape evolves at breakneck speed, the Media and Entertainment sector faces unprecedented challenges, from shrinking newsroom resources to rapidly shifting audience behaviors. At the same time, opportunities abound for brands that can craft authentic, transparent stories delivered with editorial-quality assets.
Lookatmedia™ is designed to help entertainment companies take control of their story and deepen connections with journalists and audiences alike by providing a centralized digital newsroom platform. This platform transforms ordinary updates into media-ready, fact-checked content with rights-cleared photos, video, and quotes, all organized for easy journalist access.
“The media industry grows more complex every day as technology fuels changes in how audiences consume entertainment.”
Philippe Dauman, former CEO of Viacom
The Challenge: Complexity, Declining Resources, and Distrust
Entertainment companies have long depended on traditional media coverage to build brand reputation and connect with fans. However, newsroom employment in the U.S. has declined by 26% since 2008, forcing journalists to cover more ground with less time.¹ Journalists report that the biggest barriers to coverage are a lack of ready-to-use visuals, access, and background context.²
This environment creates risk. Without reliable sources of accurate, media-ready content, stories can be misreported or overshadowed by misinformation or sensationalism. Audience trust in media and institutions is also waning, making clear and credible storytelling more critical than ever.³
Lookatmedia™: A Platform Built for Transparency and Speed
Lookatmedia™ meets these challenges head-on by providing entertainment brands with a branded digital newsroom to:
Publish verified, journalistic-quality stories aligned with editorial standards
Distribute rights-cleared photos, videos, and B-roll with captions and metadata
Supply journalists with searchable, up-to-date media assets and approved quotes in one easy-to-access hub
According to the 2024 Cision State of the Media Report, 87% of journalists say they are more likely to cover a story when multimedia assets are included, and 61% want everything, images, quotes, and verified facts, centralized in one place.⁴ Lookatmedia™ streamlines this process, helping brands break through the noise and increase media pickup rates.
Visual Content: The Key to Engagement
Research shows that articles with relevant images receive 94% more views than those without.⁵ Social media channels, where much entertainment engagement happens today, are driven by visuals and quick access to credible content.
By providing approved, licensed visual assets alongside fact-checked stories, Lookatmedia™ enables brands to:
Increase their chances of being covered by both local and national media
Build trust with digital audiences through transparency and authenticity
Control how their values and initiatives are communicated, minimizing distortion
Why Entertainment Brands Should Embrace Lookatmedia™
In a fragmented and fast-paced media ecosystem, entertainment companies risk losing control over their stories to misinformation or incomplete coverage. By adopting platforms like Lookatmedia™, they can proactively close this gap, ensuring their narratives are communicated clearly, consistently, and credibly.
This not only drives more positive and values-aligned media coverage but also helps brands build deeper, more trusting relationships with their audiences, a key advantage in today’s competitive market.
Sources
1. Pew Research Center, "Newsroom Employment Dropped by 26% Since 2008"
2. Cision, 2024 State of the Media Report
3. Gallup, Trust in Media and Institutions, 2024
4. Cision, 2024 State of the Media Report
5. MDG Advertising, "The Power of Visual Content," 2023