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Digital Hollywood – Networking and More by Ken Pyle (ken.pyle@viodi.com), Viodi, LLC |
October 6, 2004 Issue |
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| The Digital Hollywood show brought together something like 2,000 professionals working in the entertainment, financial and technology industries last week. The following represents a small sampling of some of the comments made at this three-plus day conference. Based on these comments, television is definitely changing and will never quite be the same. Lauri Lawrence of NBC-Universal pointed out that on-demand is not about quantity, but about quality. How does a content owner offer something compelling and still create a return on investment? Advertising is crucial, but is also requires that data be fed back in a timely manner. Packaging content is critical to maximizing the value of the programming assets. An example of a successful cross-promotion NBC-Universal created was what they did for the movie 8 Mile. For this movie, they created a special, free-on-demand, music video showcase, which was a 40 minute mix of music videos associated with the movie interspersed with advertisements about the movie. These advertisements also had information as to how to order the movie from the on-demand system. They found that 18% of the viewers of the music video showcase ordered and paid for 8 Mile via the on-demand system. Cross-promotion within on-demand products is important, but David Nathanson, VP of Advanced Services and Channel Development, Fox Cable Networks Group & General Manager, Fox Cable Sports, suggested that it also critical to cross-promote linear and on-demand offerings. He said that, “there is life for a 30 second spot within VOD.” Fox recently had a promotion where a VOD spot drove viewers to the National Geographic [which Fox distributes] linear channel. A network that is being designed with VOD in mind is from a company called Ripe Digital Entertainment. Jonathan Barbato of Ripe discussed how they are creating a channel that will live in multiple media, such as broadband, television and, eventually, mobile devices. What makes them different is that they are integrating advertising into the very fabric of the programming. They are gearing their programming to an on-demand world. This means the assets are shorter. They are also finding that content that would not fit into a linear world, such as a five minute cartoon, can work in the on-demand world. Their first network is targeted towards the 18-34 male demographic. Barbato suggested that television will be much more like magazines, in that their will many more specialized channels with advertising that is much more integrated into the programming than it is today. All displayed trademarks, logos and service marks are the property of their respective owners. © 2004, Viodi, LLC. All Rights Reserved |
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IP Video Conference Agenda Economic and Product Feature Considerations for Telecom Network Architectures The Consumer Electronics Interface – Can You See Me Now? Regulation 101 – What a Telco Has to Consider When Deploying Video & Other New Services Get in the Game – How do Games Play in a Service Providers’ Plans? Advertising and other Alternative Revenue Sources Integrating VoIP Content Into a Telco’s Bundled Service Offering Making Sticky Bundles – Baking up new ways to gain and retain customers |
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