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Embrace the Web for Distribution & Marketing PowerPoint PPT Presentation


Embrace the Web for Distribution & Marketing. Presented at FOCUS 2008, New Delhi, India on 17 th November by Arvind Jha Director & Co-Founder, Movico Technologies [email protected] Convergence is finally happening!.

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Embrace the Web for Distribution & Marketing

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Embrace the web for distribution marketing l.jpg

Embrace the Web forDistribution & Marketing

Presented at FOCUS 2008, New Delhi, India

on 17th November

by Arvind Jha

Director & Co-Founder, Movico Technologies

[email protected]


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Convergence is finally happening!

  • Convergence of digital media has been an “ideal” goal since a long time

  • Delivery side convergence (mobile, broadband etc) is beginning to reach consumers

  • Content owners have been promised exponential revenue growths and access to new consumers

  • Technology vendors are launching new products


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Traditional Television Business Model


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The Web is changing TV business

  • Download/VOD model pioneered by iTune/ABC deal is well established and being replicated aggressively

  • Sports Franchises are setting up own web portal for live sports streaming.

  • BBC’s iPlayer recorded 3million+ page views for key Olympic events

  • Cable providers are integrating web video technologies into their STBs. Telecom players are offering live and on-demand web TV streaming.

  • Special interest/user generated content is increasingly being pushed thru web and consumers are lapping it up


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Some Recent Press Releases

  • Nov 13, 2008: BSkyB is bringing its SkyPlayer to internet and offer a web-based subscription

  • Nov 8, 2008: CoreMedia WebTV: start your own TV over the web

  • October 1, 2008 - StartYourStation.com : anyone can start a TV channel on the web

  • Sep 15 2008: EuroparlTV launched over the web

  • June 18, 2008: Fox Entertainment Group using BrightCove to bring internet services to FEG properties


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  • Sep 2008, NFL announced a partnership to stream live Sunday Night Football over NFL.COM and NBCSports.com

  • Sep 2008, DirecTV is offering SUPERCAST, a Rich Internet Client as branded application that can be deployed to assist the browser while streaming live sports feeds from the web

  • Telecom Italia launching web TV portal in collaboration with Cisco & Adobe

  • OpenTV is integrating FlashLite into their middleware so customers can have a better web video experience


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Indian Scene

  • Star Tv

    • Nov 14: Star and Jupiter form South Indian General Entertainment JV

    • Oct 20: Star launches Star PRAVAH – Marathi entertainment channel

  • NDTV

    • Oct 30: NDTV inks deal with Granda TV to offer award winning dramas to Indian audiences

  • Zee

    • Dec 2007: Launch of new GEC “Zee Next”


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VOD/Downloads increases revenue

  • Time-shifting increases revenue per user even when some users move away leading to drop in advertising revenue

  • “Catch-up TV” brings new users to the revenue pie.

  • VOD diversifies revenue mix from singular advertising slots model to multiple revenue stream model

  • User selected “Slicing” increases the # of assets that can be monetized


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Challenges Ahead

  • With Diverse TV Distribution, BRANDS matter more than BROADCAST

    • Consumers may search for their favorite shows across VOD distribution channels rather than the network that carries the show

  • Parties need to establish their unique business advantage and co-operate rather than try to own the entire ecosystem

  • New distribution will require new rating systems. How do you measure an audience over a few weeks or even months?

  • Get Engaged early - There is a revolution waiting to happen out there!


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Recommendations/Best Practices for Online Video Delivery

  • Build online video into production processes

  • Make Video “Easy to Find”

    • Search

    • Thumbnails

    • Metadata

  • Go for ad-supported v/s subscription models

  • Keep it Short – anything longer than 5 min should be downloaded rather than streamed

  • Prepare for Spikes – success can be worse than failure


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Thank You!


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Appendix – WebTV Channels

  • Demoscene

  • Music

  • Reality

  • Wine Tasting


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Appendix - Monetization

  • Sponsored search – highest bidder model

  • Overlay ads

  • Pre-roll and post-roll

  • Banner Ads


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Appendix

  • Nov 8, 2008: CoreMedia WebTV: start your own TV over the web

  • October 1, 2008 - StartYourStation.com : anyone can start a TV channel on the web

  • Sep 15 2008: EuroparlTV launched over the web

  • “305” – a spoof on 300 attracted over 3 mi viewers and inspired a production company to turn a 5 min spoof to a full-length movie


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