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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 arvind@movicotech.com. Convergence is finally happening!.

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embrace the web for distribution marketing

Embrace the Web forDistribution & Marketing

Presented at FOCUS 2008, New Delhi, India

on 17th November

by Arvind Jha

Director & Co-Founder, Movico Technologies

arvind@movicotech.com

convergence is finally happening
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
the web is changing tv business
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
some recent press releases
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
slide6
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
indian scene
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”
vod downloads increases revenue
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
challenges ahead
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!
recommendations best practices for online video delivery
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
appendix webtv channels
Appendix – WebTV Channels
  • Demoscene
  • Music
  • Reality
  • Wine Tasting
appendix monetization
Appendix - Monetization
  • Sponsored search – highest bidder model
  • Overlay ads
  • Pre-roll and post-roll
  • Banner Ads
appendix
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