Public Service MediaIn a ‘My Time’ World Why the PSP Initiative
‘My Time’ usage is growing • It’s the fastest growing segment of electronic media usage • “I want what I want, when I want it, the way I want it.” – Larry Rosin
The missing audience Primetime Audience Segmentation for Public Television Source: CPB/Knowledge Networks/SRI AAU study, Jan-Feb 2004
Building a new core Date: Tue, 25 Jan 2005 18:45:38 -0800 (PST) From: jack smith <email@example.com> Subject: Re: request to be added to mailing - next steps To: Dennis Haarsager <firstname.lastname@example.org> Hi Dennis, thanks much. I am a member of the New York State Bar Tax Accounting Section and am veryinterested in issues involving amortization of intellectual property assets in a post ip broadband wireless environment. Thanks again
The Long Tail Here is a power law demand curve. Each of Rhapsody’s top 400,000 tracks is streamed at least once a month. The average Barnes & Noble has 130,000 titles, but ¼ of Amazon’s book sales comes from outside the top 130,000.
Urgency • Opportunity – the pieces are in place • ‘My Time’ use is growing • PBCore, broadband, off-the-shelf core technologies • Long-tail businesses are succeeding • We have great assets – as do those other public service partners. • Advancing change • It’s no longer a one-platform world. If we cling to one platform, we risk our mission. • It’s no longer an on-schedule world. • Barriers to entry are low. If we don’t do it, someone will. • Either urgency points in the same direction.
Strategic priorities • Extend all programming everywhere • Serving time-constrained users • Serving current users better – richer niches, time-shifting • Optimize access through search and recommendation technologies • Open new revenue sources ...
... New revenue sources • Member benefits (more content, convenient times) • New audience revenue (relationship building, underwriting) • User compensation for access to niche, premium or hard-to-find programming • Assets in permanent distribution build record of community value, important for tax-based, foundation and philanthropic $$ • B2B revenues (rights to distribute, marketing content for derivative works) • Distribution services (datacasting, load balancing from PRSS/NGIS feeds, PSP traffic)
A ‘My Time’ strategy • PRO-inspired • But more comprehensive strategy needed • Audio and video content • Paid and free distribution • User and B2B and broadcast services • Builds on existing users, but uses searchable ‘long tail’ aggregation to reach under-served or unserved listeners and viewers. • Build on current pubcasting and partner brands
How would it work? • Project documents: • www.technology360.org/psp Dennis L. Haarsager, Assoc VP & GMEducational Telecom’ns & TechnologyWashington State UniversityContact info: www.haarsager.orgWeblog: www.technology360.comResources: www.technology360.org