Embrace the Web for Distribution

1
Embrace the Web forDistribution Marketing

• Presented at FOCUS 2008, New Delhi, India
• on 17th November
• by Arvind Jha
• Director Co-Founder, Movico Technologies
• arvind_at_movicotech.com

2
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

3
Traditional Television Business Model
4
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.
• BBCs 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

5
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

6

• 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

7
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

8
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

9
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!

10
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

11
Thank You!
12
Appendix WebTV Channels

• Demoscene
• Music
• Reality
• Wine Tasting

13
Appendix - Monetization

• Sponsored search highest bidder model
• Overlay ads
• Pre-roll and post-roll
• Banner Ads

14
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