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Embrace the Web for Distribution & Marketing

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

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  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@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. • 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

  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

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