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The Content Question: Video on the Internet

Internet Video: The Content Question

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The Content Question: Video on the Internet

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  1. Rkcsi08 The Content Question Jeffrey Hart Professor Indiana University http://mypage.iu.edu/~hartj November 14, 2008

  2. What are the key questions? <ul><li>Is Internet video content different from non-Internet video content? </li></ul><ul><li>How is it delivered? </li></ul><ul><li>Who is producing and consuming this content? </li></ul><ul><li>What is the relative importance of user-generated content? </li></ul><ul><li>Is Internet video contributing to free speech and democracy? </li></ul> What are the key questions? <ul><li>Is Internet video content different from non-Internet video content? </li></ul><ul><li>How is it delivered? </li></ul><ul><li>Who is producing and consuming this content? </li></ul><ul><li>What is the relative importance of user-generated content? </li></ul><ul><li>Is Internet video contributing to free speech and democracy? </li></ul>

  3. Telephone and Cable Companies Will Build the US Broadband Infrastructure <ul><li>Telecom Act of 1996 </li></ul><ul><li>FCC decisions to permit telcos to buy cable networks and cable operators to compete in telephone markets </li></ul><ul><li>Failure of the Video Franchise Act of 2006 </li></ul><ul><li>Move by state legislatures to grant video franchises to both cable and telephone companies </li></ul> Telephone and Cable Companies Will Build the US Broadband Infrastructure <ul><li>Telecom Act of 1996 </li></ul><ul><li>FCC decisions to permit telcos to buy cable networks and cable operators to compete in telephone markets </li></ul><ul><li>Failure of the Video Franchise Act of 2006 </li></ul><ul><li>Move by state legislatures to grant video franchises to both cable and telephone companies </li></ul>

  4. US is Lagging in Broadband Takeup

  5. US is Lagging in Broadband Speed

  6. US is Behind in Fiber to the Home/Building

  7. Verizon FiOS vs. AT&T U-Verse Both are capable of moderately high quality video content delivery. Both are betting that digital TV service revenues will grow faster than telephone services in the next 5-10 years. FiOS U-Verse architecture FTTH FTTN latest stats on customer base 1.5 million 0.6 million download speeds 10 mps 6 mps Verizon FiOS vs. AT&T U-Verse Both are capable of moderately high quality video content delivery. Both are betting that digital TV service revenues will grow faster than telephone services in the next 5-10 years. FiOS U-Verse architecture FTTH FTTN latest stats on customer base 1.5 million 0.6 million download speeds 10 mps 6 mps

  8. Broadband Video Trends <ul><li>Current broadband permits reasonably high quality video services, but growth in traffic may degrade quality </li></ul><ul><li>Current commercial video services have tended to use Adobe Flash formats because of speed of playback and flexibility </li></ul><ul><li>Early digital video formats (e.g. .mov, .avi, .wmv) no longer competitive except for lower quality video </li></ul> Broadband Video Trends <ul><li>Current broadband permits reasonably high quality video services, but growth in traffic may degrade quality </li></ul><ul><li>Current commercial video services have tended to use Adobe Flash formats because of speed of playback and flexibility </li></ul><ul><li>Early digital video formats (e.g. .mov, .avi, .wmv) no longer competitive except for lower quality video </li></ul>

  9. Production Values and Potential Audience Size Small audience Large audience Hi value Lo value Chris Crocker Videos of my dog on YouTube Sanctuary ; other HD content Movies TV programs LonelyGirl15 Production Values and Potential Audience Size Small audience Large audience Hi value Lo value Chris Crocker Videos of my dog on YouTube Sanctuary ; other HD content Movies TV programs LonelyGirl15

  10. . The MeTV Hypothesis Source: Eli M. Noam, “The Stages of Television: From Multi- Channel Television to Me-TV,” CITI Working Paper Series, 1995 Stages Delivery Audience Size Regulation Business Model Limited Terrestrial Broadcast Large Audiences Regulated Ad-supported Multi-Channel Cable, Satellite Smaller Audiences Lightly regulated Subscription Me TV Internet and other digital conduits Niche Audiences Lightly regulated? Pay-per-view or download to own

  11. . Will Internet TV be like iTunes and iPods (the Vint Cerf Hypothesis)? <ul><li>Will users download videos to TiVo-like devices or portable video players ? </li></ul><ul><li>Will copyright holders of video content be increasingly vulnerable to the latest file- sharing technologies? </li></ul><ul><li>Should producers of content reconsider their old business models in light of these possibilities? </li></ul>

  12. . The Long Tail Hypothesis In MeTV the user becomes a video programmer; in the fat long tail case, the user may be the producer as well as the consumer . Pareto Distribution (aka Power Law) “ fat tail means more Voices will be heard” See Chris Anderson, The Long Tail (New York: Hyperion, 2006).

  13. . Digital Divide Hypotheses <ul><li>Access to the Internet is still different across racial and ethnic groups, urban and rural populations </li></ul><ul><li>Broadband access is more unequal than dial-up because of higher prices </li></ul><ul><li>Type of usage varies considerably across SES levels: </li></ul><ul><ul><li>Low SES tends to use Internet for entertainment </li></ul></ul><ul><ul><li>Hi SES uses Internet for news, information, etc . </li></ul></ul>

  14. . Media Usage Statistics Source: Study by Veronis Suhler Stevenson. The big news is that Internet use is rapidly displacing recorded music and newspaper use; and hours per day media use is reaching a plateau (around 3.5 hours per day on average). TV use and web use are increasingly simultaneous (Nielsen data).

  15. . Web Sites of TV Networks <ul><li>http://abc.go.com </li></ul><ul><li>http://www.cbs.com </li></ul><ul><li>http://www.fox.com </li></ul><ul><li>http://nbc.com </li></ul>These sites contain video content that has already been broadcast. There are sometimes ads attached to them, but the sites are used primarily to increase the number of viewers or to provide services to existing viewers.

  16. . Impact of the Internet on Broadcast TV <ul><li>Network news has to respond to bloggers and other on-line journalists </li></ul><ul><li>The Internet is providing free advertising for some shows (SNL, for example) </li></ul><ul><li>Competition from the Internet may be affecting the content of entertainment television (see the Onion News Network ) </li></ul><ul><li>TV and movies still dominate long-form content but that may not last </li></ul>

  17. . Ad-Supported Internet Video Services <ul><li>www.spiketv.com (Spike purchased iFilm) </li></ul><ul><li>www.atomfilms.com (a survivor) </li></ul><ul><li>www.joost.com (created by the Skype guys) </li></ul><ul><li>www.Revision3.com (tekky shows) </li></ul><ul><li>www.channelflip.com (more tekky shows) </li></ul><ul><li>www.babelgum.com (Irish hi-quality vids) </li></ul><ul><li>www.zattoo.com (live TV from abroad) </li></ul><ul><li>www.jalipo.com (ditto) </li></ul>

  18. . Characteristics of Ad-Supported Video <ul><li>Some preference for edgy, short videos over longer forms </li></ul><ul><li>Considerable increase in number of producers, especially as video editing equipment and software becomes cheaper and easier to use </li></ul><ul><li>Advertisers are looking for ways to address audiences who are resistant to conventional advertising </li></ul>

  19. . Examples of User-Generated Video Sites <ul><li>www.youtube.com (the biggest player) </li></ul><ul><li>http://video.google.com </li></ul><ul><li>http://vids.myspace.com </li></ul><ul><li>http://www.flickr.com (recently added video) </li></ul><ul><li>http://en.sevenload.com (German platform) </li></ul><ul><li>www.dailymotion.com (combines licensed and user-generated) </li></ul><ul><li>www.currenttv.com (social news site, Al Gore) </li></ul>

  20. . Interesting Questions for Research <ul><li>What motivates producers of Internet video? </li></ul><ul><li>What are the successful business models for those in it to make money? </li></ul><ul><li>Is Internet video a recruiting ground for broadcast video? </li></ul><ul><li>How are the barriers to entry in the media world changing with the increase in the number of channels for expression? </li></ul>

  21. . Political Uses of Internet Video: 2008 Election <ul><li>YouTube questions submitted to CNN primary debates </li></ul><ul><li>Campaigns used Internet video to find supporters, mobilize them </li></ul><ul><li>Campaigns uploaded TV ads to various sites including YouTube </li></ul><ul><li>Heavy use of the Internet for viewing SNL and other satire/parody content </li></ul>

  22. . Conclusions <ul><li>Freedom of speech enhancing digital video is prospering on both ad-supported and user-generated sites </li></ul><ul><li>Broadband rollout is helping to make this a viable channel of expression, but problems remain to be solved </li></ul><ul><li>Continued market dominance of mainstream TV and film content likely </li></ul><ul><li>Net neutrality guarantees are necessary to preserve recent advances because of cable and telco control of conduits </li></ul>

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