Tuesday, April 25, 2006
The New Prime Time...thank's to A.D.D.
Do you have A.D.D? Chances are you do, and guess what - there is nothing wrong with you either. A.D.D. is part of our evolutionary makeup - not something to be cured. So, accept it. From this day onward, it is normal to be doing 'too many things' at once, to not be able to focus on one task for very long while being distracted by another, only to come back and finish whatever you were working on in the first place.
Our work habits have changed. Multitasking combined with A.D.D. makes us wander, taking a multitude of breaks. This wandering most often sends us straight to the web. Whether it be for personal errands like travel planning, shopping, or just plain browsing, we are all doing it - while at work. These are short breaks. No time to get up and wander around... So how does the content that is available fit into these new patterns of ours. Most of it does not, but soon it will. We are also evolving into a virtual workforce. More and more of us are available 24/7, 365 days a year. It is not as much that we do not have time anymore, it is that our concept and usage of time has changed. Crack-berry jokes 'not' - withstanding, we are free because we are connected. It may not feel that way, but that is what growing pains are all about.
This accepted new state of being is creating 'The New Prime Time'.
Why? Because it will very likely attract more eyeballs than the prime time we know today. In fact it probably already does, but we are not aggregating it in the same way, because we are not spending as much media online as we are offline - yet.
The New Prime Time will most likely be between 11am-2pm. The time most of us are likely to get restless for an early or late lunch depending on our own personal habits. Content will be 2-3 minutes in length. Perfect!
This new time constraint will suit advertisers way better than offline content. For one thing, it is a 'lean in' experience. This means engagement. This means buying. Because of this, The New Prime Time will be much more effective too. I mean, who goes shopping at night anyway? I don't - do you?
As part of our evolution these things evolve slowly - the changes barely recognizable to us. I'll offer that most recently, changes are happening much faster and are more noticeable than in the past. As most things today are bound to technology in some way, perhaps we are evolving more like the computer chip - "doubling every 18 months".
Fox and Toyota announced they will be teaming up to produce a new short online series, perfect for this emerging Prime Time. They will team up to produce Prison Break: Proof of Innocence, seen exclusive on mobile phones. The series is a spinoff Fox's Prison Break. Each mobisode will be just two minutes long, and each will begin with a 10-second spot from Toyota. The deal also calls for Toyota ads to appear exclusively in several episodes next month as the show nears its finale on May 15. The mobisodes feature different actors and writers than the TV version and will introduce new characters. It will first be available this week to Sprint customers who have signed up for the Sprint video package. After two weeks, the mobisodes will also be available at Toyota.com.
YouTube for online short form video, with almost 3x as many pages being viewed than google in the U.S. All in barely over 6 months.
http://www.technologyreview.com/TR/wtr_16686,323,p1.html
The Emmy's also announced a new award for PC and Hand-Held Shows.
http://www.nytimes.com/2006/04/11/business/11emmy.html?_r=1&adxnnl=1&oref=slogin&adxnnlx=1144767611-IgF9eH/Hynvrw2agi6VLuA
...and before we all run off to our shrinks, here are two definitions from Webster's to make you feel better.
attention deficit disorder
: a syndrome of disordered learning and disruptive behavior that is not caused by any serious underlying physical or mental disorder and that has several subtypes characterized primarily by inattentiveness or primarily by hyperactivity and impulsive behavior (as speaking out of turn) or by the significant expression of both.
(...sound familiar?)
...but don't worry you're 'normal', according to Webster's...
nor·mal
1 : according with, constituting, or not deviating from a norm, rule, or principle b : conforming to a type, standard, or regular pattern, occurring naturally
2 : of, relating to, or characterized by average intelligence or development b : free from mental disorder
So, if we all have it, it makes us all normal. Feel better? So, if you don't have it yet, don't worry - you'll get it soon enough...
Our work habits have changed. Multitasking combined with A.D.D. makes us wander, taking a multitude of breaks. This wandering most often sends us straight to the web. Whether it be for personal errands like travel planning, shopping, or just plain browsing, we are all doing it - while at work. These are short breaks. No time to get up and wander around... So how does the content that is available fit into these new patterns of ours. Most of it does not, but soon it will. We are also evolving into a virtual workforce. More and more of us are available 24/7, 365 days a year. It is not as much that we do not have time anymore, it is that our concept and usage of time has changed. Crack-berry jokes 'not' - withstanding, we are free because we are connected. It may not feel that way, but that is what growing pains are all about.
This accepted new state of being is creating 'The New Prime Time'.
Why? Because it will very likely attract more eyeballs than the prime time we know today. In fact it probably already does, but we are not aggregating it in the same way, because we are not spending as much media online as we are offline - yet.
The New Prime Time will most likely be between 11am-2pm. The time most of us are likely to get restless for an early or late lunch depending on our own personal habits. Content will be 2-3 minutes in length. Perfect!
This new time constraint will suit advertisers way better than offline content. For one thing, it is a 'lean in' experience. This means engagement. This means buying. Because of this, The New Prime Time will be much more effective too. I mean, who goes shopping at night anyway? I don't - do you?
As part of our evolution these things evolve slowly - the changes barely recognizable to us. I'll offer that most recently, changes are happening much faster and are more noticeable than in the past. As most things today are bound to technology in some way, perhaps we are evolving more like the computer chip - "doubling every 18 months".
Fox and Toyota announced they will be teaming up to produce a new short online series, perfect for this emerging Prime Time. They will team up to produce Prison Break: Proof of Innocence, seen exclusive on mobile phones. The series is a spinoff Fox's Prison Break. Each mobisode will be just two minutes long, and each will begin with a 10-second spot from Toyota. The deal also calls for Toyota ads to appear exclusively in several episodes next month as the show nears its finale on May 15. The mobisodes feature different actors and writers than the TV version and will introduce new characters. It will first be available this week to Sprint customers who have signed up for the Sprint video package. After two weeks, the mobisodes will also be available at Toyota.com.
YouTube for online short form video, with almost 3x as many pages being viewed than google in the U.S. All in barely over 6 months.
http://www.technologyreview.com/TR/wtr_16686,323,p1.html
The Emmy's also announced a new award for PC and Hand-Held Shows.
http://www.nytimes.com/2006/04/11/business/11emmy.html?_r=1&adxnnl=1&oref=slogin&adxnnlx=1144767611-IgF9eH/Hynvrw2agi6VLuA
...and before we all run off to our shrinks, here are two definitions from Webster's to make you feel better.
attention deficit disorder
: a syndrome of disordered learning and disruptive behavior that is not caused by any serious underlying physical or mental disorder and that has several subtypes characterized primarily by inattentiveness or primarily by hyperactivity and impulsive behavior (as speaking out of turn) or by the significant expression of both.
(...sound familiar?)
...but don't worry you're 'normal', according to Webster's...
nor·mal
1 : according with, constituting, or not deviating from a norm, rule, or principle b : conforming to a type, standard, or regular pattern, occurring naturally
2 : of, relating to, or characterized by average intelligence or development b : free from mental disorder
So, if we all have it, it makes us all normal. Feel better? So, if you don't have it yet, don't worry - you'll get it soon enough...
Wednesday, April 19, 2006
The Networks - Better off as the next Studios?
In the online world, publishing companies are in a much better position than the networks because they understand and serve niche audiences. So what is the next step for the networks?
For one, they will not be able to continue to operate as broadly as they have in the past. With an infinite amount of choice online & search becoming more powerful & easy to use, consumers will be able to find whatever they want simply by entering a few keystrokes.
For example, why would a consumer go to ABC, NBC or CBS for news, when NYTimes, CNN or similar news 'broadcaster's' sole focus is the delivery of news content. Film is another example of content the networks have relied upon. Now, most film content will be on demand, accessible directly from the studios of via some middle man like Netflix, Movie Link or Vongo , farther cutting the Networks out of the loop. Sports are another area they will not be able to rely on. Why would the NBA sell the rights to view their games to a network when they can to do so directly themselves. The networks will not be able to compete as before.
For the most part, consumers will most likely rely on the experts in each niche field to deliver the best possible content to them.
So, what are the networks good at? Producing shorter form content like reality shows, Lost, or the sitcoms (shorter than film anyway...). HBO was very good at producing some of the most recent hits amongst most networks over the last decade. Some will argue it is because they are a paid network. True, but I believe their success had more to do with focus. Those in the creative field know what I am talking about. Lately, the traditional networks are back in the game with some big shows of their own. They had to. Imagine what they will able to do without having to worry about the 'Weather', the 'Evening News' or 'Sports'?
In order to survive, the networks will have to re-image themselves as Brands, much like HBO. As part of this, they will all start to focus in different areas, slowly becoming better at different 'genres' perhaps. They will also become much more focused at nurturing the best creative talent to create their programming. My bet, is that they will almost begin to mirror the old film studio setup, with multi deal contracts for talent such as actors, writers & directors. They may even own and trade them like sports stars.
Content owners will rule, and no one can produce mid-length entertainment like the networks - not yet anyway. The scenarios presented here are down the line, but not as far off as we think. The players need to start staking a claim now. They will have plenty of competition, so if they want to stay on top as things evolve, they better get focused.
For more info...take a look at:
It's Showtime--and ABC and NBC and Disney--online
Networks are rushing to offer shows online as TV viewership declines.
http://www.technologyreview.com/TR/wtr_16683,323,p1.html
MySpace Aims To Extend Into TV
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=42343&Nid=19860&p=350414
For one, they will not be able to continue to operate as broadly as they have in the past. With an infinite amount of choice online & search becoming more powerful & easy to use, consumers will be able to find whatever they want simply by entering a few keystrokes.
For example, why would a consumer go to ABC, NBC or CBS for news, when NYTimes, CNN or similar news 'broadcaster's' sole focus is the delivery of news content. Film is another example of content the networks have relied upon. Now, most film content will be on demand, accessible directly from the studios of via some middle man like Netflix, Movie Link or Vongo , farther cutting the Networks out of the loop. Sports are another area they will not be able to rely on. Why would the NBA sell the rights to view their games to a network when they can to do so directly themselves. The networks will not be able to compete as before.
For the most part, consumers will most likely rely on the experts in each niche field to deliver the best possible content to them.
So, what are the networks good at? Producing shorter form content like reality shows, Lost, or the sitcoms (shorter than film anyway...). HBO was very good at producing some of the most recent hits amongst most networks over the last decade. Some will argue it is because they are a paid network. True, but I believe their success had more to do with focus. Those in the creative field know what I am talking about. Lately, the traditional networks are back in the game with some big shows of their own. They had to. Imagine what they will able to do without having to worry about the 'Weather', the 'Evening News' or 'Sports'?
In order to survive, the networks will have to re-image themselves as Brands, much like HBO. As part of this, they will all start to focus in different areas, slowly becoming better at different 'genres' perhaps. They will also become much more focused at nurturing the best creative talent to create their programming. My bet, is that they will almost begin to mirror the old film studio setup, with multi deal contracts for talent such as actors, writers & directors. They may even own and trade them like sports stars.
Content owners will rule, and no one can produce mid-length entertainment like the networks - not yet anyway. The scenarios presented here are down the line, but not as far off as we think. The players need to start staking a claim now. They will have plenty of competition, so if they want to stay on top as things evolve, they better get focused.
For more info...take a look at:
It's Showtime--and ABC and NBC and Disney--online
Networks are rushing to offer shows online as TV viewership declines.
http://www.technologyreview.com/TR/wtr_16683,323,p1.html
MySpace Aims To Extend Into TV
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=42343&Nid=19860&p=350414
Tuesday, April 18, 2006
Publishing companies...the next networks?
Are publishing companies poised to be the next networks? I think so...
A little background first. For those of you not familiar with the online video discussion...
The consensus is that in the near future consumers will use one pipe - their internet connection - not only for web surfing & telephony, but also for film & video entertainment. Consumers will then choose (via their wireless network) which screen in the house to watch the content on. Long form will be viewed on a larger screens in a traditional 'lean back' approach. Short form content will be viewed either on a PC or downloaded for viewing on a portable device such as a PDA, iPod or Playstation. This more engaged approach is called a 'lean in' experience. Then there is also the cell phone - with all carriers racing to upgrade their digital networks in order to be able to stream video content anywhere, anytime.
In the ‘old’ world, access to content was limited by FCC regulated networks via cable or satellite distribution. It was expensive to start a network. As a result the networks had to have a broad appeal. With the internet, anyone can start a channel. It is fairly inexpensive, and the technology is available to everyone. This means there will soon be as much video content out there as there are websites now. And like websites, most of it will not be good. So, who will rise to the top?
I believe traditional publishing companies have the potential to be sleeping giants in this new arena. The web is all about choice. Finding what we want. What we want is all different. We all put up with what the networks had to offer because we had no choice. We only watched the shows we liked. Now we will be able to watch whatever show we want, whenever we want. The scale of the internet will allow for what traditional mediums did not - giant, niche markets. Who knows these niche markets better than those publications that have been covering them forever? No one. It is what publications have always been about. We will go to whomever is serving up the best content within our areas of interest.
Think about it. Even with something as broad as the news. Who would we trust to deliver it? CBS, NBC, ABC or a specialized news channel like CNN, New York Times or the BBC? My bet is with the news agencies. This new arena also involves social networking in a big way. Magazines and publications understand this a lot better than the traditional networks, as they have engaged their readers in a two way conversations for years. When it comes to news, the large news agencies also know that much of their content will come from consumers, posing as the new reporters in the field. Read this article from Online Media Daily: Newspapers To Migrate Online.
I am willing to bet that the publications we subscribe to now, we would be happy to read and watch at some point in the future. But big changes are going to have to take place first. In fact, they will have to realize that their survival is not about simply placing an online version of their printed publication online. To begin with, they are going to have to stop thinking of themselves as publications, but channels. They are going to have to recognize that fewer and fewer of the younger demographic read, while more and more of them will want to watch video online. They will probably have to have 2/3 video to 1/3 written content. They will have to build social networks.
The opportunity is there for them. If they don't stake a claim within their respective areas NOW, someone else will, and they will learn the fatal mistake others have made in the past; such as MSN did with Google & search, the music industry did with Apple & iTunes, the telecom companies are realizing with VOIP.
There is no question that it will be about individual tastes, just as marketers have discovered it is all about one to one marketing. So, ask yourselves who is best suited to serve that up with the best quality & understanding...
...and what will happen to the networks, and why is this a huge opportunity for brands? I have a few opinions about all of that too. Stay tuned.
A little background first. For those of you not familiar with the online video discussion...
The consensus is that in the near future consumers will use one pipe - their internet connection - not only for web surfing & telephony, but also for film & video entertainment. Consumers will then choose (via their wireless network) which screen in the house to watch the content on. Long form will be viewed on a larger screens in a traditional 'lean back' approach. Short form content will be viewed either on a PC or downloaded for viewing on a portable device such as a PDA, iPod or Playstation. This more engaged approach is called a 'lean in' experience. Then there is also the cell phone - with all carriers racing to upgrade their digital networks in order to be able to stream video content anywhere, anytime.
In the ‘old’ world, access to content was limited by FCC regulated networks via cable or satellite distribution. It was expensive to start a network. As a result the networks had to have a broad appeal. With the internet, anyone can start a channel. It is fairly inexpensive, and the technology is available to everyone. This means there will soon be as much video content out there as there are websites now. And like websites, most of it will not be good. So, who will rise to the top?
I believe traditional publishing companies have the potential to be sleeping giants in this new arena. The web is all about choice. Finding what we want. What we want is all different. We all put up with what the networks had to offer because we had no choice. We only watched the shows we liked. Now we will be able to watch whatever show we want, whenever we want. The scale of the internet will allow for what traditional mediums did not - giant, niche markets. Who knows these niche markets better than those publications that have been covering them forever? No one. It is what publications have always been about. We will go to whomever is serving up the best content within our areas of interest.
Think about it. Even with something as broad as the news. Who would we trust to deliver it? CBS, NBC, ABC or a specialized news channel like CNN, New York Times or the BBC? My bet is with the news agencies. This new arena also involves social networking in a big way. Magazines and publications understand this a lot better than the traditional networks, as they have engaged their readers in a two way conversations for years. When it comes to news, the large news agencies also know that much of their content will come from consumers, posing as the new reporters in the field. Read this article from Online Media Daily: Newspapers To Migrate Online.
I am willing to bet that the publications we subscribe to now, we would be happy to read and watch at some point in the future. But big changes are going to have to take place first. In fact, they will have to realize that their survival is not about simply placing an online version of their printed publication online. To begin with, they are going to have to stop thinking of themselves as publications, but channels. They are going to have to recognize that fewer and fewer of the younger demographic read, while more and more of them will want to watch video online. They will probably have to have 2/3 video to 1/3 written content. They will have to build social networks.
The opportunity is there for them. If they don't stake a claim within their respective areas NOW, someone else will, and they will learn the fatal mistake others have made in the past; such as MSN did with Google & search, the music industry did with Apple & iTunes, the telecom companies are realizing with VOIP.
There is no question that it will be about individual tastes, just as marketers have discovered it is all about one to one marketing. So, ask yourselves who is best suited to serve that up with the best quality & understanding...
...and what will happen to the networks, and why is this a huge opportunity for brands? I have a few opinions about all of that too. Stay tuned.
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