...and the BIG news is of course seeing a major brand take matters into their own hands as Anheuser-Busch moves into the content creation business. They are not simply contracting it out through one of their agencies or other strategic partners, but are actually launching a full service, in-house film & TV production company.
They will focus on producing humorous shorts and sitcom-type programs to be broadcast over the internet and to cellphones that could branch into full-length films.
While they have dabbled in content before -- particularly in sports TV, where its Bud Productions division recently produced National Football League preseason games for the St. Louis Rams -- this initiative is the brewer's most ambitious by far. They have the money, with funds being drawn from their $1.56 billion marketing budget.
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Paris Hilton launched the video single from her debut album on a special YouTube channel. In a twist, News Corp paid to advertise a new TV series next to the video of Hilton cavorting in the surf, producing revenue shared between her label, Warner Brothers, and YouTube. Within days, Hilton's song had been watched a million times and her album is climbing the charts.
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Walt Disney Company's new cellular offering, Disney Mobile, is designed to rein in your kids' cell phone use and abuse. But you might not know about the many other parent-friendly features it offers. After all, you can only communicate so much in 30 seconds.
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Southern Comfort has produced eight short films that tell the personal stories of musicians living in New Orleans, the city of its origin. The project will benefit theSouthern Comfort Music Fund.
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OfficeMax, trying to stand out in the pivotal back-to-school selling season, is shunning traditional TV advertising in favor of a branded-entertainment project called "Schooled" that plays a "Punk'd"-style prank on a class of eighth graders. They will be Partnering With Google & Disney for the Upcoming Back-to-School Special.
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Wall Mart have given the green light to a new quasi-social online network for teens designed to let them "express themselves." It's called "School My Way," but it's nothing like MySpace, which is clearly hopes to imitate. All content is screened, parents are alerted once their kids join, and users, called "hubsters," are forbidden from e-mailing each another. Wal-Mart wants teens to create MySpace-like profiles that let them post pages about themselves and their favorite Wal-Mart clothes, as well as personal videos.
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Food Brands Lure Kids With Games & Web Sites
Kids find online games like Pop-Tart Slalom and Chips Ahoy Soccer Shootout fun. The traffic to game sites is huge. The Kaiser Family Foundation, a food-industry watchdog, singles out such games that make kids the subject of marketing efforts to sell food. Marketers hope that by playing their so-called "advergames," kids will remember their brands the next time they feel like having a snack.
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For NBC, YouTube & Nobody's Watching, it was a win-win all round.
To the established media industry, YouTube has proved itself as a place to test new ideas. In July, the pilot episode of new US sitcom Nobody's Watching was offered online. The show, which had failed to find a national US broadcaster, has now been resurrected by NBC.
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...and so, apologies for those of you expecting a story on Victoria's Secret, maybe next time...
Wednesday, August 30, 2006
Tuesday, August 22, 2006
The New Syndicators...Googled again?
Google sent shock waves through the media industry last week with its announcement that it would begin to syndicate MTV content to hundreds of Web sites. Under the MTV partnership, Google will distribute MTV clips from Laguna Beach, Nickelodeon's SpongeBob SquarePants and other shows to hundreds of targeted Web sites in Google's AdSense network.
Now, to those of you not familiar with the developments in online syndication, that's a brand new approach to online video. The syndication strategy relies on a three-way revenue split between Google, the content owner and the Web site. It also expands the number of options Google offers TV networks and content providers because the online giant already offers ad-supported video clips and lets users buy videos for download.
It is a HUGE move for online video distribution as new players position themselves for the eventual internet/televsion convergence - possibly leaving the traditional players in broadcast out in the cold.
Top of that syndication list is:
Brightcove: http://www.brightcove.com/
Dovetail: http://www.dovetail.tv/
Mochilla: http://www.mochila.com/
Clip Syndicate: http://www.clipsyndicate.com/web/index.php
Syndication of online video also has HUGE ramifications for traditional broadcast and content developers. Take the three-way syndication deal for "Arrested Development". The critically-acclaimed but low-rated former Fox show sold syndicated rights to HDNet, G4 and MSN, marking one of the first syndication deals to include a high-definition network, a standard definition network and an online service.
This model speaks to both the tough sell the show faced and also to the opportunities content owners now enjoy with multiple distribution venues. With only 53 episodes and a small, though loyal, following, "Arrested Development" would have faced a steep hill in traditional broadcast station syndication. While the deal is unique to the show's particular quirks, it is also a precursor of what's to come with syndication not being as narrowly defined as it may have been in the past.
Other examples include "Entertainment Tonight" providing clips for Yahoo and cell phone providers and Warner Bros. Domestic Television Distribution deal to let local TV stations stream episodes of "Two and a Half Men" on their web sites.
Once again, this spells out as a great opportunity for all content developers & website (webchannel) owners to challenge the networks. (Publishing companies - wake up already!)
As for Google, my guess is that they will service the niche that caters to automation. When it comes to syndication of creative and the political barriers & competitive disadvantages that often go along with that - portals will want a more hands on approach when carving up the online territory they aim to own.
Now, to those of you not familiar with the developments in online syndication, that's a brand new approach to online video. The syndication strategy relies on a three-way revenue split between Google, the content owner and the Web site. It also expands the number of options Google offers TV networks and content providers because the online giant already offers ad-supported video clips and lets users buy videos for download.
It is a HUGE move for online video distribution as new players position themselves for the eventual internet/televsion convergence - possibly leaving the traditional players in broadcast out in the cold.
Top of that syndication list is:
Brightcove: http://www.brightcove.com/
Dovetail: http://www.dovetail.tv/
Mochilla: http://www.mochila.com/
Clip Syndicate: http://www.clipsyndicate.com/web/index.php
Syndication of online video also has HUGE ramifications for traditional broadcast and content developers. Take the three-way syndication deal for "Arrested Development". The critically-acclaimed but low-rated former Fox show sold syndicated rights to HDNet, G4 and MSN, marking one of the first syndication deals to include a high-definition network, a standard definition network and an online service.
This model speaks to both the tough sell the show faced and also to the opportunities content owners now enjoy with multiple distribution venues. With only 53 episodes and a small, though loyal, following, "Arrested Development" would have faced a steep hill in traditional broadcast station syndication. While the deal is unique to the show's particular quirks, it is also a precursor of what's to come with syndication not being as narrowly defined as it may have been in the past.
Other examples include "Entertainment Tonight" providing clips for Yahoo and cell phone providers and Warner Bros. Domestic Television Distribution deal to let local TV stations stream episodes of "Two and a Half Men" on their web sites.
Once again, this spells out as a great opportunity for all content developers & website (webchannel) owners to challenge the networks. (Publishing companies - wake up already!)
As for Google, my guess is that they will service the niche that caters to automation. When it comes to syndication of creative and the political barriers & competitive disadvantages that often go along with that - portals will want a more hands on approach when carving up the online territory they aim to own.
Wednesday, August 16, 2006
Niche by the Millions...
In 2005, 1.1 million people in the U.S. purchased mobile video content. That number is expected to grow to more than 30 million people by 2010, according to research firm In-Stat.
As impressive as that number is, it is a very low estimate. Consider how fast YouTube has grown in just the past year. They have surpassed 100 million videos served per day. For now, they are the runaway leader in online video, each lasting two to five minutes. YouTube commands 29 percent of that market and its videos account for 60 percent of all video watched online. MySpace lies second behind YouTube in the online video market, with a 19 percent share. In June, 2.5 billion videos were watched on YouTube. More than 65,000 videos are uploaded to the site daily, while about 20 million unique users visit the site each month, according to Nielsen//NetRatings.
So, how about we up that 2010 figure?
For those of you that have not read The Long Tail by Chris Anderson, I recommend you do. With this many people accessing and participating in the generation of video content, what he has to say will take on staggering perspective.
Niche channels like MAC Experience will become market forces with access to numbers like these (NO, that is not short for Macintosh, but is the premier, global martial arts inspired multi-channel broadband video destination).
http://www.macexperience.com/
Also check out the G-Living Network for some great programming on a contemporary green lifestyle.
http://gliving.tv/
Channels like these are taking off and will most likely splinter the networks at some point. There are many nice channels out there like them, but these are great attempts.
The big networks are also participating in a big way along with all of the Mobile carriers.
All this spells out real opportunities for anyone with a web-presence, especially those with a large subscriber base. (Leaving me with a lot less time to write this blog :-)
ABC adding shows to broadband service
http://news.com.com/ABC+adding+shows+to+broadband+service/2100-1026_3-6102245.html?tag=st_lh
MobiTV expands to Windows Mobile
http://news.com.com/MobiTV+expands+to+Windows+Mobile/2100-1025_3-6089568.html?tag=nl
As impressive as that number is, it is a very low estimate. Consider how fast YouTube has grown in just the past year. They have surpassed 100 million videos served per day. For now, they are the runaway leader in online video, each lasting two to five minutes. YouTube commands 29 percent of that market and its videos account for 60 percent of all video watched online. MySpace lies second behind YouTube in the online video market, with a 19 percent share. In June, 2.5 billion videos were watched on YouTube. More than 65,000 videos are uploaded to the site daily, while about 20 million unique users visit the site each month, according to Nielsen//NetRatings.
So, how about we up that 2010 figure?
For those of you that have not read The Long Tail by Chris Anderson, I recommend you do. With this many people accessing and participating in the generation of video content, what he has to say will take on staggering perspective.
Niche channels like MAC Experience will become market forces with access to numbers like these (NO, that is not short for Macintosh, but is the premier, global martial arts inspired multi-channel broadband video destination).
http://www.macexperience.com/
Also check out the G-Living Network for some great programming on a contemporary green lifestyle.
http://gliving.tv/
Channels like these are taking off and will most likely splinter the networks at some point. There are many nice channels out there like them, but these are great attempts.
The big networks are also participating in a big way along with all of the Mobile carriers.
All this spells out real opportunities for anyone with a web-presence, especially those with a large subscriber base. (Leaving me with a lot less time to write this blog :-)
ABC adding shows to broadband service
http://news.com.com/ABC+adding+shows+to+broadband+service/2100-1026_3-6102245.html?tag=st_lh
MobiTV expands to Windows Mobile
http://news.com.com/MobiTV+expands+to+Windows+Mobile/2100-1025_3-6089568.html?tag=nl
Thursday, August 10, 2006
Gaming - The Perfect Foil!
There has been plenty of debate over whether gaming can be a legitimate venue for brands to communicate.
Given our relationships with brands, I can think of no better place. Think about it? Brands are ingrained in our lives in ways we do not care to admit. It is why we buy the cars we buy, travel to the places we travel to, and desire who we desire...Why else would be be embarrassed to be seen wearing one thing, while proud of another?
The Walter Mitty in us emulates what we associate ourselves with. Anyone who spends any time playing video games knows that in the game we do exactly the same thing with one exception. We do it sans-disguise. In other words, video games help us come out of the closet. In these worlds, we openly pretend to be what we are not. We will overtly and admittedly associate ourselves with the brands that fit our alter egos.
Games are a perfect marriage of the two worlds (real & brand worlds). A place for the alter ego & subconscious we do not want to admit to, to be able to roam freely...
For brands that play with authenticity, they can become the drivers.
They are our avatars - the perfect foil!
Given our relationships with brands, I can think of no better place. Think about it? Brands are ingrained in our lives in ways we do not care to admit. It is why we buy the cars we buy, travel to the places we travel to, and desire who we desire...Why else would be be embarrassed to be seen wearing one thing, while proud of another?
The Walter Mitty in us emulates what we associate ourselves with. Anyone who spends any time playing video games knows that in the game we do exactly the same thing with one exception. We do it sans-disguise. In other words, video games help us come out of the closet. In these worlds, we openly pretend to be what we are not. We will overtly and admittedly associate ourselves with the brands that fit our alter egos.
Games are a perfect marriage of the two worlds (real & brand worlds). A place for the alter ego & subconscious we do not want to admit to, to be able to roam freely...
For brands that play with authenticity, they can become the drivers.
They are our avatars - the perfect foil!
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