25 posts tagged “television”

Due to various reasons I won't go into here my post on Broadcast took a little while. Sorry for those not in my neighborhood who had to wait. Here it is.

Comments always very welcome.

Here's draft for latest post for Broadcast. As always, would really appreciate thoughts and comments.

 

Jens

 

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As audiences and advertising dollars continue to shift time and money online, most of us these days recognise the value of the medium, not only as a place to market shows, build relationships with audiences, and distribute video clips; but also as a medium where we can genuinely extend the television experience (e.g. www.americanidol.com); and launch new entertainment brands (e.g. www.bebo.com/jellybeats) and totally new products (e.g. www.webkinz.com). You’d think that with this realization we’d see a more fundamental shift in broadcasters’ commissioning budgets as well as significant content investment by online channels.

 

The reality is that most show-sites still adhere to some version of the “clip, pic and game” approach; nearly all broadcasters only commission online content if it’s supporting their shows (rather than see it as a distinct medium in which they operate); and online channels don’t have any significant commissioning budgets. Yes, there are some exceptions we’ve all read about in the trades, whether that’s HBO's Voyeur, Channel 4’s FourDocs or Bebo’s Kate Modern, but these are the exceptions that prove the rule.

 

Why is this the case, is it likely to change and what are the implications for television producers?

 

In the case of broadcasters it is primarily a short-term question. Understandably their business is still defined as “television”, the key success measure is ratings and most people come from within the industry. It therefore makes total sense (just about) that online is still there to predominantly service a television-driven organisation. As audiences and advertisers continue to shift towards what is already a critical mass; and some innovative broadcasters pave the way; that will change. The “business” will be redefined to something more akin to “arbiter of taste”, commissioning content cross- and irrespective of platform; success measures will include new terms such as unique users, repeat visits and time spent; and web-folk will be fast-tracked through the organisation.

 

In the case of online media owners it’s more mixed. A key but short-term issue is the fact that video still has a relatively small share of the overall online advertising pie. Most people we speak to believe this will change significantly within the next 12 to 18 months as more and more brand owners see the opportunity of online video advertising and allocate a larger and larger share of their overall budgets to this format. With higher budgets comes a need for more quality content that advertisers want to be associated with, which will in turn drive channel owners to offer more engaging content to satisfy their clients’ requests.

 

There are some more structural issues though when it comes to online which may shape the overall content budget landscape of the future. The first is that online channels are as much about functionality and services as they are about content. To attract and retain eyeballs, media owners need to offer user-friendly navigation, as well as free email, web-space, social-networking and other services, to hook users in and then send them to the content where they can sell valuable ad space (see The Economist March 22^nd). Content budgets will therefore only ever be a proportion of the overall audience investment. The second issue is that online channels can fulfil most of their content needs by licensing in and repackaging both professional and UGC video, audio and text content that’s already been produced or is being produced by their own audience, rather than taking the risk of commissioning new and exclusive content. Online channels therefore really only need (and are likely to commission) content that genuinely helps them differentiate their overall offering in the wider market, helps promote a particular service or functionality, or satisfies a particular advertiser’s need.

 

While this structural issue is particular to online at the moment, as the two media become more alike (i.e. on demand and interactive) it is likely to become more common to both. From a content producer’s point of view it therefore means that while, at the broadcaster the online budgets for genuine show extensions and new online properties will grow in the short to medium term; in the medium to long term commissioning budgets overall will more than likely become focussed on concepts that are either big; showcase a channel’s services and functionality; or are advertiser funded – or ideally all of the above. This means that producers will need to be in the big budget league; have an in-depth understanding of online audiences and platforms; and be aligned to an advertising agency network to stand the best chance of tapping into major content budgets in the longer term.

Posted draft here on Vox for Neighbors only a while back and just spotted it live on Broadcast. Happy reading.

Just spotted my new post on Broadcast went live. Here it is. Would be interested to hear what you think whether there or here on Vox.

Got into a groove so here's the latest post on Broadcast.

If you check out the homepage today, it's even featured there. Gosh! Let's hope I'm not talking rubbish ;-)

I imagine many TV producers are looking to set-up their own digital content production arm, online video distribution outfit, or even “a Club Penguin”, but is this the most likely way to succeed in this "new media" world? Unfortunately for those that are pursuing this solo approach, I don't believe it is, not because this world of penguins is some mystical land that can't be conquered, but because, by going it alone, they're clearly underestimating the differences between these two media.

There are three key differences worth highlighting...

• Content - Great online content isn't just about shorter pieces of the same linear entertainment. Understanding what content really engages your audience, who to partner with to put it in-front of them and how to get people to spread the word online is key. Just look at what the guys from LonelyGirl15 are doing with KateModern on Bebo.
• Commercials - Very few online media owners commission, and those that do have small budgets compared to TV, so in most cases you take the risk in return for which, yes, you get revenue share... but that depends on success. The reason Bebo stumped up money for KateModern was because the guys already had a huge success with LonelyGirl in the US which they funded themselves.
  
• Change - Probably the biggest difference is that this medium is moving incredibly quickly. Who had heard of Facebook two years ago? The implications are that, no matter how talented a team you hire or buy in, unless they keep up with the pace they are very likely to become redundant as the world around them changes... which is tough to avoid if they're part of a larger more traditional organisation or just cashed-out.

I therefore believe that the best way forward for TV producers is to emulate all good explores and...

1. Pay a visit - There's a lot to be said for just trying it out yourself. Go online and sign-up to Bebo, watch a clip on AtomFilms and play around on Club Penguin.
   
2. Find a scout - Choose a partner you trust to start you off on your journey. Watch out for those consultants or agencies that don't tell you you're wrong, get overly excited by your ideas or encourage you to spend money without a clear business rationale (see 3 and 4).
3. Carry a compass - Don't do anything unless you know "what winning looks like". How is what you're doing online going to help your core business, how are you going to measure success, and how high (or low) are your expectations? Even if your ambitions at the outset are really low... who cares. Next time you'll know to set them higher.
   
4. Take small steps - Don't try to conquer the world in one go. Try out different things and on a small scale. This way you'll learn what works (see 3) and what doesn't (see 5), you won't have bet the farm, and you'll be able to test out your scout along the way.
   
5. Expect set-backs - You need to be ready to fail not only because it's virgin territory for you but because the ground is constantly shifting for everyone. If you've tried different things you should have had some successes also... build on these. If you've had none, fire your scout.
   

Only when you've learned about the medium first-hand and therefore better understand the opportunities (and threats) it offers, will you be in a strong position to move quickly and decisively, whether that's setting up you're own thing, acquiring an existing business, or staying out of it altogether. Although that’s not the attention grabbing approach that lifts share prices and impresses investors in short term, it will determine whether you succeed or whether you’re better off watching your kids throwing virtual snowballs at their friends across the Atlantic.

Have started regular slot on Broadcast in the UK. Will post on my Vox blog first but only visible to those in my neighbourhood. If you want to check out the first in a series click here.

Great day to end with.

Went to see Lionel Shriver discuss the "fictionalisation" of news to create narrative for the masses followed by a fabulously entertaining and informative presentation by the "inventor of the internet", Vint Cerf.

A little bit more wandering the corridors...

...topped off with a short stroll through Edinburgh...

...before arriving back in sunny London.

One thing that struck me though was the lack of practical answers to the general perceived down-grading of quality in British television in the face of the explosion in TV channels, online entertainment etc.. Discussed with Emma a little and believe we have a suggestion. More on this later.

Started the day slightly hungover, having ended the evening / night / morning at 2.30 chatting to Finn and Diane at the The George. Quickly got woken up by Kirsty Walk interviewing Gerry McCann discussing (yes discussing) the role of media in the search for Madeleine. One of the most surreal things I've seen for a VERY long time. Kirsty did a great job. Not sure what to say about Gerry McCann.

That then was followed by a really interesting session with Bebo and the folks from LonelyGirl. The best so far apart from Paxman. Really insightful about what is being developed for the web and some interesting learnings for us at DO Studios also.

All topped with (apart from a boring session at the end) by, yes... Jim'll Fix It. What a laugh and how great to see the legend live.

Lots of good chats with old buddies and some new. Let's see what tonight brings.

What a mixed beginning... let's hope we get some more consistent quality.

The Joost session was truly disappointing. Janus is clearly a very bright guy and based on people I spoke to also fascinating and nice. His presentation was average but it soooooo could have been salvaged by the interviewer, who was truly dreadful. A real real missed opportunity.

This was definitely made up ten-fold by Paxman's MacTaggart.

Definitely an impassioned, humorous and well crafted speech about the media industry. Slightly longer than my attention span at the end of the day but of those that I've attend, definitely the best. Post later on key take-outs from this.