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The Future of TV: Curators, Aggregators and Niche Channels

2. . The Future of TVThe influences behind the viewRevolution?Evolution?The impact of change on content. . 3. Background. Forrester (UK) Media and Retail sector analyst, During the dotcom boom then bust. . . BBC (UK) Strategy, Factual and LearningThe 360" era e.g. Rome on all platfor

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The Future of TV: Curators, Aggregators and Niche Channels

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    1. 1

    2. 2

    3. 3 Background

    4. 4

    5. 5 Jim the new TV viewer? BANFF greenpaper evolves.. There was an asterisk "exploring a hybrid Freeview/IP set-top box", as well as looking at companies including Sling Media and Sony's direct internet access TV as ways to get the PC-based iPlayer and content onto other platforms. BANFF greenpaper evolves.. There was an asterisk "exploring a hybrid Freeview/IP set-top box", as well as looking at companies including Sling Media and Sony's direct internet access TV as ways to get the PC-based iPlayer and content onto other platforms.

    6. 6 New technologies drive the Jim possibility With peer-to-peer networks, the greater the number of users, the greater the power of the network Hence the lower the costs of bandwidth to the content distributor for distributing video

    7. 7 Advertising will follow Jim.. possibly away from TV

    8. 8

    9. 9 In actual fact, Jim is a Minority (for now)

    10. 10 In Canada, there is evidence that traditional TV is still the Main Screen

    11. 11 In the UK, terrestrial TV still reigns supreme

    12. 12

    13. 13

    14. 14

    15. 15 New Players: Aggregators

    16. 16 New Players: Curators

    17. 17 New Players: Niche Channels

    18. 18 But the Economics are a challenge with these new models

    19. 19

    20. 20 Realistically most Producers and Broadcasters will Pursue Hybrid Models

    21. 21 Meaning that the number and complexity of revenue sources will increase

    22. 22

    23. 23 Implications on Content Production The development process will increasingly incorporate consideration of the following questions: Does the content invite opportunities for sponsorship, and/or product placement? Can the content travel internationally to maximise value? Is interactive content versionable e.g. be sold as components, including for games? Able to produce spin-off products e.g., books, and other products

    24. 24 Implications on Content Production A complex matrix algorithm will be needed to determine the maximum value of each different type of rights: Who gets to distribute the program online and for how long and in which territory? First window broadcaster? Second window? How will it be geo-blocked? When are rights values exhausted by broadcasters before a producer dares distribute solo or direct to aggregators, such as Joost? Which aggregator, curator, or broadcaster will promise the highest revenue share?

    25. 25 Implications on Content Production Content must be found and viewed to make money, with both the new and the hybrid business models So, what does content need to include to ensure this: Metagged with popular key words to be found on an aggregator? Shock-factor encouraging viral marketing? Heavy marketing budgets? Attention grabbing titling?

    26. 26 Conclusions The future of TV is a brave new world where the opportunities are high Viewers can be reached in any number of ways; Potential buyers and distributors are numerous; Costs of production and distribution decrease; But the challenges are equally high The fight for viewers attention becomes harder; Despite low distribution and production costs, generating enough revenue from each buyer and distributor is still difficult. The survivors will be innovators of content as well as of business models

    27. 27 Thank-you For more information about Nordicity: www.nordicity.com Contact: Terri Wills twills@nordicity.com

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