Introduction to New Media – the New Distribution Channels.

An overview of the online video ecosystem with a focus on opportunities for independent filmmakers.

Am Samstag 25. September 2008 beim Nederlands Film Festival im Rahmen der Holland Film Meeting Digital Conference.

Transcript

1. 1 Introduction to New Media
 the New Distribution Channels Bertram Gugel
 25.09.2008
2. 2 25.09.2008 Bertram Gugel: gugelproductions.de Who am I? Product Manager Blogger Co-Author of TV 2.0
3. 3 25.09.2008 Bertram Gugel: gugelproductions.de Overview   Introduction   Video on the Net –  Video Sharing –  WebTV –  Mobile, Live, VoD, P2P Solutions –  TV-Stations on the Net   Short How-to Guide –  Distribution –  Getting Reach   Outlook & Discussion
4. 4 Trends 25.09.2008 Bertram Gugel: gugelproductions.de
5. 5 Market Overview 25.09.2008 Bertram Gugel: gugelproductions.de Prosumer TV Web
6. 6 Video Sharing
7. 7 YouTube in Numbers  40% of all US Video Streams in July 08   5 Bio. Streams/Month (US)   92 Mio. Unique Viewers/Month(US)   10h Video uploaded every minute   BBC, CBS, NBC, ZDF, ...   Still struggling with monetization 25.09.2008 Bertram Gugel: gugelproductions.de
8. 8 What is possible? Soulja Boy   51 M Profile Views on MySpace   840.000 Friends on MySpace   127.000 Subscribers on YouTube   Ø 550.000 Video Views/ Day   #1 Billboard-Charts USA   226 M Video Views on YouTube 25.09.2008 Bertram Gugel: gugelproductions.de
9. 9 Why YouTube?   Flash?   Sharing?   User Upload?   Saturday Night Live? 25.09.2008 Bertram Gugel: gugelproductions.de Google Lazy Sunday
10. 10 YouTube‘s got Music   Linkinpark TV 133 M Views   Solja Boy 226 M Views   Reality TV, Jackass, Comedy, Fiction ... 25.09.2008 Bertram Gugel: gugelproductions.de 350 M Views 2,2 Bn Views 210 M Views
11. 11 YouTube‘s got Talent 25.09.2008 Bertram Gugel: gugelproductions.de
12. 12   Barack Obama: 53 M Views   John McCain: 10 M Views   Every major german political party ... YouTube‘s got News 25.09.2008 Bertram Gugel: gugelproductions.de 40 M Views 3,5 M Views 43 M Views
13. 13 High Demand 25.09.2008 Bertram Gugel: gugelproductions.de „Our primary focus is on the users, not on the revenue side.“ Eric Schmidt, CEO Google
14. 14 Sharing, Interaction & Communication 25.09.2008 Bertram Gugel: gugelproductions.de 28 M Views 92.000 Comments + Emails + Blogs + IM ∅ 20 Zuschauer ∅ 100 Zuschauer  Active Community
15. 15 WebTV
16. 16 WebTV is everywhere ...   75 % of all Americans viewed an online video in July   235 minutes of video / Month   >80 Videos per Viewer   Every mayor online portal has a WebTV offering 25.09.2008 Bertram Gugel: gugelproductions.de
17. 17 Videoblogs / Videoshows   200.000 Views/Day   2,7 M Views/Month   $100.000 / Month   39 M Views   „Consumer sales have increased five-fold since the videos went up on YouTube and Revver.“ 25.09.2008 Bertram Gugel: gugelproductions.de
18. 18 Webisodes 25.09.2008 Bertram Gugel: gugelproductions.de 3,8 M Views 8,8 M Views 7,4 M Views 75k Views 79 M Views  No Partner – no reach!
19. 19 Web Studios Bertram Gugel: gugelproductions.de 100M 25.09.2008
20. 20 Mobile, Live, P2P, VoD
21. 21 Broadcast from your mobile 25.09.2008 Bertram Gugel: gugelproductions.de
22. 22 Additional Distribution Channels 25.09.2008 Bertram Gugel: gugelproductions.de   Mobile   Video on Demand   Live   P2P
23. 23 Problems   No Web effects   On demand mentality   DRM   Costs   No instant gratification 25.09.2008 Bertram Gugel: gugelproductions.de
24. 24 Use Case 1   Soccer Matches, Olympics, Live Earth, ...   „March Madness NCAA basketball tourney“   „CBS Sportsline said it had logged 1.5 million visits and 800,000 registrations to March Madness“ 2007 25.09.2008 Bertram Gugel: gugelproductions.de
25. 25 Use Case 2 25.09.2008 Bertram Gugel: gugelproductions.de
26. 26 TV Stations on the Net
27. 27 TV Stations   ABC: 47.3 M Videos, 
 28 M Min   NBC: 25.3 M Videos, 
 62 M Min   Fox: 1.4 M Videos,
 2 M Min 
 (December 2007)   up to 500 000 Logins/Day to iPlayer 25.09.2008 Bertram Gugel: gugelproductions.de
28. 28 Hulu.com   NBC & News.Corp JV   120 M Video Streams   Easy Monetization: „Most of the momentum now is for ads within full episodes run on the TV networks’ sites. It’s a format that advertisers understand.“   Syndication to AOL, Yahoo!, MSN, MySpace, Comcast   YouTube Promotion 25.09.2008 Bertram Gugel: gugelproductions.de 70 M Views
29. 29 CBS CBS: Go-Wide-Strategy   CBS Audience Network   Reaches 92% of US Online Users –  >70,000 videos available online –  190M video streams delivered since 08/2007 –  300 partners –  360% Y/Y growth in video streams   CBS.com: 
 33.8 Mio. Video 
 104 Mio. Min 25.09.2008 Bertram Gugel: gugelproductions.de
30. 30 25.09.2008 Bertram Gugel: gugelproductions.de Google AdSense + Video = TV Station 2.0   „multimillion-dollar- budgeted cartoon series“   50 Episodes   Distribution through Google AdSense, YouTube and Widgets   Sponsored by Burger King
31. 31 Short How-to Guide
32. 32 Distribution
33. 33 25.09.2008 Bertram Gugel: gugelproductions.de Distribution Strategies 1 1:1
34. 34 25.09.2008 Bertram Gugel: gugelproductions.de Distribution Strategies 2 many:many
35. 35 25.09.2008 Bertram Gugel: gugelproductions.de All Platforms ... TV Web-TV Clips Pay Advertising Free
36. 36 All Channels ... 25.09.2008 Bertram Gugel: gugelproductions.de
37. 37 25.09.2008 Bertram Gugel: gugelproductions.de Best Practice: Distribution   All Platforms   All Channels   encourage linking, sharing, forwarding
  Be everywhere for maximum reach Problem: Tools and worklows are missing
38. 38 Reach
39. 39 25.09.2008 Bertram Gugel: gugelproductions.de Effective Distribution? Walter Moers: Der Bonker TV
40. 40 TV has its prime time ... 25.09.2008 Bertram Gugel: gugelproductions.de ... what about the web? Plan ...   release circles   release times   campaigns How do your videos perform?
41. 41 Plan for diffrent usage patterns 25.09.2008 Bertram Gugel: gugelproductions.de Short-Head
 14.000 Longtail
 14.000 Sleeper
 3.500 Event Video Evergreen Sleeping beauty
42. 42 Timing 25.09.2008 Bertram Gugel: gugelproductions.de   Get in the right context   Use hypes, memes and events   Use inside exposure   Use high engagement
43. 43 25.09.2008 Bertram Gugel: gugelproductions.de Title & Thumbnail drive usage Ø 900 000 vs. Ø 70 000
44. 44 Getting reach 25.09.2008 Bertram Gugel: gugelproductions.de   Inventory   Landmark Videos   Cooperations and featuring   Slowly build your audience
45. 45 Iventory 25.09.2008 Bertram Gugel: gugelproductions.de
46. 46 Landmark Videos 25.09.2008 Bertram Gugel: gugelproductions.de 1 Video accounts for nearly 100% of the 30 Mio. Views Viral Hit 1 Featured 1 Viral Hit 2
47. 47 Cooperations, featurings 25.09.2008 Bertram Gugel: gugelproductions.de Views in 5 days
48. 48 Slowly build your audience ...   57% of viewers share links to the videos they watch   over 50% have watched videos with others   Videos can produce a strong affinity   Videos reach user on a new level  Give Users the content and tools to engage 25.09.2008 Bertram Gugel: gugelproductions.de
49. 49 Thank You! Contact: Bertram Gugel www.gugelproductions.de/blog/ info@gugelproductions.de b.gugel@asd.tv M +49 (179) 221 77 63 T +49 (30) 2000 607 41
50. 50 Backup
51. 51 25.09.2008 Bertram Gugel: gugelproductions.de Formats   Quicktime: Sorenson Video 3, Full Frames, 4:3, 
 Multiple of 8   Flash-Video-Format: on2 Flix Pro (VP6E-Codec)   MPEG-4 AVC (H.264)   iPod (m4v)   WMV, 3GP, DivX or HD?
52. 52 25.09.2008 Bertram Gugel: gugelproductions.de Tools   Multi-Uploader   File Conversion   Statistics
53. 53 25.09.2008 Bertram Gugel: gugelproductions.de Video hosting
54. 54 25.09.2008 Bertram Gugel: gugelproductions.de Your Blog/Site   Blog   Podcast   Video CMS