Comments on: How TV Broadcasters Can Avoid Digital Doom http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/#utm_source=feed&utm_medium=feed&utm_campaign=feed At the Crossroads of Media, Marketing and Technology... Fri, 30 Jul 2010 21:16:57 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Greg http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/comment-page-1/#comment-2131 Greg Wed, 30 Dec 2009 04:05:04 +0000 http://www.digitaltonto.com/?p=630#comment-2131 Clyde, DVR's aren't as much of a problem as you would think. In the US, 30% of households have them but they make up less than 5% of viewing. Also, a surprising amount of people watch ads on DVR. It seems that most of the time people are viewing fairly passively and they timeshift for their favorite shows. Also, Fox doesn't have ads because they are building distribution but haven't built up sales yet. - Greg Clyde,

DVR’s aren’t as much of a problem as you would think. In the US, 30% of households have them but they make up less than 5% of viewing. Also, a surprising amount of people watch ads on DVR. It seems that most of the time people are viewing fairly passively and they timeshift for their favorite shows.

Also, Fox doesn’t have ads because they are building distribution but haven’t built up sales yet.

- Greg

]]> By: Clyde http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/comment-page-1/#comment-2126 Clyde Tue, 29 Dec 2009 23:24:14 +0000 http://www.digitaltonto.com/?p=630#comment-2126 Timely post by you Greg (and a good one). I was actually going to do a post on one topic that is not so new, but gaining much momentum now that the technology is getting so cheap that it's being bundled for free - TimeShifted TV - Death of Tv advertising? or some such title... In the UAE on of the duo-poly Cable providers just upgraded our STB and being the tech-junkie that I am, quickly figured out two great blessings 1) I could record a TV program (for some reason good shows in the uae are not at usual dinner/supper time they are at around 4 - 7am) 2) While watching the FOX network - No more incessant ads every 5 minutes (so what if their movie channel is free - there is a limit to playing the same damned ad 3 times in a row back to back!) As I happily zipped past the ads on the live time-shift option, (something TiVO people have enjoyed for years)... I just realized, advertising while not such an issue on typical cable channels - is a big issue on broadcast/sponsored TV.. and now Timeshifting a TV program allows you to do away with it! What could this spell for advertisers? Timely post by you Greg (and a good one). I was actually going to do a post on one topic that is not so new, but gaining much momentum now that the technology is getting so cheap that it’s being bundled for free – TimeShifted TV – Death of Tv advertising? or some such title…

In the UAE on of the duo-poly Cable providers just upgraded our STB and being the tech-junkie that I am, quickly figured out two great blessings

1) I could record a TV program (for some reason good shows in the uae are not at usual dinner/supper time they are at around 4 – 7am)

2) While watching the FOX network – No more incessant ads every 5 minutes (so what if their movie channel is free – there is a limit to playing the same damned ad 3 times in a row back to back!)

As I happily zipped past the ads on the live time-shift option, (something TiVO people have enjoyed for years)… I just realized, advertising while not such an issue on typical cable channels – is a big issue on broadcast/sponsored TV.. and now Timeshifting a TV program allows you to do away with it!

What could this spell for advertisers?

]]> By: Greg http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/comment-page-1/#comment-1788 Greg Thu, 10 Dec 2009 04:16:41 +0000 http://www.digitaltonto.com/?p=630#comment-1788 Jim, Intellectual property on the web is a very interesting area and there are many interesting ideas on how to solve it. Probably the most successful is that of creative commons. You can find more about it at http://creativecommons.org/ About the potential for archive clips would seem to be pretty strong. As a Model, take a look at this company that sells cheap music clips on the web for use with TV and Radio ads: http://www.dewolfemusic.com/home/default.asp I hope this is helpful. - Greg Jim,

Intellectual property on the web is a very interesting area and there are many interesting ideas on how to solve it. Probably the most successful is that of creative commons. You can find more about it at http://creativecommons.org/

About the potential for archive clips would seem to be pretty strong. As a Model, take a look at this company that sells cheap music clips on the web for use with TV and Radio ads: http://www.dewolfemusic.com/home/default.asp

I hope this is helpful.

- Greg

]]> By: Jim Anderson http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/comment-page-1/#comment-1785 Jim Anderson Thu, 10 Dec 2009 01:10:45 +0000 http://www.digitaltonto.com/?p=630#comment-1785 Like most people I'd rather drive a car than try and understand how all of it works. During this media recession/lull/I think I'm might be beginning to see a little of how the media and broadcast world is changing and developing by reading your excellent blogs etc but I'd rather be too busy to do this so am being dragged in kicking and screaming. I know something about the UK and world archives. I make programmes for independent production companies and broadcasters and also research and buy archive clips from broadcasters, sports organizations and archive/stock shots sources. I'd like your take on this sector. Will lots and lots of small/medium businesses pay for updated archive content used on their websites or for freelance "experts" to find them the right images to help them promote themselves on websites? What's to happen with world copyrights and image rights etc? Now theres' a huge topic..... Like most people I’d rather drive a car than try and understand how all of it works.

During this media recession/lull/I think I’m might be beginning to see a little of how the media and broadcast world is changing and developing by reading your excellent blogs etc but I’d rather be too busy to do this so am being dragged in kicking and screaming.

I know something about the UK and world archives. I make programmes for independent production companies and broadcasters and also research and buy archive clips from broadcasters, sports organizations and archive/stock shots sources. I’d like your take on this sector.

Will lots and lots of small/medium businesses pay for updated archive content used on their websites or for freelance “experts” to find them the right images to help them promote themselves on websites?

What’s to happen with world copyrights and image rights etc? Now theres’ a huge topic…..

]]> By: Greg http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/comment-page-1/#comment-1678 Greg Sat, 05 Dec 2009 06:58:26 +0000 http://www.digitaltonto.com/?p=630#comment-1678 John, I also think scaling down is a problem. In my experience, TV broadcasters want to show that they are going into digital in a big way. That's admirable, but the scale has to meet the opportunity. In emerging markets, this manifests itself mostly in staffing and marketing. More is spent on the project than makes any financial sense. The money is usually spent badly and the expectations are unreasonable. After 6 months, they usually find that they aren't going to dominate the marketplace and then they have to start over (often with even bigger plans). In developed markets it's more subtle. As you mentioned, too video dominated (no site should have a flash intro EVER!), but also poor integration, usability etc. They don't experiment and learn enough. Sometimes the mistakes are funny, like when they mistake navigation for promotion and put something like "Your Day" or "Really Scary!" on menus. - Greg - Greg John,

I also think scaling down is a problem. In my experience, TV broadcasters want to show that they are going into digital in a big way. That’s admirable, but the scale has to meet the opportunity.

In emerging markets, this manifests itself mostly in staffing and marketing. More is spent on the project than makes any financial sense. The money is usually spent badly and the expectations are unreasonable. After 6 months, they usually find that they aren’t going to dominate the marketplace and then they have to start over (often with even bigger plans).

In developed markets it’s more subtle. As you mentioned, too video dominated (no site should have a flash intro EVER!), but also poor integration, usability etc. They don’t experiment and learn enough.

Sometimes the mistakes are funny, like when they mistake navigation for promotion and put something like “Your Day” or “Really Scary!” on menus.

- Greg

- Greg

]]> By: John MacDonald http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/comment-page-1/#comment-1676 John MacDonald Sat, 05 Dec 2009 05:10:20 +0000 http://www.digitaltonto.com/?p=630#comment-1676 Great post as usual. One thing I've observed is unfortunately most broadcasters, (including those who produce most of their own programming), often feel most comfortable with digital plays that closely resemble their existing businesses, (eg. streaming of TV shows online). While the efforts are often these most successful short term business moves, (streamed shows attract premium pricing and most often dramatically outdraw audiences for other applications), they simultaneously draw investment resources away from other more innovative digital applications which leverage the strengths of the digital platform beyond simply time shifting, and they contribute to the cannibalization of viewership from the linear schedules, (and the growing expectation by viewers that anything can be found at anytime on any platform). I agree that many opportunities to pick up the "roadkill" have been missed, and many of the established large media companies would be better served by buying rather than making to establish their digital beachheads. Then "all" they'll have to do is integrate them into their own established businesses without killing what made the new companies innovative. Great post as usual. One thing I’ve observed is unfortunately most broadcasters, (including those who produce most of their own programming), often feel most comfortable with digital plays that closely resemble their existing businesses, (eg. streaming of TV shows online). While the efforts are often these most successful short term business moves, (streamed shows attract premium pricing and most often dramatically outdraw audiences for other applications), they simultaneously draw investment resources away from other more innovative digital applications which leverage the strengths of the digital platform beyond simply time shifting, and they contribute to the cannibalization of viewership from the linear schedules, (and the growing expectation by viewers that anything can be found at anytime on any platform). I agree that many opportunities to pick up the “roadkill” have been missed, and many of the established large media companies would be better served by buying rather than making to establish their digital beachheads. Then “all” they’ll have to do is integrate them into their own established businesses without killing what made the new companies innovative.

]]> By: Greg http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/comment-page-1/#comment-1166 Greg Mon, 09 Nov 2009 12:05:07 +0000 http://www.digitaltonto.com/?p=630#comment-1166 Alan, Technically it was a merger, but Time Warner definitely ended up in the drivers seat. The end result was that of a Time Warner acquisition. - Greg Alan,

Technically it was a merger, but Time Warner definitely ended up in the drivers seat. The end result was that of a Time Warner acquisition.

- Greg

]]> By: Alan Sawyer http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/comment-page-1/#comment-1164 Alan Sawyer Mon, 09 Nov 2009 11:57:13 +0000 http://www.digitaltonto.com/?p=630#comment-1164 Actually it was AOL that acquired Time-Warner, not the other way around. http://money.cnn.com/2000/01/10/deals/aol_warner/ http://news.cnet.com/2100-1023-235400.html Actually it was AOL that acquired Time-Warner, not the other way around. http://money.cnn.com/2000/01/10/deals/aol_warner/
http://news.cnet.com/2100-1023-235400.html

]]> By: Greg http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/comment-page-1/#comment-747 Greg Fri, 16 Oct 2009 14:38:25 +0000 http://www.digitaltonto.com/?p=630#comment-747 Rasul, Thanks for the link and the kind words:-) - Greg Rasul,

Thanks for the link and the kind words:-)

- Greg

]]> By: Rasul Sha'ir http://www.digitaltonto.com/2009/how-tv-broadcasters-can-avoid-digital-doom/comment-page-1/#comment-746 Rasul Sha'ir Fri, 16 Oct 2009 14:21:47 +0000 http://www.digitaltonto.com/?p=630#comment-746 Hey Greg, A friend of mine forwarded one of your posts to me about a month ago and I said to myself - this guy "gets it" and understands it. You have great insights and a keen understanding of the market and where the world is and is going. With respect to this post. . . the future of media, the digital world and entertainment (if you aren't familiar with these folks) is here - www.nextnewnetworks.com. Looking forward to more of your posts! Rasul Hey Greg,

A friend of mine forwarded one of your posts to me about a month ago and I said to myself – this guy “gets it” and understands it. You have great insights and a keen understanding of the market and where the world is and is going. With respect to this post. . . the future of media, the digital world and entertainment (if you aren’t familiar with these folks) is here – http://www.nextnewnetworks.com. Looking forward to more of your posts!

Rasul

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