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VideoNuze Report Podcast #80 - Nov. 19, 2010
Daisy Whitney and I are back this week for the 80th edition of the VideoNuze Report podcast, for November 19, 2010. Before getting started, congratulations to Daisy on the release of "The Mockingbirds," her first fiction book, for young adult readers. It debuted 2 weeks ago and is published by Little Brown. In addition to writing the book, Daisy has put together a clever social media campaign which has lifted the book's visibility. Congrats Daisy!
This week Daisy and I discuss my post from yesterday, "Broadcast TV Networks Are Wrong to Block Google TV - Part 2" in which I laid out the case for why the networks are using a backwards-looking strategy in their decision to block their programs from access by Google TV and other browser-based connected devices.
To their credit, the networks have actually been quite forward-looking in releasing many of their programs for free viewing on their web sites and on Hulu. But now, by creating an artificial distinction between computer-based and TV-based viewing of online-delivered content, they are violating one of the most basic rules of the Internet era: don't create friction between the product and the customer. While that may help them win retransmission consent deals in the short term, I believe that in the long term it will hurt them. Listen in to learn more.
Click here to listen to the podcast (11 minutes, 43 seconds)
Click here for previous podcasts
The VideoNuze Report is available in iTunes...subscribe today!Categories: Broadcasters, Devices, Podcasts
Topics: ABC, CBS, FOX, Google TV, Hulu, NBC, Podcast
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Broadcast TV Networks Are Wrong to Block Google TV - Part 2
When Fox decided last week to block access to its programs by Google TV, it was no big surprise since its broadcast brethren ABC, CBS, NBC and Hulu had already done so. By speaking in a unanimous voice, the broadcasters have sent a clear signal that viewing their programs on TV, for free, via online delivery, is not to be. While they're happy to make Hulu Plus subscriptions available via connected devices, if you want to watch for free, you'll be restricted to computer, or limited mobile device-based, viewing.
A few weeks ago in the first part of "Broadcast Networks Are Wrong to Block Google TV," I speculated on what was motivating the broadcasters to block Google TV, boxee and other browser-based connected devices. In the case of Google TV, it's tempting to believe they are looking to extract payments from Google to distribute their programs. Another possible explanation is that programs aren't monetized as well in online as they are on-air (the "swapping analog dollars for digital pennies" argument). Yet another explanation is that measurement of online viewing is not yet fully mature, so they're worried that if their audience shifts to connected device-based viewing, it would hurt their ratings points, and consequently their ad revenues. But none of these are broadcasters' main motivation.
Categories: Broadcasters, Devices
Topics: ABC, CBS, FOX, Google TV, Hulu, NBC, Netflix
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How About Some Actual Data in the Cord-Cutting Debate?
No sooner did SNL Kagan's press release, announcing that the U.S. pay-TV industry had lost 119K subscribers in Q3 '10, following a loss of 216K subscribers in Q2, hit the wire today, than the blogosphere was alight with a fresh round of posts that cord-cutting was to blame. This chorus was surely egged on by Kagan senior analyst Ian Olgeirson's remark in the press release that "it is becoming increasingly difficult to dismiss the impact of over-the-top substitution on video subscriber performance." That remark was a notable change of tone from Kagan's Q2 release which ascribed subscriber losses solely to the country's ongoing economic woes.
Note however that Olgeirson only offered his opinion, rather than any actual, hard data from Kagan about cord-cutting's impact. That is characteristic of both sides of the current cord-cutting debate - lots of opining, but little-to-no reliable data. In my own Q3 analysis - in which I suggested that the pay-TV as a whole likely lost around 97K subscribers in Q3 (though the group of 8 of the top 9 pay-TV operators actually gained subscribers) - I noted that nobody truly knows the impact of cord-cutting, yet anyway.
Categories: Cable TV Operators, Satellite, Telcos
Topics: SNL Kagan
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Jivox Launches New Analytics Platform and Interactive Ad Unit
Jivox, an online video ad technology and ad network is announcing a new analytics platform and interactive ad unit this morning that help move online video ad effectiveness beyond traditional ROI metrics like impressions and clicks. The analytics platform, dubbed "BrandGage" lets advertisers measure engagement actions in the ad that measure, in real-time, where the user's purchase intent lies. The new ad unit, Quattro, allows advertisers to include multiple engagement opportunities that tie to the different levels of purchase intent.
Diaz Nesamoney, Jivox's CEO and founder walked me through an example of Quattro yesterday and how engagement is measured in BrandGage. In the mockup below, the user would be prompted to roll over the top of a standard-looking 300x250 rich media ad for the movie Alice in Wonderland and be presented with this panel. A range of interactive widgets is shown, such as watching more video, reading reviews, learning about show times/buying tickets, finding merchandise, downloading assets and sharing with friends. In addition the user can post to Facebook, Twitter, MySpace and see a scroll of relevant tweets.
Categories: Advertising
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What's Up With Amazon Going Hollywood?
Last night when I read about Amazon getting into the movie-making business through a new crowd-sourcing project called Amazon Studios, my first reaction was, "huh, what's up with that?" Now, having had a night to sleep on it, my reaction is still, "huh, what's up with that?" I must be missing
something here. I just can't figure out what strategic value Amazon gains by vetting scripts and financing $2.7 million in prizes to aspiring film-makers.
It would be different if a video-centric, like YouTube, Hulu or Netflix were pursuing such a project, as it would feed them potentially exclusive, or at least a first window distribution opportunity for feature films, while also strengthening their bonds with their users. But for Amazon, which is first and foremost an e-commerce that competes on price, availability and service, creating new films doesn't quite add up. That said, I do get the value for Amazon's partner Warner Bros.; for them it's another chance to get first dibs on projects that look promising.
Topics: Amazon, Warner Bros.
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Report: 4% of Hulu Users Subscribe to Hulu Plus; Of Them 88% Also Subscribe to Netflix
A new report being released today by One Touch Intelligence has found that 4% of surveyed Hulu.com users are subscribing to Hulu Plus and that of them, 88% of them are also Netflix subscribers. The survey included 970
individuals who subscribe to both a pay-TV service and a broadband Internet service, and have streamed or downloaded at least one TV show or movie in the past month. Of the 970 individuals, 612 of them said they use the free Hulu.com service at least weekly, with 25 of them subscribing to Hulu Plus. Of the 25, 22 of them also subscribe to Netflix.
On the one hand, the 4% penetration is noteworthy, since Hulu has yet to advertise the Hulu Plus service beyond its own site. That was reflected in the relatively narrow awareness of the service, with 68% of Hulu.com users who are not subscribing to Hulu Plus saying they are either "barely" familiar with Hulu Plus or not familiar with it at all.
Categories: Aggregators
Topics: Hulu Plus, Netflix, One Touch Intelligence
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Comcast's New Xfinity TV App: Nice Start, Lots More To Do
Comcast unveiled its new Xfinity TV app today for iOS devices, and after downloading and playing around with it a bit, I'd say it's a nice start, though there is a lot more to do. The free app is ultimately meant to allow Comcast digital video subscribers to use it as a guide, program their DVRs, search for shows in the On Demand catalog, view streaming content, create watch lists and access social networking sites to share the viewing experience.
In the press release Comcast noted that the last 3 features will be coming soon. Of these, the viewing feature on the iOS devices is the most interesting, as it will allow authenticated subscribers to view available content wherever they may be. That's the vision of TV Everywhere, and it's good to see Comcast bridging its content to non-Comcast set-top boxes (which is actually quite a rarity in the cable TV business). It's also an example of how Comcast will, in a sense, be going over the top of other pay-TV operators, when its subscribers watch video outside of Comcast territories.
Categories: Cable TV Operators, Devices, Mobile Video
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SpotXchange Rolls Out Real-Time Bidding Application
Video ad network SpotXchange is introducing SpotMarket RTB this morning, an application that offers real-time bidding for online video ad placements.
Using SpotMarket RTB, advertisers, agencies, ad networks and demand side platforms can buy ads on an impression-by-impression basis in SpotXchange's auction-based market which includes 700+ publishers.
Targeting can be refined using SpotXchange's own behavioral targeting and retargeting tools and/or any third-party data sources. Using SpotMarket RTB, advertisers are able to increase their campaigns' performance by reducing waste and focusing on those sites with the best conversion results.
Categories: Advertising, Technology
Topics: SpotXchange
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