VideoNuze Posts

The NY Times is currently running a huge, 3-part, page 1 expose on ESPN's transformative role in college football. It's a must-read for anyone interested in a behind-the-scenes, in-depth account of how the sports network's massive financial strength has completely changed college football, from game day and time scheduling to conference re-alignments to how star players are created. Even more broadly, the article speaks to the pervasive role college football now plays in American higher education.

A key focus of the first two parts, here and here, is the willingness of particular schools (e.g. Texas Christian, Boise State, Louisville) to play weekday night games in order to provide ESPN live football throughout the week. Various representatives of the schools are quoted recognizing the coverage they received from ESPN as being critical to raising their schools' visibility and profiles. For ESPN, importantly, these mid-week games and assorted promotional activities showcased for still other schools how valuable being a flexible partner for ESPN can be.

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My partner Colin Dixon and I are taking a Friday off from our weekly podcast, but we we'll be back next Friday, August 30th for our 193rd edition, the last one of a very busy summer.

The Internet has been buzzing this week with the idea that Google may bid for the NFL's Sunday Ticket package, which is with DirecTV through the 2014 season. The root of the buzz is a story in AllThingsD that NFL commissioner Roger Goodell met with Google's CEO Larry Page and YouTube's head of content Robert Kyncl and that one of the things they discussed was Sunday Ticket.

Did they seriously discuss Sunday Ticket or was it the last item on a list of things they were spitballing? Who knows. But let's assume for a moment that Google actually WAS interested in Sunday Ticket. Could it happen and does it make sense?

There's certainly no financial impediment for Google. DirecTV pays about $1 billion/year currently. Even if Sunday Ticket's value increased by 50% (which is less than the 60-70% increases the broadcasters and ESPN paid to renew their NFL deals in the past 2 years), it would still be small change for Google. Rather than the money, I see at least 5 big challenges Google (and the NFL) would have to surmount:

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One of the big trends in the online video world these days is big independent video providers seeking to expand their distribution and monetization beyond YouTube while controlling more of their own destinies. The trend is gaining further momentum as the WSJ is reporting that VEVO intends to launch its music app on Apple TVs and Samsung Smart TVs, and AllThingsD is reporting that Maker Studios is acquiring Blip.

According to comScore's July online video rankings, VEVO was the top-ranked YouTube partner, with 47.6 million unique viewers and 581.9 million videos, while Maker Studios was ranked third, with 28.6 million unique viewers and 530.7 million videos.

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TiVo has introduced its new line of DVRs dubbed "Roamio," and among other new features, the highlight is out-of-home streaming (note the caveats below). Out-home-streaming means that users with a Roamio DVR will be able to access their stored content on iOS devices (and Android at some point too), effectively unlocking content from the DVR itself.

Out-of-home streaming extends in-home streaming and downloading that have been available via the TiVo Stream device. I've been using Stream since last year and is one of my favorite devices, enabling me to download content before making a trip and then watch when not connected, a great benefit. The 2 higher-end Roamios (Plus and Pro) have TiVo Stream built in, while the base model does not.

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I'm pleased to present the 192nd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

In this week's discussion, we talk more about the unexpected role that Netflix and Amazon are playing in the CBS-Time Warner Cable retransmission consent dispute, which has knocked CBS off the air in major markets like NYC, LA, Dallas and elsewhere. As I wrote earlier this week, though "retrans" disputes have become commonplace, a new wrinkle in this particular one is that digital distribution rights are actually the main sticking point.

Having made lucrative digital deals with both Netflix and Amazon, CBS is justifiably reluctant to simply throw digital access to its programs into a deal with TWC, as it has in the past. The standoff highlights the uphill battle that pay-TV operators are having gaining content rights for their TV Everywhere services, which remain like Swiss cheese, with major holes in program availability. It also underscores the transformational role OTT powerhouses like Netflix and Amazon are having on the broader TV industry.

Further, Colin believes there's an opportunity for new market entrants (e.g. Intel Media, Sony, Apple, Google, etc.) to bid for both digital and linear rights, and then package access for consumers in inventive new ways. Colin sees broadband's lower cost of delivery creating a big advantage for these new players. I'm skeptical however, noting that the huge expense involved in licensing content and promoting a service from scratch would more than outweigh delivery savings. But, with so much change happening in the market these days, nothing can be counted out.

Click here to listen to the podcast (19 minutes, 25 seconds)

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Taboola and Kaltura have released the results of a poll taken during a recent webinar they conducted, in which attendees (content publishers and advertisers) were asked about their interest in using paid recommendations/native advertising to build their video viewership. The poll found that while 27% currently use paid recommendations/native advertising, 95% said they would "consider switching from  marketing their videos using traditional advertising to paid recommendations/native advertising in the next few years."

(Note a couple of caveats here: the sample size was just 34 respondents, so the results are more directional than statistically significant. Also the webinar itself was focused on content recommendations, so presumably those attending were already interested in the topic.)

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StudioNow, which produces custom video through its network of video professionals, has launched a new program dubbed "EXTRACREDIT." As Leslie Darling, StudioNow's SVP of Sales and Marketing explained to me, the program formalizes activities StudioNow has long been involved with, creating custom videos for online ad campaigns and brand marketing. StudioNow estimates it created video to support over $75 million in video campaign buys in 2012.

Now, with EXTRACREDIT, StudioNow is looking to formalize how it works with media companies, agencies and brands. Leslie sees StudioNow helping support campaign buys with its production services gaining a dedicated portion of the campaign's media spend. Leslie believes this can be a differentiator for all parties and creates unique new value in the ecosystem. In other words, to the extent that brands want to create and run different video online than their 15 and 30 second TV spots, StudioNow is there to help.

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