ENDAVO BLOG

Lights, Cameras, OTT Action: A Look Back at Digital Hollywood 2010

By Brent Grablachoff

If OTT were a movie in the making, then Digital Hollywood 2010 in Santa Monica was an all-out cast party. Key players assembled from all over the digital media, entertainment and film spectrum—representing everything from software, hardware and services to actors, freelancers and industry professionals. This was definitely the place to be this week. Friendships were formed, partnerships were made, and businesses learned from each other.  

A group of us attended the event as an exhibitor, and our own CEO Paul D Hamm spoke on a panel about the “Models for Change.” Throughout the conference, change seemed to be a common theme. Almost everyone we spoke to wanted to know what will be next in the digital media space, and how they can capitalize from it.

Some main takeaways from Digital Hollywood:

The fourth screen. We’ve all been talking three screens, and now with the immersion of the iPad, we’ve got another. The iPad has sold 1 million devices in a faster timeframe than Apple’s original iPhone offering. This could pose new opportunities for advertisers and everyone in digital media to find new ways to monetize. 

Mobile still key. As with the last few shows we’ve attended—Streaming Media West, OMMA Video and NAB—speakers emphasized the importance of mobile for businesses. Whether it’s offering content designed for mobile devices, offering mobile-specific advertising campaigns, or developing software or ‘apps,’ the sure thing is that a mobile strategy can be key to growth.

Over-The-Top. People are now embracing the importance of OTT. We’ve been talking OTT for the past 6 months. Now, it seems like most in the market understand the way we consume content, the way content producers make money and the way networks deliver content continues to evolve. Many of the event’s speakers shared our projections for OTT being a commonality among telcos and cable companies in the next 2 to 3 years. This will ultimately give consumers more control over how they view content and where they view it.

Overall, the spotlight was on OTT this week as Digital Hollywood rolled out the red carpet for all things Over-the-Top and multiple screens. So based on the “box office numbers” from this conference, OTT is headed for blockbuster status - coming soon to three (or four) screens near you.

NAB Day 2: War on the Floor (and a little 3D)

By Pete Contardo

Endavo was asked to participate in NAB/BEA’s War on the Floor, an Amazing Race-type scavenger hunt where two teams explore the NAB exhibit hall to learn all the major steps in the content life cycle. CEO Paul Hamm shared information with one of the teams on Endavo’s role in content management, distribution and monetization, highlighting the key features of our OTT Video Services Platform and the opportunity to syndicate content to global telco tv partners. 

Check out the War on the Floor video clip:

Quick Observations on 3D:

After attending a special event showcasing the latest 3D offerings, there certainly seems to be momentum building on the content production and distribution technologies available to accelerate the adoption of 3D displays (and the commercial success of Avatar certainly doesn’t hurt the business case either). Hearing that Best Buy sold out of their initial Panasonic 3D bundle also shows that there is sufficient demand from early adopters. And who knows, maybe the best indication that the market may just may be ready to take off: We picked up a catalog at the event filled with multiple pages of “designer” 3D glasses now available to consumers. Guess folks want to be stylish even when sitting in their own living room.  Now all this still doesn’t necessarily mean that the typical consumer is ready, willing or able to go out and purchase a new 3D TV, but at least the tools for driving 3D content creation and viewing are in place.

Will You Watch Me Now? Where Content Producers Can Find Their Audience

These days, being a content producer certainly has its opportunities and challenges. On the up side, viewers are now able to access hours and hours of video content, whenever and wherever they want. But, with all that content out there, it's tough work getting your audience to notice you. Video consumption is way, way up, and the competition is fierce. Cisco forecasts that U.S. bandwidth consumption is headed for 15 Terabytes per user each month. That’s around 3,750 DVDs-worth of data associated with video viewing (for one user, for just one month). As consumption soars, content producers must try harder to reach target viewers.

One way to gain an advantage is to stay ahead of audience demands. According to a recent Pew Internet study, an overwhelming majority of Americans (92%) use multiple formats for getting news. Here are the key findings:

• Multiple Formats: 46% of Americans say they get news information from four to six media platforms on a typical day. Just 7% get their news from a single media platform.
• Mobile: A third of cell phone owners now access news via their phone
• Interactive: More than a third (37%) of Internet users have contributed to the creation of news, commented about it or disseminated it through postings on social media sites. And about 75% of online news consumers say they get news forwarded through email or posts on social networking sites.
• Personalized: 28% of Internet users have customized their home page

And it’s moving in the same direction for video. Viewers want to watch content whenever they want and delivery to multiple screens is expected. So, you need to be thinking not just about producing great content, but also about putting it in the form and format that your audience wants. This is how you can rise above the noise and find (and connect) with your audience.

OTTCon 2010: Go Over-The-Top!

By Brent Grablachoff

Early this February, I packed my bags and headed to San Jose, California, for OTTCon 2010. These days, everyone is trying to figure out where the Internet TV revolution is headed. Many folks were looking for a simple answer to the big question, “What is the role of OTT in the rapidly-changing world of TV,” while others wanted to know, "What device will emerge as the "entertainment box of choice? ...or is a box even the best solution?”

Speakers and industry pundits at the conference discussed their view of Over-The-Top and how they envision Internet TV being delivered. Although the majority of presenters had great solutions for certain pieces of the puzzle, no single company really offered a full end-to-end turn-key solution.

Some of the major topics of interest at the conference were:

• The emergence of Blu-ray players as a preferred OTT delivery solution
• Quality of Service (QoS) and how network service providers (telcos and MSOs) can guarantee a superb user experience over a managed network
• Best-efforts Internet vs. delivering your content through a predictable medium
• TV Everywhere and the ability to distribute video content to PC, TV and mobile devices

Some of the major concerns and areas of opportunity that were commonly shared among network service providers were:

• Monetizing video content remains a key focus
• Providers want their content delivered to as many subscriber devices as possible
• Ability to deliver HD or better quality content with no buffering, e.g. Smooth Streaming, Adaptive Streaming
• Improving the end user’s experience
• Giving their subscribers more options and flexibility
• Controlled distribution of content via authenticated devices

Consumer expectations are already being set with initiatives like TV Everywhere, and although the technology already exists to broadcast to multiple devices, the total experience must first be integrated and seamless. Ultimately, the end user should be able to casually turn on their linear TV channel, or browse through a VOD library from various content sources, without any drop in the experience. If you’re away on vacation or out on business with your laptop, you should be able to enjoy your video content wherever you are, with TV, netbook or mobile phone. It takes something like enhanced OTT video services, which combine the benefits of managed network delivery of IPTV with the interactivity of the Internet to address this opportunity. Ideally, your audience should be able to watch their TV channels and VOD content anywhere, anyplace, anytime, on any device…delivered with sufficient QoS to meet their expectations.

With new technology comes a new set of questions and concerns, but the age-old success formula remains the same -- listen to your customers, give them the experience that they want, and you’ll be providing real value as a business. It's a real win-win situation…if you can deliver.

Hey, anyone else attend OTTCon this year? Have something to say or want to share your experiences? Just send me an email.

Takeaways From Streaming Media West & Online Video Platform Summit ’09: Part 1

By Brent Grablachoff

Many here at Endavo Media recently attended Streaming Media West and Online Video Platform Summit ’09, a three-day conference rich with live demonstrations, expert speakers and business-building opportunities for professional video content producers, video technology companies and online video platform providers. I spoke with countless industry experts, providers, producers, and attendees, all of which helped confirm problems the online video industry is experiencing, and the need for solutions for future digital media delivery systems.

Because there is so much conference information to share, I’m providing the first of a two-part blog post in hopes to educate and inform you of the latest happenings in our digital world. Today I’m writing on 3-Screen Delivery and Mobile Video Delivery. Next week I’ll conclude with Paid/Premium Content, Detailed Video Analytics and Live Streaming.

3-Screen Delivery (PC/Mobile/IPTV)

Mobile delivery was the most widely discussed topic with 3-Screen Delivery not far behind. Three-Screen Delivery is simply another way to describe the ability to publish digital media to the computer, mobile phone and TV. While interest in IPTV was somewhat tempered, many telecommunications companies with whom I spoke was touting set-top box and its importance in the future of online video delivery.

Most experts believe telecommunications providers, cable companies, and global broadcasting companies will be offering “TV Everywhere” by 2013.

Mobile Video Delivery

Being a sports nut and former college football player, there have been countless sporting events I missed because I was away from a TV or Computer, or my cable company wasn’t airing that particular game. Rejoice! I no longer have to worry about that.

Today we can simply enter the mobile URL of your favorite sports video Web site and catch the game live or on-demand from a mobile phone. No doubt mobile video delivery has arrived and is capturing tons of viewership!

While most conference exhibitors seemed focused on standard video delivery to Web sites, we saw heavy interest in vendors promoting mobile video delivery. Content producers were seeking an easy and effective solution to distribute content to mobile phones. Also, there was considerable talk about piracy and illegal downloads of content—that’s always a concern of video content producers. But rest assured, there are measures for distributing content safely without limiting its global reach.

Based on feedback and interactions at the Endavo Media booth, and discussions with others at the conference, I believe mobile video delivery will be the HOT TOPIC in the online video world for at least the next six months. 

Be Prepared to Set Sail with Mobile Video Opportunity

According to data from Nielsen Online, visits to web sites from mobile devices grew 34 percent during July 2008 to 2009. What’s more, the growth is spreading beyond the typical early-adopting age bracket of 18- to 34-year-olds. Youths and seniors experienced a surge in growth, according to an article by ClickZ last month. In fact, users over 65 years old saw a remarkable 67 percent growth (although the base amount started off very low).

So, where are you with your strategy to move beyond your online video platform to embrace the opportunity with mobile delivery? Even if you don't think your content or customers would be a perfect fit for mobile just yet, the mobile user population is growing and should be given serious consideration in your strategy.

The evidence of recent mobile video trends were clearly shown at Streaming Media West and the Online Video Platform Summit in San Jose last week with many demonstrations focused on delivering content to the mobile screen. (On top of this, the number of broadband-enabled devices continues to grow with what feels like everyone getting into the game with their own set-top box. Hey, even Flip may be entering into the space.)

But before you go jumping headfirst into the deep end of the “mobile pool,” you’ll want to carefully wade in with a solid strategy for extending your brand and content to each screen. It’s too easy to get caught up in the latest wave of features, specs and codecs being tossed around as if the technology alone is the solution. Your business goals need to be front and center when defining the requirements you seek for your mobile video solution.

Technology needs to be supportive, not the driver, of your strategy for packaging, promoting, delivering and monetizing mobile content for your customers. This approach will help keep you afloat as you begin crafting your mobile video strategy.

Mobile Video Requires Solid Strategy...Just like Online Video.

By Peter Contardo

“It’s like déjà vu all over again.” -Yogi Berra

If you’re considering putting your video content on mobile phones, you may be wondering where to begin. Well, just like when you made the decision to put videos on your website, a good bit of strategic planning can go a long way.

Remember, distributing your content to mobile phones doesn’t automatically guarantee an audience. Whether your goal for mobile video is to build your brand, generate revenue, or both, it is your content that drives success.

Sure, mobile distribution can give you an additional way to connect with your audience, but your content requirements can be very different. What type of videos do you want to deliver? What length? How often? Are they the same or different videos from your main website? Is it premium content for members only? Are they designed to drive people to your main site or stand-alone as an additional service? Or, some combination of it all?

Mobile video distribution can be an effective method to offer your current and prospective viewers a more convenient way to connect with you. However, as with online video, you need to make sure you’ve got your video creation strategy locked down so you have the right videos playing on the right devices. And having a solid strategy that embraces mobile as a second screen becomes even more critical if you are thinking about venturing into the world of three-screen by adding IPTV set-top box distribution. (Or as my friend Kelvin G. likes to say, “three-scream.”)

So remember what Yogi said and develop a solid video creation strategy while you are developing your mobile video strategy. It might just feel like déjà vu, but your audience will thank you.