ENDAVO BLOG

Savvy Content Providers Generating New Cash with Over-the-Top Offerings

By Jason Anderson

My recent trips to industry trade shows and events have revealed a trend. Looks like most content distributors and broadcasters are still reluctant to start syndicating their content beyond the TV. In entertainment biz lingo, producers are afraid they’re stepping over broadcast dollars to grab digital dimes. However, a few content providers aren’t just dipping their toes in the cross-platform waters. These smart folks are diving head-over-heels into a sea of new revenue by pushing content “over the top” to paying viewers on any screen. The Weather Channel and Dori Media are two examples that come to mind.

This week, The Weather Channel settled its long-running dispute with Dish Network over carriage fees and revealed plans to deliver a bevy of new offerings for subscribers online and though mobile devices.  Dish Network Programming VP Dave Shull stated, “This agreement recognizes the importance of cross-platform video delivery, ensuring that our subscribers will have the most detailed local weather information available at their fingertips anytime, anywhere.”

On the distributor front, Dori Media is well on its way to bringing in digital cash to supplement its broadcast success.  On the heels of digital telenovela Amanda O, Dori will soon launch a subscription-based video on demand platform aimed at U.S. Hispanic audiences and viewers throughout Latin America. By branching out and distributing their content to more screens, Dori is able to generate new revenue and build distributor brand identity. Ah, the joys of multi-screen syndication!

I understand how difficult it can be to step out of a comfort zone, but TV-only syndication is quickly becoming a thing of the past. And, as more viewers start turning off their TVs and turning on their mobile devices and PCs, they expect the content to follow. It’s time to embrace change and offer cross-platform, over-the-top syndication directly to viewers, on all screens.

Content Shopping – Making the Digital Leap

By Jason Anderson

With MIPTV in Cannes (and a cloud of Icelandic volcanic ash) behind me, I’ve become fully aware of the need for savvy distributors and broadcasters to do more with their content sales and delivery strategy. 

The fact is -- online video viewing continues to rise. Google alone saw 13 billion video views in March, according to comScore, but it’s up to the content producers, broadcasters and distributors to make the most of this growing popularity.

While many distributors and networks offer easy online access to their shows, most are still mailing content screeners on DVD . That method makes it difficult to obtain the most basic feedback from the potential audience. Did the recipients watch the content? How many times? How long did they watch?

There is a much better way.

Consider the cost-savings and strategic value of managing and tracking all of your digital media, including trailers and full episodes through a single media management system.  No reason to overnight 30 DVDs to a prospects, or to waste any more time uploading trailers for not-so-easy access via FTP and otherwise. 

Just upload your content once into a secure library. Next, let buyers watch content online or download it for later viewing. Then, track what they view or download, how long they watch it and much more. 

Not only will you save money, but you will gather real-time data to help increase sales and fine-tune production budgets.

Consumers are clamoring for a seamless, cross-platform viewing experience, and content buyers are increasingly demanding access to your programming anywhere and on any screen.  Be sure to meet buyers’ needs in a way that fuels immediate sales and provides invaluable data for the future. It’s your content. Why not simultaneously maximize the return on your investment and minimize the effort required, by using a media management system?

Day 2: IPTV World Forum Buzz

Day 2 has now come to a close at the IPTV World Forum 2010 in London. And we were somehow able to snap a photo of our CTO Scott Bell sitting down—the first time all day.

Scott and CEO Paul Hamm spent the day demonstrating the integration of our media management system with AirTies hybrid set-top-box. It offers telcos, content producers and broadcasters the power of OTT videos services, and there is plenty of “buzz” about OTT at the booth.

• Visitors are already sold on the business potential of OTT video services. They’re focused on finding the best solution, one that integrates all the pieces of the equation, and Endavo/AirTies is an example of how it all comes together.
• They like the fact that Endavo/AirTies offers access to content already packaged and ready. They need content, beyond IPTV, and they want an easy way to acquire, manage, deliver and monetize it.
• AirTies users note its UI speed and ease of use, and they certainly like the integrated home networking and wireless access capabilities when it comes to their OTT set-top box offerings.
• Overall, flexibility, ease of deployment, ease of use (consumer QoE), and access to content/services beyond IPTV are major factors being cited as important to operators evaluating OTT solutions.

Now that the day is over, we finally get a chance to truly sit back, relax and watch some OTT-TV. Until tomorrow…

Day 1: Going Over-The-Top at IPTV World Forum

Day 1 is over at the IPTV World Forum in London and we’re off to a great start. We’ve teamed up with wireless networking vendor AirTies this week to showcase our solution for over-the-top (OTT) video services. The world of online video is changing—and we’re right in the thick of this evolution of technology and entertainment. Talk about exciting times.

It’s been non-stop for our CEO Paul Hamm, pictured below with AirTies CEO Bulent Celebi. Paul’s been meeting with content producers, broadcasters, telcos and other industry representatives and sharing new ways to reach more people, in more places, with more ways to monetize by offering OTT video services. Throughout the day, people from around the world have been viewing the AirTies hybrid demo of OTT and digital video broadcasting (dvb-t) supported by our Endavo Media Management System. I think it’s safe to say, OTT is going global.

So syndicating the planet…here we come (that is, right after we grab some fish 'n' chips).

 

IPTV World Forum 3-Day Experience

Day 1: Going Over-The-Top at IPTV World Forum

03/24/2010- Day 1 is over at the IPTV World Forum in London and we’re off to a great start. We’ve teamed up with wireless networking vendor AirTies this week to showcase our solution for over-the-top (OTT) video services. The world of online video is changing—and we’re right in the thick of this evolution of technology and entertainment. Talk about exciting times.

It’s been non-stop for our CEO Paul Hamm, pictured with AirTies CEO Bulent Celebi. Paul’s been meeting with content producers, broadcasters, telcos and other industry representatives and sharing new ways to reach more people, in more places, with more ways to monetize by offering OTT video services. Throughout the day, people from around the world have been viewing the AirTies hybrid demo of OTT and digital video broadcasting (dvb-t) supported by our Endavo Media Management System. I think it’s safe to say, OTT is going global.

So syndicating the planet…here we come (that is, right after we grab some fish 'n' chips).

 Day 2: IPTV World Forum Buzz

03/25/2010- Day 2 has now come to a close at the IPTV World Forum 2010 in London. And we were somehow able to snap a photo of our CTO Scott Bell sitting down—the first time all day. 

Scott and CEO Paul Hamm spent the day demonstrating the integration of our media management system with AirTies hybrid set-top-box. It offers telcos, content producers and broadcasters the power of OTT videos services, and there is plenty of “buzz” about OTT at the booth.

• Visitors are already sold on the business potential of OTT video services. They’re focused on finding the best solution, one that integrates all the pieces of the equation, and Endavo/AirTies is an example of how it all comes together. 
• They like the fact that Endavo/AirTies offers access to content already packaged and ready. They need content, beyond IPTV, and they want an easy way to acquire, manage, deliver and monetize it.
• AirTies users note its UI speed and ease of use, and they certainly like the integrated home networking and wireless access capabilities when it comes to their OTT set-top box offerings. 
• Overall, flexibility, ease of deployment, ease of use (consumer QoE), and access to content/services beyond IPTV are major factors being cited as important to operators evaluating OTT solutions.

Now that the day is over, we finally get a chance to truly sit back, relax and watch some OTT-TV. Until tomorrow…

Day 3: An Over-The-Top Overview at IPTV World Forum 2010

03/26/2010- IPTV World Forum 2010 has come to a close and while we make our way back across the Atlantic, we leave knowing that the OTT video revolution is in full swing around the globe.

It was no surprise that most everyone at the show “gets” OTT. But the market is still struggling to marry up IPTV with OTT to create business and delivery models that make sense, and then figure out where they play in the new converged world. As we demonstrated with AirTies, the trend is toward hybrid OTT and IPTV. One thing is for certain, however. Everyone needs content AND a platform. So while the market understands that the OTT/hybrid delivery model is there, a big concern is getting content into it. This of course is good news for Endavo as it is core to our solution. In fact, when Massimo Marinelli from UBS Investment was asked where he’d invest $100 million in the media services arena, he said content distribution platforms.

Another big take away from the Forum was the desire for an iPhone-like consumer experience on the TV. In order for the Internet to truly make its way into the TV realm, there needs to be more widgets, apps and sites designed specifically for IPTV. For telcos, they have an advantage in this because they own the pipes to manage OTT/hybrid service delivery to deliver a better quality user experience. In fact, SoftAtHome, which Endavo demonstrated with on the Etisalat booth during the Gitex event, is already doing this. The company showcased a new version of its application that has more of an iPhone-like experience. SoftAtHome is saying, “instead of trying to build services around the current TV experience, we need to build a new experience on the TV (like the iPhone) that happens to include TV.”

Three-screen is still hot—as it gives operators an opportunity to increase user base, activity and average revenue per user (ARPU). And while the best ways to monetize content are still being debated, paid is winning out over ad based as the preferred model. Free content is being replaced with a freemium model, which offers a mix of free services with intent to up-sell to premium services.

While OTT is still defining itself as a market, the keys to success are apparent: Quality content, interactive features and the ability to watch anywhere, at any time, and on multiple screens. Sounds like a job for Endavo…as we continue our mission to syndicate the planet.

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.

Lessons from Space and Xbox 360’s Sky Player

By Jason Anderson 

“Houston, we have a problem.”

Those famous words by astronaut Jim Lovell on the ill-fated Apollo 11 mission should never be spoken of your online, mobile or IPTV content distribution. Whether you’re a niche content producer or a major media company, proper planning will reduce hiccups and help you launch and manage your online efforts.

The folks at Xbox 360 in Europe are learning about proper pre-planning the hard way, perhaps with Jim Lovell’s voice ringing in their ears.

Xbox 360 recently launched Sky Player, which as this article relates, allows Sky TV subscribers to access live and on demand content. Sky Player is also available to non-Sky TV customers for £15/month.

Demand has been so high that Xbox 360 has been forced to suspend the service while they upgrade their network capacity. In fact, they’re now implementing a phased rollout to protect against future outages.

As you launch your online, mobile or IPTV offerings or as you ramp up to a bigger and better audience, be sure to plan for success by choosing a platform that can handle major traffic and includes “roll up your sleeves” support to quickly tackle issues on the road to generating revenue and distributing your content. Frankly, relying heavily on so-called ‘free services’ such as YouTube and Blip.tv may appear to save you money in the near-term, but your long-term goals can suffer due to slow performance at peak traffic times, lack of real-time technical support and more.

Thankfully, Lovell and friends made it back to earth unscathed. And though the jury’s still out on whether Sky Player will overcome their initial stumbles, both tales illustrate the need for better upfront planning. Be sure to learn from their missteps and lay a firm foundation to accomplish your online, mobile or IPTV goals.

Endavo Speaks at PDMA Brand Marketing Conference

By Shaun Pope

With a little help from my friend Kelvin G., I spoke at the Product Development & Management Association (PDMA) Brand Marketing Conference. Hot off the set of "Zombie Truckers 3," Kelvin G. took time to share his insights with the group -- including a nod to pitchman Tony Little and his hit product the Gazelle.

Check out his clip:

What Kelvin G. understands, that a lot of product managers and brand marketing types don't, is that social media marketing is all about content. That's right. Social media = participation. Participation = content. Content, specifically relevant and engaging content, has become the currency of social media. The more of it you produce, deliver and promote, the more influence you can create for your brand.

One of the points I made during my presentation was the disconnect that many businesses seem to have when it comes to video. I mean, almost everyone has a video camera at home, posts movies online for their family to share, and in some cases does some basic editing to clean up the finished product. But that same person never thinks to bring their camera on a client visit to get a video testimonial, or to the trade show booth or to the product manager's office to get product tips and tricks to share with clients. Content is everywhere, you just need to capture it before it's gone.

And before you ask -- Yes, I did shoot video from the event.

You can see it here:

Honestly, your business, products and colleagues are creating content opportunities everyday. This is content that your clients and prospects want to see, as evidenced by an April 2009 Nielsen report. Best of all, they don't  care too much about professional-grade production value or special effects... they just want to engage with your brand. So, create a content plan with that in mind.

We've all heard about Consumer- or User-Generated Content (UGC). But, I believe the next big wave in online video will be Business-Generated Content (BGC). Companies that start hiring content strategy experts, and investing in basic in-house video production capabilities will be poised for success. They will be able to deliver more engaging content and communicate faster than their competitors. Sadly, those waiting to "figure it out," or dismiss online video as a fad, will be left behind. Video content will be a key component for any successful multichannel marketing campaign.

Some examples of companies doing it right include:

• MarketLeverage Video Channel: Uses video to communicate with members of its referral marketing network, promotes premium merchants to special promotions to affiliates.

• TurfNet: Creates original video content and regularly delivers it online to increase membership engagement and promote key association sponsors.

• Numara Software: Uses video to educate clients and prospects on product features and benefits. Extensive collection of client testimonials that bring instant credibility to their brand.

The writing is on the wall. If you're a brand manager or product marketing director that doesn't understand the importance of online video, do something before it's too late. Take my word for it -- now is the time to build a video strategy that's inline with your overall branding goals. Think of new, creative and cost-effective ways to gather and distribute video content. Become a video "rock star". Your customers will love you for it, and your CEO and CFO will come around soon enough.

You can follow me on Twitter @ShaunPope, or connect with me on LinkedIn.

Mom was right. It’s nice to share.

By Pete Contardo

Whether it’s some sick zombie clip, a cute puppy video, or another one of those fake viral commercials, today’s online video scene is full of content for all types of people. But where’s the fun in finding a cool video and then not being able to share it with anyone?

Research shows that 1/3 of all online videos are shared, according to a study by Yahoo! and other large media companies. So, it still baffles me when I come across a great video on a site that doesn’t support sharing or other social networking features. Now, more than ever, viewers don't want to keep their favorite content a secret. They just can’t wait to share it, post it or mash it!

Best of all, great things can happen when a viewer shares your video. They become an ambassador for you, strengthening not only their relationship with your brand, but also engaging others to do the same. You can effectively reach more of your target audience, in a more direct and personal way. And any of their “friends” who receive an invite to view your video are more likely to accept the message because it came from someone they trust, and in turn they learn to trust you. Similarly, if someone embeds your video on their site or social network page, it can have the same effect by exposing your content to their friends.

These days, customers have come to expect sharing features with their media content, especially when it comes to video. So, make sure your platform has the right features. Before you know it, your viewers will be sharing their favorite videos and you can just sit back and enjoy the benefits. (But sometimes it doesn't hurt to remind your customers to share, just like Kelvin G. does before one of his clips...)

So, be nice and remember what your mother taught you-- and make it easy for everyone to share.

It's time to put some “Service” back in your Platform

By Pete Contardo

You have many choices when it comes to trying to find an online video (SaaS or PaaS) solution that’s right for your content and business strategy. From a pure technology standpoint, adding a video to your website is easier than ever before. In fact-- it’s so easy a marketing person can do it! (Hey, I can get away with saying this because I am that marketing person.)

But a successful online video strategy requires more than just embedding video on your website. So why are so many platform vendors moving towards a “self-serve” model? Do they really think that all that’s needed is to fill out an order form, enter a credit card, and your Internet TV platform is fully operational and optimized to your business and marketing goals? You don’t even have to speak to a person. Seriously?

And what happens when you want to explore a new distribution channel or advertising opportunity, add a new feature, or just need some expert online video advice? Will you be satisfied with an auto-reply email form? Some may only want to work with the more “popular” vendors in the market. But is bigger really better when it comes to Internet TV platforms? Do you prefer working with an 800-pound gorilla or a real human being?

At Endavo Media, we take a different approach. I like to say that we built our business on a “Service-as-a-Platform” philosophy. Sure, we offer our own version of a hosted online video platform that enables you to manage, deliver and monetize your content and branded video services. It actually stands up on its own quite well. But rather than just taking your credit card on some website form, our dedicated business development specialists provide insights into the current online video market and can guide you in launching a web video strategy that satisfies your business needs. In addition, our dedicated Client Support Team is always there for you on the phone, chat, and of course by email as well.

So if you are in the market for an online video solution, you may want to ask the vendors you are evaluating about the level of service that comes along with their software or platform…that is, if you can reach them.