Richard Bullwinkle Chief Evangelist, Macrovision
Colin Dixon Practice Mgr Broadband Video, The Diffusion Group
Brad Pelo CEO, i.TV
Jason Meil EVP Innovations, Initiative
Marcia Zellers Digital Media and Entertainment Consultant
12% of broadband users are watching 25% of their tv online.
hulu is running xbox
netflix on xbox.
Move networks 100k client registrations/ day - 86 mins at a time.
Fact or crap: the only way max reach is syndication - aggregation is dead. Meil (crap): syndication is part of any plan they put together. There are exceptions: if you're big enough - there are advantages to owning categories (recommend to certain brand partners).
Most people go to Youtube to find something specific - they're not browsing. Front page youtube placement gets you a "couple hundred thousand" views.
How to advise which content to syndicate vs agg. Harder to sell the syndication story to content owners.
The internet provides the best medium for non-traditional content owners to reach audiences. Marcia: fact-ish. Feasibility of monetization of this content on the internet.
Starbucks channel online? They could, but it's not their business - they're thinking about it to build brand image.
MPeg4 is the winner . Richard - crap. Netflix, hulu, are proprietary. War isn't over.
Set top boxes have so much horsepower now, it can evolve fast enough to support any standards (eg xbox and netflix). Blueray players, not so much. Marcia: there are other issues getting there: security and privacy issues (bh I don't understand what she's talking about).
There's no one making licensing deals that ISN'T thinking about game consoles.
Apple = closed vertical content model. The only way to make money online? Crap: Netflix has licensed their content on 9M devices so far. Pretty much device agnostic.
Content owners like having as much reach as possible, but depends on consumer adopting more quickly. Over time, device will commoditize - all will basically do the same thing.
The reason the TV model worked, all content was available to all devices, but restricted based on business model. (marcia)
530M pieces of content downloaded by the Xbox 360 since it's introduction.
How does xbox open to allow hulu? Marcia: don't have the answer, but it is THE question.
Xbox isn't a closed system - Apple TV is (bh how is xbox NOT?) (bullwinkle)
Bullwinkle: streaming will become more popular than downloading. DVR days are dead. If content in cloud, user doesn't need to know about codecs (bh not sure how this is true).
apple's days to control the experience are numbered (eg access to hulu and flickr from iTV).
WRT cloud - who becomes the cloud master? (marcia)
Ecosystem is more than just hardware (PC, TV, phone). Also includes distribution (eg. hulu). Apple TV will offer an "app store" like solution - interesting.
Advertising - the revenue being generated is insufficient. Though, think spotify. Pandora, is just house ads.
Lovefilm, iplayer in EU are cash-flow positive. Not so much in the US.
Just as user experience needs to be easy, this thinking needs to apply to advertisers.
Often, destinations make it more difficult than it has to be to "plug in". Hulu did a good job of this.
Network TV worked for a long time, cable is now a subscription model.
Plenty of areas that aren't ad supported (eg text messages). Ads need to be effective. Video ads are effective because they're intrusive.
TV still has mass, but when it ceases to move the needle, advertisers will need to migrate their spend.
The "in" technology is "widgets" (bh on which planet?).
Eg. toshiba is on widget train. If widget provides hulu - great example.
What place to does social networking have on TV? Good way to discover content.
Marcia - EPG - good way to discover content. (electronic programming guide)
Marcia - is the "social network" the EPG?
Retailer involvement in content (eg bestbuy widget when they sell a TV).
If netflix launches before walmart, walmart threatens to pull the DVD off the shelf.
What about special features? BDLive - you can enhance a blueray disk. Expects companies like netflix to license that content.
bryanhurren
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