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SXSW2009 - Beyond Apple TV: Next-Generation Systems for Acquiring Content

  • 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
    by bryanhurren at 3/17/2009 4:28:10 PM
  • 12% of broadband users are watching 25% of their tv online.
    by bryanhurren at 3/17/2009 4:31:50 PM
  • hulu is running xbox
    by bryanhurren at 3/17/2009 4:31:56 PM
  • netflix on xbox.
    by bryanhurren at 3/17/2009 4:32:13 PM
  • Move networks 100k client registrations/ day - 86 mins at a time.
    by bryanhurren at 3/17/2009 4:32:42 PM
  • 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).
    by bryanhurren at 3/17/2009 4:39:36 PM
  • Most people go to Youtube to find something specific - they're not browsing. Front page youtube placement gets you a "couple hundred thousand" views.
    by bryanhurren at 3/17/2009 4:40:21 PM
  • How to advise which content to syndicate vs agg. Harder to sell the syndication story to content owners.
    by bryanhurren at 3/17/2009 4:41:45 PM
  • 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.
    by bryanhurren at 3/17/2009 4:43:23 PM
  • Starbucks channel online? They could, but it's not their business - they're thinking about it to build brand image.
    by bryanhurren at 3/17/2009 4:43:51 PM
  • MPeg4 is the winner . Richard - crap. Netflix, hulu, are proprietary. War isn't over.
    by bryanhurren at 3/17/2009 4:46:16 PM
  • 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).
    by bryanhurren at 3/17/2009 4:50:35 PM
  • There's no one making licensing deals that ISN'T thinking about game consoles.
    by bryanhurren at 3/17/2009 4:51:30 PM
  • 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.
    by bryanhurren at 3/17/2009 4:52:58 PM
  • 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.
    by bryanhurren at 3/17/2009 4:54:55 PM
  • The reason the TV model worked, all content was available to all devices, but restricted based on business model. (marcia)
    by bryanhurren at 3/17/2009 4:55:26 PM
  • Netflix is getting a lot of love in the Beyond AppleTV panel #sxsw
    by doogsatx via twitter at 3/17/2009 4:55:35 PM
  • 530M pieces of content downloaded by the Xbox 360 since it's introduction.
    by bryanhurren at 3/17/2009 4:56:10 PM
  • How does xbox open to allow hulu? Marcia: don't have the answer, but it is THE question.
    by bryanhurren at 3/17/2009 4:57:17 PM
  • Xbox isn't a closed system - Apple TV is (bh how is xbox NOT?) (bullwinkle)
    by bryanhurren at 3/17/2009 4:58:13 PM
  • 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).
    by bryanhurren at 3/17/2009 4:59:23 PM
  • apple's days to control the experience are numbered (eg access to hulu and flickr from iTV).
    by bryanhurren at 3/17/2009 5:00:05 PM
  • WRT cloud - who becomes the cloud master? (marcia)
    by bryanhurren at 3/17/2009 5:01:01 PM
  • Ecosystem is more than just hardware (PC, TV, phone). Also includes distribution (eg. hulu). Apple TV will offer an "app store" like solution - interesting.
    by bryanhurren at 3/17/2009 5:02:16 PM
  • Advertising - the revenue being generated is insufficient. Though, think spotify. Pandora, is just house ads.
    by bryanhurren at 3/17/2009 5:03:52 PM
  • Lovefilm, iplayer in EU are cash-flow positive. Not so much in the US.
    by bryanhurren at 3/17/2009 5:04:22 PM
  • Just as user experience needs to be easy, this thinking needs to apply to advertisers.
    by bryanhurren at 3/17/2009 5:04:55 PM
  • Often, destinations make it more difficult than it has to be to "plug in". Hulu did a good job of this.
    by bryanhurren at 3/17/2009 5:05:22 PM
  • Network TV worked for a long time, cable is now a subscription model.
    by bryanhurren at 3/17/2009 5:06:54 PM
  • Plenty of areas that aren't ad supported (eg text messages). Ads need to be effective. Video ads are effective because they're intrusive.
    by bryanhurren at 3/17/2009 5:08:11 PM
  • TV still has mass, but when it ceases to move the needle, advertisers will need to migrate their spend.
    by bryanhurren at 3/17/2009 5:10:25 PM
  • The "in" technology is "widgets" (bh on which planet?).
    by bryanhurren at 3/17/2009 5:11:39 PM
  • Eg. toshiba is on widget train. If widget provides hulu - great example.
    by bryanhurren at 3/17/2009 5:13:34 PM
  • What place to does social networking have on TV? Good way to discover content.
    by bryanhurren at 3/17/2009 5:15:33 PM
  • Marcia - EPG - good way to discover content. (electronic programming guide)
    by bryanhurren at 3/17/2009 5:16:01 PM
  • Marcia - is the "social network" the EPG?
    by bryanhurren at 3/17/2009 5:16:19 PM
  • RT @doogsatx: Panelists anticipating app store for the AppleTV within "the next quarter or two". Hulu please! #sxsw
    by dancosta via twitter at 3/17/2009 5:16:41 PM
  • "You buy it because you want to shoot aliens and then you realize it can stream Netflix." --Richard Bullwinkle , Macrovision. #SXSW AppleTV
    by dancosta via twitter at 3/17/2009 5:16:53 PM
  • "The XBox 360 is a classic Trojan horse box." Richard Bullwinkle , Macrovision. #SXSW AppleTV
    by dancosta via twitter at 3/17/2009 5:16:57 PM
  • All the things that are on the beyond appletv panels wish list already exist with @boxee. #sxsw
    by justwhite via twitter at 3/17/2009 5:19:31 PM
  • Retailer involvement in content (eg bestbuy widget when they sell a TV).
    by bryanhurren at 3/17/2009 5:21:59 PM
  • If netflix launches before walmart, walmart threatens to pull the DVD off the shelf.
    by bryanhurren at 3/17/2009 5:22:23 PM
  • Beyond AppleTV - at the end of the day it has to be about the value add to the consumer...#sxsw
    by doogsatx via twitter at 3/17/2009 5:22:32 PM
  • What about special features? BDLive - you can enhance a blueray disk. Expects companies like netflix to license that content.
    by bryanhurren at 3/17/2009 5:25:18 PM
  • Hardware and software aren't issues - it's the standards. Have you checked out boxee?
    by bryanhurren at 3/17/2009 5:27:29 PM
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