The Revolution Is Being Downloaded

For proof that the we, the viewers, want to be in charge, look no further than the Summer Olympics. Not only did the opening ceremony in Beijing have a gigantic DVR audience of 3.25 million viewers, but NBC said 40% of its online viewers used the Web to view events they had first seen on TV.

In today’s media environment, consumers have come to expect getting online content whenever they want, from TVs and personal computers to iPods and mobile devices. We, as brand and content owners have two options for packaging and delivering online content for viewer consumption:

1. LIVE STREAMING

Streaming fits well with our PC-centric viewing habits. Streaming is ideal for watching instant clips and user-generated content, like YouTube videos, on a computer. With a broadband connection, streaming is capable of delivering smooth playback, giving us that immediate, “I can get it now” effect.

While watching Michael Phelps repeat his gold medal wins from the comfort of a living room has inherent value for both consumers and advertisers, the real explosion in online media will take place when content becomes available anytime, anywhere. This is the “always on” future, and the enormous popularity of the iPhone is a huge step forward in making it a reality. However, today’s infrastructure cannot handle the streaming demands - at least not for portable content. A recent report by Canaccord Adams concluded that AT&T’s network is reaching capacity due to heavy data traffic usage from the iPhone; in some urban areas, subscribers are having problems making a simple phone call. So, until infrastructure improves, publishers need to provide alternatives to satisfy consumers’ demand for portable content.

This brings us to the second option, downloadable media, which picks up where streaming doesn’t deliver. While not as immediate as streaming, downloadable media gives consumers the flexibility and control they’ve come to expect.

2. DOWNLOADABLE MEDIA

From the DVR to the iPod, viewers prefer downloading their content because it’s more convenient. Downloading gives you the ability to time-shift and place-shift your programs — not just short clips — and watch them on your device of choice, when you want and with no Internet connection required.

This is why downloadable media offers the greatest potential for content owners. The question, as always, is finding a viable business model to support it.

As a publisher, you might assume that downloading is akin to giving away the farm. It looks like untethered media — free from the restraints of distribution channels, time and space — is (maybe) paid for once. A consumer who uses iTunes or LimeWire to download your content disappears into the content jungle, never to be seen again. No tracking opportunities, no way to garner additional revenue.

However, revenue possibilities are actually far richer with downloadable media. Just look at podcasting. Podcasting may not get the attention it used to, but that’s only because it’s become an everyday activity. eMarketer estimates that 65 million Americans will be using it as a distribution channel by 2012. Video and audio podcasts are simply RSS-enabled downloads that afford two big advantages:

A) For viewers, it’s an easy way to get fresh content automatically.

B) For publishers, it offers a built-in syndication platform that reaches audiences across the increasingly fragmented Web and device landscape.

New technology is also making it possible to extend our revenue stream by inserting ads into, say, our podcast programming. Aside from gaining an additional revenue stream, we can receive comprehensive metrics to track results and price future ads more appropriately.

With downloading, barriers to participation are low — even with embedded ads. Consumers have signaled they are agreeable to short ads in return for free premium content, like an MSNBC program.

Podcasting is just the beginning. Once we can track and measure direct, untethered downloads, the media industry may finally be able to unlock all of that great content on the Internet and everywhere else.

Wanted: Your Video Masterpiece by LoftCity

Sign up with this shiny new web studio; set-up shop; produce your next masterpiece, or upload what you have; and they promise to distribute it for 50% of the take. It doesn't get easier than that, especially if they live up to their claims of being able to get it on mobile carriers like Verizon and AT&T, major media sites, your iPod or iPhone, etc., etc....

Plus the distribution is non-exclusive, which is definitely a heart-warmer!




Though the site is VERY new, it is - by first looks - crisply designed, functional, and easy to navigate. A number of people have already occupied a loft, although they seem to be bare to the bone, like mine;) Here is one from Alexia Anastasio, who at least has her picture hanging on the pixie wall.

I will report back about my experience as I dive deeper and deeper into this pool of bits, bytes, artistic creativity, and show biz. My first act will be to make my loft look semi-lived-in, then submit some of our current videos. How? Read the Open Call for Distribution on LoftCity or below:

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For Distribution

This Call is for submission of original and creative films to be distributed by LoftCity to web destination sites and mobile service providers.

If you have a film, a series, a video clip or a video art of any genre (the "film") and you wish to distribute it, submit it today to LoftCity and we will distribute it for you in the web and to mobile service providers.

LoftCity will distribute your film and will share with you the revenue it will generate.

Information about our distribution partners will be provided on an ongoing basis.

Using LoftCity's distribution services is subject to signing our Submission Agreement.

Brief & Guidelines:

· The film can be of any genre and in any format.
· You must have all the legal rights in the film for usage and distribution via LoftCity.
· The film can be anywhere between 30 seconds and 60 minutes in length.
· The film should be in English or with English subtitles.
· The film should not include any pornography, racism or offensive content.

Click here to learn more about LoftCity’s Submission Agreement and revenue share terms. Please read carefully sections 1 and 3 which refer to "Submitting a Film for Distribution".

Key dates

This is an open Call to which you can submit your film throughout the year. However, the sooner you submit your film the more you increase your chances for higher revenues.

Who can participate?

This Call is for all LoftCity beta participants.

We highly recommend that participants: upload their showreel and any other relevant materials (video, audio, photos and writings), detail their professional experience and create a profile using the "About me" section of the Loft.

How does it work?

There are two ways to submit your film.

Using LoftCity's Projects:

1. Open a project. Use the “Cast & Crew” tool to invite team members to participate in the project.
2. Produce your film.
3. The final film should be marked as “Final” in the "Editing Notes" tool.
4. Submit your film using the "Release" tool by selecting "Submit your film to: Distribution Only". The film will be submitted to the LoftCity team and will be published to the “Screening Room” under the "Distribution Only" category.

Using the Materials folder:
1. If you’ve already uploaded your film to your Materials folder, click on the film name and select the "Submit to" action.
2. Select "Distribution Only" from the drop down list. Accept our Distribution Agreement and click “Submit” at the bottom of the page.
3. The film will be submitted to the LoftCity team and will be published to the “Screening Room” under the "Distribution Only" category.

Technical requirements

The films should be up to a maximum of 500 MB.
We accept the following formats: MPG, MPEG, MOV, AVI, ASF, WMV, DIVX, 3GP and FLV.
More technical details can be found in the "Upload Files" section of our Help Center.

Legal

Your participation in this Call is subject to the LoftCity’s Submission Agreement. Please make sure you have all the legal rights to the film for usage and distribution via LoftCity.

The Project Manager is fully responsible for compensating his/her team members according to agreements set between them and for attaining all necessary rights to the submitted film.

We recommend you visit our Help Center, Terms of Use and Legal Tips sections to learn more

Further information: For further queries, please Contact Us.

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So sign up now and look for KingsleyVision (that's me) if you have a project in mind!

BTW, how do you like the motto "LoftCity, the first online film studio?" MyFlik from Mind's Eye Media has been online for more than a year, 60Frames for about the same time. And that's just what I know about. First? No. Better than the rest? That would be great!

ATT Mobile TV - Will You Watch It?

Ok, so this blog can't handle the ampersand sign ... that's why you see ATT in the text.

ATT plans to start offering live mobile TV service through Qualcomm's MediaFlo in May, after more than a year of delay. It says that they decided to wait until May to offer the service because it is "a brand new service on a brand new network, and two brand new devices," the devices being the LG Vu and the Samsung Access.

As one of the lucky subscribers to be (if you are so inclined), you will get access to eight channels of live TV plus two exclusive channels. Pricing information will be available in May when the service officially launches.

Verizon Wireless has been offering the service for more than a year. However it has not published specific subscriber numbers, but Qualcomm's CEO Paul Jacobs said during a speech at the Tech Policy Summit in Hollywood on Wednesday that the uptake has been going slower than the company would like, according to RCR Wireless News.

Jacobs blames the carriers for not advertising the service enough. He said that carriers might be waiting for MediaFlo to increase its coverage, which he said will happen in February 2009 when TV broadcasters will transition to digital TV, the article said.

Some mobile experts question whether people really want to watch TV on their phones. Verizon is charging $15 a month extra for eight channels of live TV. Perhaps the price point is still too expensive for consumers who on average spend about $40 to $50 a month on cell phone service. And as the economy dips further into a recession, I question how willing people will be to spend extra money on what I'd consider an unnecessary service like mobile TV.

It will be interesting to see ATT's customers' response to the live TV service. ATT already offers an on-demand video service to customers who buy certain 3G data packages. Stay tuned for the results - they could foretell the future of smart phone TV uptake.