By Fruzsina Eordogh
Couldn’t make it to Internet Week in NYC this year? Have no fear, Livestream taped all the panels (about one hundred) and uploaded them online, with quite a few of them touching on digital video and strategy. Out of those, Video Ink picked the five most interesting and informative talks as related to online video business.
Digital Video In 2013: What’s Happening In Content Distribution and Monetization
Ricky Van Veen, the Co-Founder, of CollegeHumor, mentioned because they were early adopters on YouTube they got “prime real estate,” are now the 7th most popular channel across the entire site, but even with that popularity CH relies heavily on advertising revenue from their .com. Laura Lee answered questions about YouTube’s new subscription service, saying it was a “natural” move for the company but since the service is so new, she doesn’t have any data to share. Betsey Morgan, the president of Blaze TV, described how her “television for the Internet” company is now offered on Dish networks.
Takeaway: YouTube may be “the 800 pound gorilla in the room” when it comes to distribution, but when it comes to profits it might as well be a little mouse.
Multiscreen: Getting It Right
ABC’s Head of New Product Maya Baratz mentioned they have different experience strategies for different platforms and try to tailor them based of motivation. Baratz also repped ABC’s socialsound tracker. Time Warner’s VP of Marketing Fred Bucher avoided addressing Hulu, before saying cord-cutters are more an economic issue rather than a lasting trend.
Takeaway: the multiscreen experience is a social experience, more than the broadcast television experience. Targeted solutions for specific audiences are key.
Fireside Chat: CBSi on Mulitplatform and Social TV
Marc DeBevoise, the EVP/GM (Entertainment, Sports & News) at CBS Interactive discusses a variety of issues facing the broadcast network, including measurement and analytic problems which is why their digital app strategy is different from ABC’s. DeBevoise called CBS’s solitary cable presence at the NewFronts “interesting,” and is convinced the two industries — cable and digital — are merging, even “blossoming.”
Takeaway: CBS knows what’s up when it comes to digital, with DeBevoise offering candid and useful insights into the digital video business from a major cable perspective.
Bigger Than Mobile TV: Mobile Video For Your Brand
Lori Feldman, the SVP Brand Partnerships & Music Licensing at Warner Bros. Records, chats with Larry Lieberman, the Chief Marketing Officer at video chat service ooVoo about their partnership streaming SXSW’s concert. ooVoo interrupted their users video calls last year with a 15 second video of a zombie as an experiment, and it proved successful enough that this year they were able to broadcast 3 days worth of concerts to their user base.
Takeaway: People are hungry for digital video content, even on platforms not dedicated to original programming.
Joan Rivers In Conversation with Shira Lazar (What’s Trending)
Joan Rivers discusses how she is transitioning to digital video from traditional broadcast television, with her new web chat show “In Bed with Joan,” along with her personal story as a female comedian. In the interview conducted by Lazar, Rivers calls Justin Bieber an “asshole” and what it is like antagonizing his fans on Twitter, as well as calling Internet video “the future” as she can operate by her own rules.
Takeaway: Mainstream celebrities are turning to Internet TV for the creative freedom it offers. The product, not your age, matters.