Post on 21-Dec-2015
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Online Television: Online Television: A New Era in A New Era in
Anytime, Anywhere Anytime, Anywhere ProgrammingProgramming
Patrick Bautista, Miyuki Akasaka, Joe BeltonPatrick Bautista, Miyuki Akasaka, Joe Belton
HTM 304, Dr. FangHTM 304, Dr. Fang
05/08/0705/08/07
Online TelevisionOnline Television
OverviewOverview
What Exactly is Online TV?What Exactly is Online TV?
Ideal Viewers for Online TVIdeal Viewers for Online TV
Online TelevisionOnline Television AdvantagesAdvantages
On DemandOn Demand FreeFree Never Miss OutNever Miss Out
DisadvantagesDisadvantages Embedded CommercialsEmbedded Commercials Minimum System RequirementsMinimum System Requirements
HistoryHistory
When Online TV StartedWhen Online TV Started Trials and Test RunsTrials and Test Runs Full ImplementationFull Implementation
How Online TV StartedHow Online TV Started Technology ProgressionTechnology Progression
New Way of Using the InternetNew Way of Using the Internet Combining MediaCombining Media
HistoryHistory
InfluencesInfluences Streaming Videos (YouTube)Streaming Videos (YouTube) TiVo / DVRsTiVo / DVRs Video on Demand (Pay-Per-View)Video on Demand (Pay-Per-View) Taping (VHS)Taping (VHS) Re-RunsRe-Runs
TechnologyTechnology
Minimum PC Minimum PC RequirementsRequirements Cable or DSLCable or DSL Windows 98Windows 98 1.5 Ghz Pentium 4 1.5 Ghz Pentium 4
CPUCPU 128 MB RAM128 MB RAM 32 MB Video Card32 MB Video Card
Minimum Mac Minimum Mac RequirementsRequirements Cable or DSLCable or DSL Apple Mac G4Apple Mac G4 OSX 10.2.8OSX 10.2.8 1.5 Ghz CPU1.5 Ghz CPU 256 MB RAM256 MB RAM
TechnologyTechnology Network’s Required Network’s Required
ProgramsPrograms Adobe Flash Player 9Adobe Flash Player 9 Windows Media PlayerWindows Media Player Real Media PlayerReal Media Player
Broadband vs. Broadband vs. SatelliteSatellite
The PotentialThe Potential Revolutionize Revolutionize
Television?Television?
Four Major Four Major Television Television NetworksNetworks ABC ABC
CBSCBS NBCNBC FOXFOX
All free shows
Require DSL, Cable, or higher bandwidth
ABCABC
www.abc.comwww.abc.com 14 current online TV programs 14 current online TV programs
availableavailable 2 “online only” TV* programs available2 “online only” TV* programs available
Shows are varied in the amount of time Shows are varied in the amount of time that they are offered for viewing. Can be that they are offered for viewing. Can be from within the last 2 episodes or can be from within the last 2 episodes or can be whole season.whole season.
Need Adobe Flash 9Need Adobe Flash 9 Commercial every 10 minutesCommercial every 10 minutes
*Not available for live broadcast. Internet viewing only
ABC’s 14 current regular / online ABC’s 14 current regular / online TV showsTV shows
Dancing with the Stars
The Bachelor The Knights of
Prosperity According to Jim Lost Ugly Betty Grey’s Anatomy
October RoadOctober Road Six DegreesSix Degrees Desperate Desperate
HousewivesHousewives Brothers and Brothers and
SistersSisters Day BreakDay Break What About BrianWhat About Brian Notes From the Notes From the
UnderbellyUnderbelly
ABC’s 2 “online only” TV ABC’s 2 “online only” TV showsshows
Men in TreesMen in Trees VoicemailVoicemail
CBSCBS
www.cbs.comwww.cbs.com 15 current online TV programs are 15 current online TV programs are
availableavailable
12 “online only” TV programs are available12 “online only” TV programs are available Shows are varied in the amount of time that Shows are varied in the amount of time that
they are offered for viewing. Can be from they are offered for viewing. Can be from within the last 2 episodes or can be the whole within the last 2 episodes or can be the whole season. season.
Need Windows media player or Real media Need Windows media player or Real media playerplayer
Commercial every 10 minutesCommercial every 10 minutes
CBS’s 15 current regular / online CBS’s 15 current regular / online TV showsTV shows
Armed and FamousArmed and Famous The ClassThe Class CSICSI CSI : MiamiCSI : Miami CSI: New YorkCSI: New York How I Met Your How I Met Your
MotherMother JerichoJericho NCISNCIS
The New Adventure The New Adventure of Old Christineof Old Christine
Numb3rsNumb3rs The PapditsThe Papdits Rules of Rules of
EngagementEngagement SharkShark Survivor : FijiSurvivor : Fiji The UnitThe Unit
CBS’s 12 “online only” CBS’s 12 “online only” TV showsTV shows
15 Seconds15 Seconds The Amazing RaceThe Amazing Race Animate This!Animate This! BBQ BillBBQ Bill Finish LineFinish Line The Green RoomThe Green Room
Holiday MomentsHoliday Moments House CallsHouse Calls InTurnInTurn LA DiariesLA Diaries Road to PriceRoad to Price Survivor LiveSurvivor Live
NBCNBC
www.nbc.comwww.nbc.com 13 online TV programs available13 online TV programs available 2 “online only” TV programs available2 “online only” TV programs available
Shows are varied in the amount of time Shows are varied in the amount of time that they are offered for viewing. Can be that they are offered for viewing. Can be from within the last 2 episodes or can be from within the last 2 episodes or can be whole season.whole season.
Commercial in the beginning of the Commercial in the beginning of the showshow
NBC’s 13 regular / online TV NBC’s 13 regular / online TV showsshows
30 Rocks30 Rocks Andy BakerAndy Baker The ApprenticeThe Apprentice The Black The Black
DonnellysDonnellys Friday Night Friday Night
LightsLights HeroesHeroes My Name is EarlMy Name is Earl
IdentityIdentity Las VegasLas Vegas MediumMedium Miss USA 2007Miss USA 2007 PassionsPassions RainesRaines
NBC’s 4 “online only” TV NBC’s 4 “online only” TV showsshows
Thank God You Are HereThank God You Are Here The Biggest LoserThe Biggest Loser The Law and Order : SVUThe Law and Order : SVU The OfficeThe Office
FOXFOX
www.fox.comwww.fox.com 14 online TV programs are available14 online TV programs are available 4 “online only” TV programs are 4 “online only” TV programs are
availableavailable- Shows are available from the past few - Shows are available from the past few
episodesepisodes Commercial every 10 minutesCommercial every 10 minutes Using MySpace for full episodesUsing MySpace for full episodes Need Windows Media PlayerNeed Windows Media Player
FOX’s 12 regular / online TV FOX’s 12 regular / online TV showsshows
2424 American DadAmerican Dad Are You Are You
Smarter…?Smarter…? BonesBones DriveDrive The LoopThe Loop
Prison BreakPrison Break StandoffStandoff Talk ShowTalk Show VanishedVanished The War at HomeThe War at Home The WinnerThe Winner
FOX’s 4 “online only” TV FOX’s 4 “online only” TV showsshows
Hell’s KitchenHell’s Kitchen Mad TV.comMad TV.com Till DeathTill Death Trading SpousesTrading Spouses
Interesting Articles to ReadInteresting Articles to Read
““CBS Online Show Jumps to CBS Online Show Jumps to Broadcast TV”Broadcast TV”www.marketingvox.comwww.marketingvox.com
““FOX Shows to Air on MySpace, Fox FOX Shows to Air on MySpace, Fox TV Sites”TV Sites”www.marketingvox.comwww.marketingvox.com
““Teens, Tweens Watching More TV Teens, Tweens Watching More TV Online”Online”www.marketingvox.comwww.marketingvox.com
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The Current State of TV The Current State of TV ViewershipViewership
Consumers have seen a large increase Consumers have seen a large increase in the amount and variety of TV in the amount and variety of TV programming over the last 10 yearsprogramming over the last 10 years
The amount of TV being consumed by The amount of TV being consumed by youth is at its highest level ever youth is at its highest level ever
For tweens (ages 7 to 12) and teens For tweens (ages 7 to 12) and teens (ages 13 to 19) TV is the method of (ages 13 to 19) TV is the method of entertainment they would miss the entertainment they would miss the most if taken away (followed by video most if taken away (followed by video games and the Internet)games and the Internet)
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How the Internet Has How the Internet Has Changed TVChanged TV
10% of web users watch TV online10% of web users watch TV online One-third of teens and one-fourth of One-third of teens and one-fourth of
tweens watch TV onlinetweens watch TV online Watching TV online is a daily habit Watching TV online is a daily habit
for two-thirds of web viewersfor two-thirds of web viewers Personal convenience and avoiding Personal convenience and avoiding
commercials are the top reasonscommercials are the top reasons
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How the Internet Has How the Internet Has Changed the Entertainment Changed the Entertainment
IndustryIndustryOnline TV:Online TV: Can be accessed with a variety of e-Can be accessed with a variety of e-
devices (desktop, laptop, PDA, cell devices (desktop, laptop, PDA, cell phone, game consul, iPod, and more…)phone, game consul, iPod, and more…)
Allows anytime, anywhere access of Allows anytime, anywhere access of traditional broadcast and online only traditional broadcast and online only programsprograms
Moves consumers from a passive role Moves consumers from a passive role to an active roleto an active role
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How the Internet has How the Internet has changed the entertainment changed the entertainment
industry, cont.industry, cont.In short, the Internet In short, the Internet
has turned the has turned the traditional broadcast traditional broadcast TV business model TV business model upside downupside down
The consumer is now The consumer is now empowered by empowered by deciding when, deciding when, where and how to where and how to watch TVwatch TV
Power to the People!Power to the People!
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Porter’s Competitive Forces Porter’s Competitive Forces ModelModel
The components of the model:The components of the model: Industry CompetitorsIndustry Competitors New EntrantsNew Entrants SubstitutesSubstitutes SuppliersSuppliers BuyersBuyers
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Industry CompetitorsIndustry Competitors
The industry is characterized by:The industry is characterized by: Fierce competition for rapidly Fierce competition for rapidly
growing customer base fueled by growing customer base fueled by powerful advertising revenues:powerful advertising revenues: 2004 ad revenues totaled $9.6 billion2004 ad revenues totaled $9.6 billion 2005 ad revenues totaled $12.5 billion 2005 ad revenues totaled $12.5 billion
(30.3% increase)(30.3% increase) 2006 ad revenues totaled $16.8 billion 2006 ad revenues totaled $16.8 billion
(34.4% increase)(34.4% increase) Threats from piracy and other sites Threats from piracy and other sites
with User Generated Content (UGC)with User Generated Content (UGC)
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Industry Competitors, cont.Industry Competitors, cont.
There are different business models, There are different business models, including revenue sharing and including revenue sharing and strategic partnerships, among the four strategic partnerships, among the four major networks :major networks :
CBS, NBC and Fox share ad revenue CBS, NBC and Fox share ad revenue with their affiliates and partners, while with their affiliates and partners, while ABC does notABC does not
NBC pursuing domestic ethnic groupsNBC pursuing domestic ethnic groups ABC pursuing international dealsABC pursuing international deals
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New EntrantsNew Entrants
The Internet has broken down barriers to The Internet has broken down barriers to entry by “democratizing” a formerly entry by “democratizing” a formerly elite group. The potential new entrants elite group. The potential new entrants are the affiliates of the major players, are the affiliates of the major players, and third party sites, including:and third party sites, including:
MySpaceMySpace YouTubeYouTube Yahoo!Yahoo! Apple iTunesApple iTunes In2TVIn2TV
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SubstitutesSubstitutes
Although there are no exact Although there are no exact substitutes to first-run prime-time substitutes to first-run prime-time programming, substitutes to older programming, substitutes to older content come mostly from the UGC content come mostly from the UGC sites.sites.
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SuppliersSuppliers
All current players are affiliated with All current players are affiliated with or supported by a parent company or supported by a parent company or film studio acting as a supplier or film studio acting as a supplier creative material:creative material:
ABC (Disney Studios)ABC (Disney Studios) CBS (Viacom & Paramount Studios)CBS (Viacom & Paramount Studios) NBC (Universal Studios)NBC (Universal Studios) FOX (News Corp & Fox Studios)FOX (News Corp & Fox Studios)
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BuyersBuyers
Demographics of the average Demographics of the average buyer/viewer:buyer/viewer:
Approximately 55% female, 45 % maleApproximately 55% female, 45 % male 29 years old29 years old Urban and suburban (where high speed Urban and suburban (where high speed
internet access is readily available)internet access is readily available) Lower-middle to upper-middle income Lower-middle to upper-middle income
(with at least one access device and the (with at least one access device and the means to pay for high-speed access)means to pay for high-speed access)
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Buyers, cont.Buyers, cont.
The prime advertiser demographic is The prime advertiser demographic is ages 20 to 34 (Generation “X” and ages 20 to 34 (Generation “X” and “Y”)“Y”)
New key demographics being New key demographics being aggressively pursued by the aggressively pursued by the networks and advertisers:networks and advertisers: Tweens – ages 7 to 12Tweens – ages 7 to 12 Teens – ages 13 to 19Teens – ages 13 to 19
Questions or Comments?Questions or Comments?
For more information see:For more information see:
www.marketingvox.comwww.marketingvox.com
www.imediaconnection.comwww.imediaconnection.com
www.pewinternet.orgwww.pewinternet.org
www.internetnews.comwww.internetnews.com