ona11: beth davidz, "playing with video: trends in interactivity" presentation
TRANSCRIPT
ONA 2011 09/24/2011 @bethdavidz #interactiveNew York TImes graphic
ONA 2011 09/24/2011 @bethdavidz #interactive
Who I am: Beth Davidz, Product Development Director at AOL's Huffington Post What I do: Analyze trends in the market and develop and launch new products Where I've worked: AP, IHT, old school AOL
In general: Massive consumer of online video
ONA 2011 09/24/2011 @bethdavidz #interactive
The line-up:
• Market overview • What it means for journalism• Innovators• Trends• Questions?
ONA 2011 09/24/2011 @bethdavidz #interactive
Who better to intro a session on TV then ....
ONA 2011 09/24/2011 @bethdavidz #interactive
Ron Burgundy
ONA 2011 09/24/2011 @bethdavidz #interactive
Takeaway: Innovation often seems ridiculous.
What might look like a disaster might be a golden opportunity.
ONA 2011 09/24/2011 @bethdavidz #interactive
So what exactly is interactive TV?
ONA 2011 09/24/2011 @bethdavidz #interactive
Basically: a device or technique that allows users to interactive with television (or video) content as they
view it.
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #interactive
Everyone thought the next big thing would be ...
ONA 2011 09/24/2011 @bethdavidz #interactive
Smart TV
ONA 2011 09/24/2011 @bethdavidz #interactive
But in the mean time ...
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #interactive
People found a cheaper way to interact with video and TV content.
ONA 2011 09/24/2011 @bethdavidz #interactive
© + $
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Networks and studio, needed a solution to protect their content,
while meeting their users new tastes.
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #interactive
So what does this all mean for the news industry?
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #interactive
"The traditional TV industry -- cable companies, networks, and broadcasters -- is where the newspaper industry was about five years ago:
In denial."
Business Insider, June 12, 2009
ONA 2011 09/24/2011 @bethdavidz #interactive
From the mouths of tweeners...
ONA 2011 09/24/2011 @bethdavidz #interactive
"Many local stations -- once treated like royalty by broadcast networks -- are scaling back their original programming, cutting down on weekend news shows and trimming staff. Nationwide, 2009 TV-station ad revenue is projected to fall 20% to 30%, according to Bernstein Research."
Wall Street Journal, Feb. 10, 2009
ONA 2011 09/24/2011 @bethdavidz #videotrends
TV business models for the past half-century... have been built on the following foundation:• Not much else to do at home that's as simple and fun as TV• No way to get video content other than via TV• No options other than TV for advertisers who want to tell
video stories• No options other than cable--and, more recently, satellite--to
get TV• Tight choke-points in each market through which all
video content has to flow (cable company, airwaves), which creates enormous value for the owners of those gates.
Business Insider, June 12, 2009
ONA 2011 09/24/2011 @bethdavidz #interactive
And now, slowly but surely, look what's happening:• Other simple and fun options emerging at home: Internet, video
games, Facebook, IM, DVDs• New ways to get TV content other than traditional TV companies:
Hulu, YouTube, iTunes, Netflix• Video-story options for advertisers beginning to emerge: Hulu
shows, for example (But NBC, et al, making a lot less per viewer now than they do on TV)
• More options for getting video content: telcos, cable cos, wireless cos (soon)
• Fewer choke points in each market: With an Internet connection anywhere in the world, you will soon be able to get to almost anything. And not just to your computer--to your television.
Business Insider, June 12, 2009
ONA 2011 09/24/2011 @bethdavidz #interactive
Advertising online doesn't pay as well as traditional models.
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But for now advertisers are putting their money into TV.
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Takeaway: Learn from newspapers ....
INNOVATE NOW.
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Innovators
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Inside the Meltdown
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GBTV
• Launched Sept. 12 • 230,000 subscribers who pay between $5 and $10
per month • Could generate $27 million in subscription
revenue within a year• Revenue could eventually reach $135 million
- Gigaom, Sept. 12, 2011
ONA 2011 09/24/2011 @bethdavidz #videotrends
BTIG analyst Rich Greenfield: • Media execs,“should be very afraid” • Beck may demonstrate how content creators can
“build their brands outside the traditional content gatekeeper system with greater creative freedom and the potential for generating far more wealth over time.”
- From Deadline New York, Sept. 12, 2011
ONA 2011 09/24/2011 @bethdavidz #interactive
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WSJ Live, launched last week, is a milestone product. It’s not Fox News. It’s not CNN. It’s not New York Times news video. WSJ Live is its own thing, and a model for the news industry.
- Neiman Lab, Sept. 22, 2011
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When we look at the newsonomics of WSJ Live, we see these key factors:
• The product enables the Journal to be a magnet for top branded video ads
• WSJ Live acts on an aggregation principle. • It’s a (big) niche product. • It’s aimed at the future, not the past. • It’s a free product.
- Neiman Lab, Sept. 22, 2011
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Knight-Mozilla News Hack
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Some coverage to follow
• New York Times' Brian Stetler• Lost Remote: Social TV coverage• Ad Age's Simon Dumenco
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Trends
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ONA 2011 09/24/2011 @bethdavidz #interactive
Like always, watching TV and movies is a shared experience.
ONA 2011 09/24/2011 @bethdavidz #interactive
The living room is global now.
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Example: The candidates....
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #interactive
Two and a Half Men Sheen Roast
Viewers 27.7 million 6.4 million
Social Guide 72,433 comments 92,570 comments
Trendrr.tv 167,995 social activity score 450,791 social activity score
Bluefin Labs 92,000 comments (75,000 authors)
148,000 comments (98,000 authors)
Lost Remote, Sept. 20, 2011
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Sharing Sheen's burn...
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New York Times Interactive
Twitter Chatter During the Super Bowl
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Takaway: Find ways to create a community
around your video content.
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Trendsmap
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Trendistic
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Takaway: Use social to find news.
ONA 2011 09/24/2011 @bethdavidz #interactive
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New York Times Interactive
Analyzing Obama’s Inaugural Speech
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Sample Transcribing
Speaker Text
- More on Neiman Lab
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Takaway: Video to text is improving. This can be used not only for editing and archiving, but also for new
interactive experiences.
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Usability guruJakob Nielsen's
take onTV vs. the Web
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What's next
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Affectiva
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Mood recognition via web cam
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Applications:The next rating system.
Instant audience feedback.Or maybe....
ONA 2011 09/24/2011 @bethdavidz #interactive
ONA 2011 09/24/2011 @bethdavidz #videotrends
Creepiest ad ever?
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Facial recognition from live video. Ability to connect face to personal
information including social security number.
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Applications:(Besides general creepiness...)
Faster editing of archive footage.Instant lower thirds.
More information for live video.
ONA 2011 09/24/2011 @bethdavidz #interactive
Questions?