IPTV - Idea to Execution - Ministry of Sound TV Case Study

Slide 1: X:MEDIA LAB, SINGAPORE SEPTEMBER 2007 Assia Grazioli-Venier Head of MOSTV (Business Development & Syndication)

Slide 2: From Creative Concept to Successful Business Ministry of Sound TV, a Case-Study

Slide 3: MINISTRY OF SOUND HISTORY  SUPERCLUB  GLOBAL CLUB BRAND  RECORD LABEL  COMPILATIONS  GLOBAL TOURS  CONSUMER ELECTRONICS  FITNESS VIDEOS  FASHION LINE  MINISTRY OF SOUND DIGITAL  ONLINE SHOP  MOS DOWNLOADS  RADIO …AND…

Slide 4: MoSTV

Slide 5: WHO WE ARE MOS TV IS THE FIRS T PORTAL OF DANCE MUS IC TELEVIS ION Ag g re g ating the lates t and mos t ente rtaining c onte nt of all danc e s ub-g enres from around the globe !

Slide 6: OUR CONTENT 24+ HOURS BROADCAST QUALITY FEATURES DEDICATED TO WHAT'S HOT IN HOUSE!  MoS music videos ....pre-released!  Behind the Scenes  Ibiza 2007  Live Club Features  Exclusive DJs  Kandi Vision  24/7 channel TOP CONTENT!!  Clubbers Guide To.....  Ibiza Opening/ Closing Parties  Music Videos such as “Call on Me” and “Fedde Le Grand”

Slide 7: GROWING SYNDICATION STRATEGY

Slide 8: CREATIVE IDEA >> BUSINESS PLAN STEP-BY-STEP PROCESS: Taking a creative idea and turning it into a successful business proposition: 4. UNDERSTAND YOUR CUSTOMERS 5. BRANDING 6. UNDERSTAND YOUR INDUSTRY 7. UNDERSTAND YOUR BUSINESS 8. MARKETING 9. MAKE FRIENDS 10. SEE THE FUTURE

Slide 9: ENTREPRENEUR VISIONARY INNOVATIVE AMBITIOUS KNOWLEDGEABLE FLEXIBLE

Slide 10: UNDERSTAND YOUR CUSTOMERS UNISEX ∙ FUN LOVING ∙ SPONTANEOUS ∙ HEDONISTIC ∙ TRENDY ∙ SOCIABLE FASHION CONSCIOUS ∙ ASPIRING ∙ MATERIALISTIC ∙ SEXY 18-24 YRS Students/Young Professionals Frequent Socialising Music & Fashion Consumer 25-35 YRS Professionals Higher Disposable Income Aspirationally Trendy

Slide 11: BRANDING CLEAR CURIOUS CREATIVE FUNCTIONAL

Slide 12: UNDERSTAND YOUR INDUSTRY IPTV: ‘INTERNET PROTOCOL TELEVISION’ refers to the delivery of digital content and pother audio and video services over broadband data networks using the same basic protocols that support the internet  Vital components to success of IPTV are those that drive customer adoption  Customer Adoption driven by:  Quality of service (Broadband Penetration + Technology)  Quality of programming

Slide 13: UNDERSTAND YOUR INDUSTRY Source: Point Topic

Slide 14: UNDERSTAND YOUR BUSINESS OVER HALF OF COMMUNICATIONS INDUSTRY EXECUTIVES BELIEVE THAT IPTV WILL GENERATE REVENUE WITHIN THE FIRST 3 YEARS OF SERVICE (ACCENTURE AND ECONOMIST INTELLIGENCE UNIT) THE GLOBAL MARKET FOR IPTV VIDEO SERVICES WILL RISE TO $26 BILLION BY 2011, UP FROM $799 MILLION IN 2006 (ISUPPLY.COM) 87% OF EXECUTIVES BELIEVE THAT CONTENT PROVIDERS HAVE THE MOST TO GAIN FROM IPTV IN TERMS OF REVENUE! (ACCENTURE AND ECONOMIST INTELLIGENCE UNIT) REVENUE SOURCES  TARGET ADVERTISING AND INTERACTIVITY IPTV-based advertising revenue predicted to surpass $1billion annually 2010  CONTENT PROVIDERS added revenue source of up-front licensing fees for programming as network operators and platforms compete over content acquisition  SUBSCRIPTION FEES for premium content ? WHAT ARE CUSTOMERS WILLING TO PAY FOR ?

Slide 15: MARKETING INCREASE PRODUCT EXPOSURE  O nline Communities  USERS  Guerilla Marketing  VIRALS!  Cross Promotion – strategic use of internal resources to increase visibility of brand  Digital Syndication: W idgets and 3rd party embeddable players

Slide 16: MAKE FRIENDS  If you can’t beat them, PARTNER with them!  Let the big players fight it out amongst themselves until the industry settles.  Partner with your competitors  Leverage your brand via piggy backing on more established companies

Slide 17: SEE THE FUTURE CAUTIOUS & BOLD

Slide 18: TAKE-AWAY  VIS IONARY Listen to your gut instincts… .. Look around you and look ahead!  AMBITIOUS Believe in the industry you are in, and believe in your product. Marketing and success starts from within-in.  KNOWLEDGEABLE Know yourself, your industry, your enemies, and your obstacles  INNOVATIVE These are exiting times because everyone in this room is taking part in shaping the future. Remember that one of you in here has the next big idea. So go for it.  FLEXIBLE Don’t be scared to change your direction based upon the industry developments. Must be quick to act or else miss the boat entirely.

Slide 19: SEE YOU TONIGHT ON THE DANCE FLOOR!

Slide 20: THANK YOU FOR WATCHING