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Future of-tv-martell-bros Future of-tv-martell-bros Presentation Transcript

  • The  Future  of  Television   By  CEO  Carey  Martell   www.martelltv.com   careymartell@martellbrothers.com  
  • The  Present   •  Television  networks  distribute  programming  from  a  central  operaBon  that   provides  content  to  a  number  of  regionally  operated  TV  staBons  or  Pay  TV   providers,  who  then  transmit  the  content  to  viewers  for  watching  in  their   homes.     •  The  television  industry  evolved  from  the  radio  networks  of  the  1920s,  and  is   sBll  stuck  in  that  anBquated  thinking.    
  • The  Present:  The  "Old  Guard"   Since  1986,  commercial  broadcast  television  has  been  dominated  by  the  'Big  Four'  networks;  ABC,  CBS,  NBC   and  Fox.     •  'The  Big  Four'  provide  the  overwhelming  majority  of  programming   content  for  their  affiliate  staBons,  though  affiliate  staBons  reserve  air   Bme  for  local  programming  (such  as  news  shows).       •  There  exists  smaller  broadcast  staBons,  such  as  the  religion  focused   Trinity  BroadcasBng  Network,  who  provide  speciality  programming.     •  The  largest  broadcast  network  is  the  publicly  owned  Public   BroadcasBng  System  (PBS),  a  non-­‐profit  educaBonal  service  funded  by   the  federal  government  and  private  donaBons.            
  • The  Present:  Broadcast  TV   Broadcast  television  ('over-­‐the-­‐air'  TV)  use  terrestrial  television  signals  emi[ed  and  carried  by  radio  towers.   •  Broadcast  television  networks  primarily  broadcast  signals  through  the  air  using  TV  transmi[ers.     •  Through  a  network  of  broadcast  relay  staBon  (also  called  'repeater  staBons')  antenna  towers,  the  central  staBon  can  boost   the  reach  of  their  signals  to  reach  all  residents  of  a  county.     •  Some  broadcast  staBons  are  independently  owned,  referred  to  as  ‘network  affiliate  staBons’.  They  license  and   rebroadcast  content  from  one  of  the  ‘Big  Four’  staBons  to  the  counBes  they  service.     Broadcast  TV  StaBon   City  Homes   Country  Homes   Antenna  tower   Country  Homes   Antenna  tower  
  • Drawbacks:  Broadcast  TV   •  OperaBng  repeater  staBons  and  antennae  towers  is  expensive;  they  must  be   maintained,  and  the  government  has  special  taxes  on  their  operaBon.       •  Although  the  majority  of  regional  staBons  simply  simulcast  the  content  of  another   staBon  through  use  of  a  'network  feed’,  the  FCC  requires  that  broadcast  staBons  be   properly  staffed,  making  full  automaBon  of  TV  staBons  impossible.      
  • The  Present  -­‐  Cable  TV   Cable  TV  relies  on  'superstaBons'  (some  of  which  also  do  broadcast  TV)  to  transmit  signals  to  orbital  satellites.       •  In  specific  geographical  locaBons,  a  network  of  towers  capture  signals  from  the  satellites.     •  The  towers  relay  those  signals  through  cable  lines  that  run  directly  into  consumer's  homes  through  a  set-­‐top  box  that   decodes  the  box  signals  for  viewing  on  a  TV.   Homes   Antenna  tower   Homes   Antenna  tower   Satellite   SuperstaBon  
  • Drawbacks  -­‐  Cable  TV   •  Like  with  broadcast  TV,  it  is  expensive  to  maintain  the  network  of  signal  receiving  towers  and  cables.   •  Cable  TV  systems  must  also  pay  municipal  districts  a  'Cable  Television  franchise  fee'  for  the  right-­‐of-­‐ way  use  of  public  property  (the  public  property  that  the  cables  run  along  in  order  to  reach  consumer   homes).     •  Cable  companies  are  required  by  the  1992  Cable  Television  Consumer  ProtecBon  and  CompeBBon  Act   to  obtain  retransmission  consent  and  pay  a  fee  for  the  right  to  carry  broadcaster's  signals.   Furthermore  the  Act  prohibits  cable  companies  from  charging  broadcasters  to  carry  their  signals,   limiBng  revenue  opportuniBes  for  the  cable  companies  while  giving  the  broadcasters  an  unfair   advantage  when  negoBaBng  contracts.   •  The  enormous  expense  of  operaBng  Cable  TV  systems  and  inability  to  charge  broadcasters  forces  the   systems  providers  to  charge  monthly  subscripBon  fees  to  the  viewer.  
  • The  Present:  Satellite  TV   Satellite  TV  is  provided  directly  to  the  consumer  by  allowing  a  small  dish  receiver  unit  installed  on  the  home  to   capture  signals  re-­‐broadcast  from  the  superstaBons  using  orbital  satellites.   Satellite   SuperstaBon   Homes   Homes  
  • Drawbacks  –  Satellite  TV   •  Like  with  cable  TV,  it  is  expensive  to  purchase  and  maintain  the  orbital  satellites  and  broadcasBng   equipment  necessary  to  transmit  signals  to  the  satellites.   •  Viewers  must  have  their  own  satellite  signal  receiving  dish  and  decoder  box  to  receive  the  transmissions.   The  expense  of  the  equipment  causes  the  Satellite  TV  system  provider  to  charge  the  viewer  a  monthly   subscripBon  fee.  
  • How  the  Money  Is  Made   Broadcast  TV   •  Primarily  funded  by  ad  revenue.  Network  affiliate  staBons  who  rebroadcast  signals  typically  sell  air  Bme  to  local   businesses  for  running  ads,  with  the  originaBng  broadcast  staBon  taking  part  in  revenue  sharing  on  profits  from  these   locally  aired  commercials.     Satellite  &  Cable  TV   •  StaBons  listed  in  the  electronic  channel  guides  are  paid  a  "per  subscriber  fee"  from  the  Cable  /  Satellite  systems  provider   for  the  right  to  re-­‐broadcast  their  signals  through  the  electronic  channel  guide.  Broadcaster  TV  staBons  receive  10%  of   their  revenue  from  these  rebroadcast  fees.     •  In  turn,  the  Cable  /  Satellite  system  providers  makes  their  revenue  by  charging  a  monthly  subscripBon  fee  from  the   viewer,  usually  by  creaBng  subscripBon  plans  that  package  several  desirable  staBons  together.  
  • The  Future  :  iTV  Systems   Cloud-­‐based  internet  television  (iTV)  systems  that  stream  video  signals  through  the  internet  to  the  consumer   will  be  the  model  for  the  next  100  years.   •  Using  computer  servers,  Content  Providers  feed  their  videos  into  the  electronic  channel  guide  of  the  ITV  system  provider,   who  provides  a  suite  of  tools  to  allow  the  Content  Providers  to  run  virtual  TV  staBons  that  users  can  access  to  receive  both   live  video  feeds  and  pre-­‐recorded  shows.       Content  Provider   Video  Host  Servers   Mobile  Devices   Living  Room  HD  TVs   Laptops   iTV  System  Provider  
  • Advantages  of  Cloud-­‐based  TV   •  Unlike  cable  or  satellite,  the  viewer  does  not  need  to  be  restricted  to  a  fixed  locaBon  to  watch  content;   they  can  tap  into  wi-­‐fi  networks  using  mobile  devices  and  laptop  computers.   •  Municipals  cannot  claim  franchise  fees,  since  the  iTV  system  provider  does  not  use  public  property  to   provide  their  service,  but  rather  leverages  the  exisBng  relaBonships  of  internet  service  providers.     •  Expensive  broadcast  equipment,  such  as  for  sending  signals  to  orbital  satellites,  is  not  necessary.   •  The  Cable  Television  Consumer  ProtecBon  and  CompeBBon  Act  does  not  apply  to  iTV  systems,  allowing   the  iTV  system  provider  to  have  more  freedom  when  negoBaBng  contracts  with  broadcasters,  such  as   charging  content  providers  for  special  services  and  share  in  ad  revenue  earnings.      
  • Impact  of  Cloud-­‐based  TV   •  Because  internet  service  providers  connect  viewers  to  the  iTV  system,  there  is  no  room  for  'network   affiliate  staBons'  in  the  new  television  ecosystem.  Unless  they  transform  into  content  producers  the   affiliate  staBons  will  go  bankrupt.     •  Due  to  the  low  cost  of  reaching  viewers  world-­‐wide,  content  providers  do  not  need  to  license  their   content  to  third-­‐parBes.  Content  providers  can  directly  transmit  to  viewers  no  ma[er  where  they  live.   •  Due  to  the  low  cost  of  operaBng  and  reaching  viewers,  StaBons  specializing  in  micro-­‐niche  subject   programming,  such  as  content  designed  to  appeal  to  subcultures  (ex.  goth  lifestylers,  anime  fans)  can  be   profitable  ventures.  Non-­‐profit  educaBonal  broadcasters  such  as  PBS,  local  access  or  student-­‐run  school   staBons  are  also  benefited  by  the  low  cost  of  entry  and  operaBon  of  this  technology.  
  • Problems  with  exisBng  soluBons   •  If  you  want  to  use  Youtube,  you  must  upload  ALL  your  videos  to  Youtube.     •  Youtube  is  in  control  of  the  relaBonship  with  your  adverBsers.   •  Youtube  intenBonally  drives  traffic  from  YOUR  channel  to  a  compeBtor's  channel  using  the  “related  videos”  feed  on  your   video  watch  player.   •  Youtube  restricts  your  ability  to  communicate  with  audiences;  no  mailing  list  for  channel  subscribers.     •  Youtube  does  no  markeBng  for  your  channel,  but  instead  requires  you  to  market  Youtube  in  order  for  people  to  find  your   channel.   These  problems  also  apply  to:   Vimeo,  blip.tv,  Twitch.tv,  and  virtually  every  other  streaming  video  plalorm  on  the  internet.     They  are  designed  as  video-­‐sharing  websites,  not  television  systems.     Case   Study:  
  • Upload  videos.   Yes   No   Embed  videos  from  Youtube,  Vimeo,  blip.tv,  Twitch.tv  and  other  video  hosts?   No   Yes   Your  subscribers  join  a  mailing  list;  integra@on  with  Mail  Chimp,  FanBridge  and   Constant  Contact?   No   Yes   Audiences  can  see  a  weekly  release  schedule  for  shows?   No   Yes   Customized  API  support  for  your  exis@ng  premium  subscrip@on  system?   No   Yes   Ad  revenue  commission.   45%  (non-­‐negoEable)   30%  (negoEable)   Dashboard  tools  to  directly  sell  ad  stock  to  adver@sers?   No   Yes   2nd  Screen  mobile  app  allows  related  merchandise  to  be  purchased  by  viewer?   No   Yes   Feature  Comparison   7/3/2013   Martell  TV  ©  2013  CONFIDENTIAL   15  
  • 7/3/2013   Martell  TV  ©  2013  CONFIDENTIAL   16   Who  is  Martell  TV?   •  Most  exciBng  TV  development  since  MTV.     •  Enables  user  to  build  their  staBon  in  15  minutes.     •  Uses  free  (YouTube  or  user  generated)  content.     •  User  can  focus  on  building  a  following.          (Twi[er  of  content)     •  User  can  share  with  friends.          (Facebook  of  content)     •  StaBons  are  easy  to  navigate.          (TV  Guide  of  ITV)     •  Appealing,  easy  to  use,  addicBve  interface.      (revoluBonary  user  experience)  
  • q  HTML5  hybrid  web  app.   q  Create  CATV  style  programming   schedules  using  online  videos.   q  Cloud-­‐based  ITV  system.   q  Embed  videos  from  mulBple   sources  (YouTube,  Vimeo,   white-­‐label  soluBons,  etc).     Beta  design  for  Martell  TV  channel  guide   Our  Product  !!   7/3/2013   Martell  TV  ©  2013  CONFIDENTIAL   17  
  • Why  a  Martell  TV  Guide?   q  Enables  tradiBonal  TV  broadcast  scheduling  strategies  (block  programming,  counter-­‐ programming,  day  parBng,  hammocking,  hot-­‐switching,  etc.).     §  Increases  online  views.   q  Enable  content  discovery  and  curaBon.   §  Gives  publishers  control  over  when  videos  are  suggested  to  users.   q  Enables  mass  adopBon.   §  Eliminates  the  “technology”  –  UI  is  easy.   §  A  more  tradiBonal  viewing  experience  (CATV  style)  for  online  content  vs  the   'subscripBon  feed'  method  for  internet  television  used  by  YouTube.   Martell  TV  StaEons  are  personalized  broadcast  staEons  that  leverage  video   hosEng  plaLorms  like  YouTube.   7/3/2013   Martell  TV  ©  2013  CONFIDENTIAL   18  
  • q  TV  Remote  App  for  iOS  and  Android   allows  viewer  to  engage  with  content   while  watching  videos  in  full  screen   mode  on  tablets,  laptops  or  HD  TVs.   q  Comments,  social  media  sharing  and   show  selecBons  are  performed  using   the  mobile  app.     q  Product  placements  integrated  with   the  TV  Remote  app,  allowing    viewer   to  purchase  related  merchandise     7/3/2013   Martell  TV  ©  2013  CONFIDENTIAL   19   Integrated  2nd  Screen  Viewing  
  • q  Enables  adverBsers  to  purchase  ads  in  'premium'  day  schedule  Bme-­‐slots  using  a   simple  four-­‐step  'Ad  Bid  Wizard'  *.     q  Reduced  availability  of  ad  space  increases  compeBBon  and  drives  up  the  purchase   price  of  ad  space,  increasing  profits  for  staBon  creators.     *A  separate  CPM  based   ad  display  system  is  used   to  sell  ad  stock  on   previously  aired  episodes   available  on  demand,   func@oning  similar  to   AdWords.     7/3/2013   Martell  TV  ©  2013  CONFIDENTIAL   20   Targeted  Ad  MoneBzaBon  
  • 7/3/2013   Martell  TV  ©  2013  CONFIDENTIAL   21   Partnering  with  Providers   CUSTOM  API’s  FOR  CONTENT  PROVIDERS   q  Used  to  develop  embedded  applets  for  websites  &  Facebook  Pages,  such   as  displaying  staBon's  current  schedule.   q  ExisBng  subscripBon  plan  systems  can  be  incorporated  into  StaBons  to   enable  premium  content  releases  (simulcasts,  feature  films)  or  discounts   on  merchandise  purchased  through  mobile  device  app.   q  Customized  soluBons  allow  integraBon  with  other  plalorms.      
  • 7/3/2013   Martell  TV  ©  2013  CONFIDENTIAL   22   Contact  InformaBon:   CEO  Carey  Martell   careymartell@martellbrothers.com     Martell  TV  looks  forward  to  partnering  with  Content  Providers   to  achieve  mutual  business  success.