Video content from chain to network

Video Content Value From chain to network Gijsbregt Brouwer June 2007

Video Content Value Chain: linear fee based
Every link in the chain is independent
Fees pay for the added value in the link before yours
Linear build up from idea through professionals to consumer
At the end of the chain the content is consumed and “finished”
Clear boundaries and separate roles
Theorethical situation due to other money flows and vertical integration

Video Content Value Chain: linear fee based Format Rights Raw video Edited video License fee Development fee Distribution fee Subscription Video on a channel + ads packaged Video on transport Video in the consumers home
Content owner:
Disney
NFL
ECV
Producer:
Endemol
Eyeworks
UBF
Packager:
RTL
ABC
Eurosport
Carrier:
KPN
UPC
TWC
Consumer

Video Content Value Chain: linear advertisement based
Advertising organizations own content and have it produced
Some of the money for the production comes directly from the consumer
Some of the money comes from from the advertiser
Linear build up from idea through professionals to consumer
At the end of the chain the content is consumed and “finished”
Clear boundaries and separate roles
Theorethical situation due to other money flows and vertical integration

Video Content Value Chain: linear advertisement based Format Rights Raw video Edited video Development fee Non spot fee Distribution fee Subscription Video on a channel Video on transport Video in the consumers home
Content owner:
Unilever
P+G
Reddbull
Producer: Sub- contractor
Packager:
RTL
ABC
Eurosport
Carrier:
KPN
UPC
TWC
Consumer Commercial fee through sales

Video Content Value Network: non-linear
Content is produced and owned by professionals and consumers
Destination of the content can be any device, any place, any time
Content value is added by professionals and consumers
Same content comes in many formats
Networked interaction
Content is consumed on demand and is never finished
Fees are paid for transport and storage
Advertisement is paying for most of the costs
No clear boundaries and no clear roles
Theorethical situation due to transition from older linear period

Video Content Value Network: non-linear Stap 3 Advertisement Rights Different formats Raw video Edited video Video on the consumers device Video programmed on a channel Video transport Video storage

Vision of the future of content
On demand kills of channels
IP has no meaning: content belongs to everybody
Fees are low and flat and only for commodities not for content
Advertising model will win
Traditional single point (time/place) advertising is death
Abundant content is openly available to everybody
Content changes permanently

Video Content Value Network: non-linear Stap 3 Advertisement Rights Different formats Raw video Edited video Video on the consumers device Video programmed on a channel Video transport MULTIPLATFORM Video storage

As with cattle: don’t build fences, brand your goods
Former advertisers:
Be everywhere: in and around the content
Brand the content, domains, even devices
Be close to the consumer, be invited by the consumer
Provide quality content for consumption or co-production
Provide facilities relevant to the consumer

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Video content from chain to network

by Gijsbregt Brouwer on May 28, 2007

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Video content from chain to network — Presentation Transcript