Cross-Media Business Models: Financing Beyond the Big Screen - Peter Cowley


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Peter Cowley's presentation from Power to the Pixel's Cross-Media Film Forum in London, October 2009.

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  • 40,000 hours of content not 20,000. Library of over 2,000 producing 40,000 hours of content annually (list genres). 20,000 of which is scripted.
  • Lose pepsico and chrysler - DONE
  • Lose pepsico and chrysler - DONE
  • Cross-Media Business Models: Financing Beyond the Big Screen - Peter Cowley

    1. 1. Power to The Pixel Endemol Case Study October 2009 Peter Cowley Name presentation | Name Meeting, date
    2. 2. A Worldwide Content Producer The largest independent production company in the world across TV and digital with 80 companies in 26 countries . Content seen by billions of viewers every year. 40,000 hours of original content from over 500 shows across 400 broadcasters and cross media platforms in 200 countries. (across reality, entertainment, game shows, animation, comedy and drama) .. Library of over 2,000 formats produces worldwide hits like Big Brother, Deal or No Deal, Extreme Makeover: Home Edition, Star Academy and Wipeout. Over 20,000 hours of original content produced annually is Scripted! Copyright Endemol International
    3. 3. Based in 26 countries, active in all Copyright Endemol International
    4. 4. Endemol Franchises: Global Successes <ul><li>Brainteaser: The most successful iTV format in the world with 92 million calls and SMS. </li></ul><ul><li>Deal or No Deal: over 15 million viewers on NBC, a proven success in 90 countries </li></ul><ul><li>Extreme Makeover: Home Edition: Emmy award-winning format, averaging 11 million viewers on ABC. A global hit in 175 countries. Sponsored by Sears </li></ul><ul><li>Wipeout: Endemol’s fastest-selling format with 27 countries sold in less than one year. 12 million viewers on ABC </li></ul><ul><li>1 vs. 100: The debut on NBC hit a record breaking 12.6 million viewers for the network. A hit in 69 countries. </li></ul><ul><li>Big Brother: 321 million viewers across 20 countries in 2008. </li></ul>Copyright Endemol International
    5. 5. Trends <ul><li>Technological Change </li></ul><ul><li>Broadband penetration, 3G access, laptops, smartphones </li></ul><ul><li>‘ Open’ platforms: iPhone, Andoid, Facebook connect </li></ul><ul><li>Audience Behaviour Change </li></ul><ul><li>Increase of video viewing on-line </li></ul><ul><li>Social media connects people on-line </li></ul><ul><li>Co-viewing: TV & internet at the same time </li></ul><ul><li>Business Models </li></ul><ul><li>Rise of on-line advertising (mainly via Search) </li></ul><ul><li>Micro-payments fund digital music & games </li></ul><ul><li>Product integration & placement legal on-line </li></ul><ul><li>Democratisation of Production </li></ul><ul><li>Lower cost production techniques </li></ul><ul><li>App stores, UGC, bedroom developers & crowd sourcing </li></ul>Copyright Endemol International
    6. 6. The rise of broadband has led to device proliferation in the way video content is consumed… Copyright Endemol International <ul><li>Nearly 25% of US online consumers who own a TV say they have at least one PC connected to a TV; that number balloons to 47% among entertainment home networkers </li></ul><ul><li>Vudu's Internet VOD service will be coming to LG TVs in August 2009 giving access to hundreds of movies and TV shows in HD and 5.1 Dolby </li></ul><ul><li>Roku's $100 Digital Media Player is expanding beyond its current Netflix and Amazon offerings to deliver Mediafly and content </li></ul><ul><li>Netflix online movie streaming </li></ul><ul><li>10M offline subscribers as of 02/09; 1MM streaming subscribers </li></ul><ul><li>1.5B streaming minutes since launch in 09/08 </li></ul><ul><li>X-Box console is a media centre in many people’s homes </li></ul><ul><li>New social features and HD streaming in the works </li></ul><ul><li>Streaming is free and unlimited for any member on the $8.99 / month plan via X-Box, Roku or TiVo </li></ul>
    7. 7. ... and a change in audience behaviour as PC and on-demand viewing is rising Copyright Endemol International
    8. 8. Smartphones & App Stores have changed mobile forever... <ul><li>2B apps have been downloaded since the iPhone launch </li></ul><ul><li>6M apps downloaded per day </li></ul><ul><li>iPhone gaming market is over $250M </li></ul><ul><li>Top game – Tap Tap Revenge – sold over 4M units </li></ul>Copyright Endemol International
    9. 9. Farmville: the biggest game on Facebook <ul><li>The most popular game on Facebook with over 50M players in September, up from 33M in August </li></ul><ul><li>Over 50M virtual farms; 20 times more than actually exist U.S. Players buy 500,000 virtual tractors a day in the game. </li></ul><ul><li>Zynga, the producer of the game, make $500k per day across a small portfolio of games & have gown from 50m to 130m players a month </li></ul>Copyright Endemol International
    10. 10. Online video, growing fast <ul><li>Big growth in audience consumption of on-line video </li></ul><ul><li>On-line video advertising market is small, but will catch up with consumption </li></ul>Copyright Endemol International
    11. 11. … and further change expected as ad dollars migrate online… Copyright Endemol International “ Companies are spending up to 13% on digital. We know we spend up to 20% of our time online, so in theory spending should be up at 20%... It’s just natural conservatism, resistance to change and inability to adapt to change. I believe when digital budgets get to 20%, which will be in four or five years , we’ll be spending 30% of our time online.” WPP CEO Sir Martin Sorrell
    12. 12. TV extensions <ul><li>TV shows, extensions on to digital platforms </li></ul><ul><li>Video clips </li></ul><ul><li>Secret Story, 320m, video views </li></ul><ul><li>BB Isreal, 61m video views </li></ul><ul><li>BB UK, 25m video views </li></ul><ul><li>Game Extensions </li></ul><ul><li>Deal or No Deal, #1 java game in many countries, iPhone game launched </li></ul><ul><li>DOND: Top 3 branded games in on-line gaming & gambling sector </li></ul><ul><li>1 vs 100 on Xbox Live </li></ul>
    13. 13. Original Digital Programming (ODP) <ul><li>ODP Success: </li></ul><ul><li>Married on MySpace (US) , 15m video views in 13 weeks </li></ul><ul><li>Beat (UK), 10m video views in 12 weeks on </li></ul><ul><li>SurfCamp, 3m video views on Daily </li></ul><ul><li>Vidas Cruzadas, 2m views on </li></ul><ul><li>Cell2 just launched on Crackle, FX, and as </li></ul>
    14. 14. <ul><li>O2 Original Commision </li></ul><ul><li>20 x 2min episodes (40 min Seamless) </li></ul><ul><li>engaging mobile, online, TV drama </li></ul><ul><li>Story </li></ul><ul><li>The Story of a man who wakes up in a lawless prison. </li></ul><ul><li>Promotion </li></ul><ul><li>Launched on O2 and cross network in UK in Feb with little promotion. </li></ul><ul><li>Interactivity </li></ul><ul><li>Game </li></ul><ul><li>International Distribution </li></ul><ul><li>Successfully licensed to: </li></ul><ul><li>Sony Pictures US ( </li></ul><ul><li>Fox International on ‘’ </li></ul><ul><li> </li></ul><ul><li> </li></ul>Cell Copyright Endemol International
    15. 15. Cell Copyright Endemol International
    16. 16. Cell 2 <ul><li>Synopsis </li></ul><ul><li>Spence’s (Cell1) brother Josh travels to a South American jungle to infiltrate a drugs cartel who he suspects of holding his brother prisoner. Companion game & website. </li></ul><ul><li>Format </li></ul><ul><li>Cell2: 10 x 4 min episodes (40 min Seamless) </li></ul><ul><li>Cell1+ Cell2 = Cell: Full Dose, 13 x 7 mins & 90 min feature </li></ul><ul><li>Crackle launched Cell1 & Cell2 together as Cell: Full Dose in summer 2009. Fox launch worldwide in October 09 </li></ul><ul><li>Sold to SFR in France, launch Q4 09 </li></ul><ul><li>Results </li></ul><ul><li>Sony Pictures & Fox International Channels funded Cell2 after success of Cell1 on their networks </li></ul><ul><li>Cell1: 2m+ video views via Fox </li></ul>Copyright Endemol International
    17. 17. Digital Film Partnerships Circle of 8 – Direct to Digital Movie <ul><li>Circle of 8 </li></ul><ul><li>13 x 7 min & 90 min feature </li></ul><ul><li>Direct to Digital Movie </li></ul><ul><li>Produced by Milcan Van Eyssen </li></ul><ul><li>Funded by Paramount Pictures </li></ul><ul><li>US Distribution: MySpace USA (launches October ’09) </li></ul><ul><li>US Sponsors: Mountain Dew, Adobe </li></ul><ul><li>Synopsis </li></ul><ul><li>pyschological thriller: young girl moves in to a new apartment block in a new town, and people begin to die. Companion social game to help solve the mystery </li></ul><ul><li>Distribution Rights </li></ul><ul><li>Endemol has global distribution (TV & digital) and brand partnership rights </li></ul>Copyright Endemol International
    18. 18. Digital Film Partnerships Woke Up Dead – Direct to Digital Movie <ul><li>Woke Up Dead </li></ul><ul><li>20 x 4-5 min & 90 min feature </li></ul><ul><li>Direct to Digital Movie </li></ul><ul><li>Produced by Electric Farm </li></ul><ul><li>Funded by SPTI </li></ul><ul><li>US Distribution: (launches Q4 2009) </li></ul><ul><li>US Sponsors: Kodak </li></ul><ul><li>Synopsis </li></ul><ul><li>Comedy Zombie movie: Drex (John Heder), wakes up dead in the bath. He joins forces with his flatmate and doctor to find out what has happened to him. Companion website with extra content. </li></ul><ul><li>Distribution Rights </li></ul><ul><li>Endemol has UK distribution (TV & digital) and brand partnership rights </li></ul>Copyright Endemol International
    19. 19. <ul><li>Peter Cowley </li></ul><ul><li>global head of original digital productions, Endemol Group </li></ul><ul><li>md digital media, Endemol UK </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @petercowley </li></ul>Copyright Endemol International