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

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2007 : A Case Study of Ministry of Sound TV IPTV offering. How to take a digital media concept and execute it, within an environment that has unclear business models. Ministry of Sound TV has achieved greatness on all of its platforms and syndication activities.

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

    1. 1. X:MEDIA LAB, SINGAPORE SEPTEMBER 2007 Assia Grazioli-Venier Head of MOSTV (Business Development & Syndication)
    2. 2. From Creative Concept to Successful Business Ministry of Sound TV, a Case-Study
    3. 3. MINISTRY OF SOUND HISTORY <ul><li>SUPERCLUB </li></ul><ul><li>GLOBAL CLUB BRAND </li></ul><ul><li>RECORD LABEL </li></ul><ul><li>COMPILATIONS </li></ul><ul><li>GLOBAL TOURS </li></ul><ul><li>CONSUMER ELECTRONICS </li></ul><ul><li>FITNESS VIDEOS </li></ul><ul><li>FASHION LINE </li></ul><ul><li>MINISTRY OF SOUND DIGITAL </li></ul><ul><ul><li>ONLINE SHOP </li></ul></ul><ul><ul><li>MOS DOWNLOADS </li></ul></ul><ul><ul><li>RADIO </li></ul></ul><ul><ul><li>… AND… </li></ul></ul>
    4. 4. MoSTV
    5. 5. WHO WE ARE MOSTV IS THE FIRST PORTAL OF DANCE MUSIC TELEVISION Aggregating the latest and most entertaining content of all dance sub-genres from around the globe!
    6. 6. OUR CONTENT <ul><li>TOP CONTENT!! </li></ul><ul><li>Clubbers Guide To..... </li></ul><ul><li>Ibiza Opening/ Closing Parties </li></ul><ul><li>Music Videos such as “Call on Me” and “Fedde Le Grand” </li></ul><ul><li>24+ HOURS BROADCAST </li></ul><ul><li>QUALITY FEATURES </li></ul><ul><li>DEDICATED TO WHAT'S </li></ul><ul><li>HOT IN HOUSE! </li></ul><ul><li>MoS music videos ....pre-released! </li></ul><ul><li>Behind the Scenes </li></ul><ul><li>Ibiza 2007 </li></ul><ul><li>Live Club Features </li></ul><ul><li>Exclusive DJs </li></ul><ul><li>Kandi Vision </li></ul><ul><li>24/7 channel </li></ul>
    7. 7. GROWING SYNDICATION STRATEGY
    8. 8. CREATIVE IDEA >> BUSINESS PLAN <ul><li>STEP-BY-STEP PROCESS: </li></ul><ul><li>Taking a creative idea and turning it into a successful business proposition: </li></ul><ul><li>UNDERSTAND YOUR CUSTOMERS </li></ul><ul><li>BRANDING </li></ul><ul><li>UNDERSTAND YOUR INDUSTRY </li></ul><ul><li>UNDERSTAND YOUR BUSINESS </li></ul><ul><li>MARKETING </li></ul><ul><li>MAKE FRIENDS </li></ul><ul><li>SEE THE FUTURE </li></ul>
    9. 9. ENTREPRENEUR INNOVATIVE VISIONARY AMBITIOUS KNOWLEDGEABLE FLEXIBLE
    10. 10. UNDERSTAND YOUR CUSTOMERS 18-24 YRS Students/Young Professionals Frequent Socialising Music & Fashion Consumer 25-35 YRS Professionals Higher Disposable Income Aspirationally Trendy UNISEX ∙ FUN LOVING ∙ SPONTANEOUS ∙ HEDONISTIC ∙ TRENDY ∙ SOCIABLE FASHION CONSCIOUS ∙ ASPIRING ∙ MATERIALISTIC ∙ SEXY
    11. 11. BRANDING CLEAR CREATIVE FUNCTIONAL CURIOUS
    12. 12. UNDERSTAND YOUR INDUSTRY <ul><li>IPTV: ‘INTERNET PROTOCOL TELEVISION’ refers to the delivery of digital content and pother </li></ul><ul><li>audio and video services over broadband data networks using the same basic protocols that support </li></ul><ul><li>the internet </li></ul><ul><li>Vital components to success of IPTV are those that drive customer adoption </li></ul><ul><li>Customer Adoption driven by: </li></ul><ul><ul><li>Quality of service (Broadband Penetration + Technology) </li></ul></ul><ul><ul><li>Quality of programming </li></ul></ul>
    13. 13. UNDERSTAND YOUR INDUSTRY Source: Point Topic
    14. 14. UNDERSTAND YOUR BUSINESS <ul><ul><li>? WHAT ARE CUSTOMERS WILLING TO PAY FOR ? </li></ul></ul><ul><li>OVER HALF OF COMMUNICATIONS INDUSTRY EXECUTIVES BELIEVE THAT IPTV WILL GENERATE REVENUE </li></ul><ul><li>WITHIN THE FIRST 3 YEARS OF SERVICE (ACCENTURE AND ECONOMIST INTELLIGENCE UNIT) </li></ul><ul><li>THE GLOBAL MARKET FOR IPTV VIDEO SERVICES WILL RISE TO $26 BILLION BY 2011, UP FROM </li></ul><ul><li>$799 MILLION IN 2006 (ISUPPLY.COM) </li></ul><ul><li>87% OF EXECUTIVES BELIEVE THAT CONTENT PROVIDERS HAVE THE MOST TO GAIN FROM IPTV </li></ul><ul><li>IN TERMS OF REVENUE! (ACCENTURE AND ECONOMIST INTELLIGENCE UNIT) </li></ul><ul><li>REVENUE SOURCES </li></ul><ul><ul><li>TARGET ADVERTISING AND INTERACTIVITY IPTV-based advertising revenue predicted to surpass $1billion annually 2010 </li></ul></ul><ul><ul><li>CONTENT PROVIDERS </li></ul></ul><ul><ul><li>added revenue source of up-front licensing fees for programming as network operators and platforms compete over content acquisition </li></ul></ul><ul><ul><li>SUBSCRIPTION FEES for premium content </li></ul></ul>
    15. 15. MARKETING <ul><li>INCREASE PRODUCT EXPOSURE </li></ul><ul><li>Online Communities  USERS </li></ul><ul><li>Guerilla Marketing  VIRALS! </li></ul><ul><li>Cross Promotion – strategic use of internal resources to increase visibility of brand </li></ul><ul><li>Digital Syndication: Widgets and 3 rd party embeddable players </li></ul>
    16. 16. MAKE FRIENDS <ul><li>If you can’t beat them, PARTNER with them! </li></ul><ul><li>Let the big players fight it out amongst themselves until the industry settles. </li></ul><ul><li>Partner with your competitors </li></ul><ul><li>Leverage your brand via piggy backing on more established companies </li></ul>
    17. 17. SEE THE FUTURE CAUTIOUS & BOLD
    18. 18. TAKE-AWAY <ul><li>VISIONARY Listen to your gut instincts….. Look around you and look ahead! </li></ul><ul><li>AMBITIOUS Believe in the industry you are in, and believe in your product. Marketing and success starts from within-in. </li></ul><ul><li>KNOWLEDGEABLE </li></ul><ul><li>Know yourself, your industry, your enemies, and your obstacles </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
    19. 19. SEE YOU TONIGHT ON THE DANCE FLOOR!
    20. 20. THANK YOU FOR WATCHING

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