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Online Video - What Does it Mean for National Geographic Channel

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Presentation by National Geographic Channel at Mid-Atlantic Marketing Research Association event on Future TV, May 2010, Washington DC

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Online Video - What Does it Mean for National Geographic Channel

  1. 1. ONLINE VIDEO – WHAT DOES IT MEAN FOR NGC?
  2. 2. ONLINE VIDEO GROWTH
  3. 3. TIME SPENT ON VIDEO
  4. 4. ONLINE VIDEO ACROSS AGE GROUPS
  5. 5. ACTUAL AND SELF REPORTED BEHAVIOR Yet, Homes Using TV Strong Source: Nielsen Media Research. 6A-6A Mon-Sun
  6. 6. ONLINE VIDEO USERS ARE MEDIA JUNKIES
  7. 7. ONLINE VIDEO – DEFINITION CHANGING <ul><li>Authentication/TV Everywhere </li></ul><ul><li>Cable tru2way </li></ul><ul><li>IP-enabled sets </li></ul><ul><li>Social media in set </li></ul><ul><li>IPad simultaneous viewing apps </li></ul><ul><li>Mobile social opportunities </li></ul>
  8. 8. WHAT DOES THIS MEAN FOR NAT GEO? <ul><li>Our job as researchers – put the pieces together </li></ul><ul><li>What questions do we need answered? What questions have answers? </li></ul><ul><li>Creating a story of online video/TV interaction to help guide NGC’s strategy </li></ul>
  9. 10. UNIQUE POSITION <ul><li>Research </li></ul><ul><ul><li>Primary/Secondary </li></ul></ul><ul><ul><li>Programming </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Ad sales </li></ul></ul><ul><ul><li>Finance/Corporate </li></ul></ul><ul><ul><li>Digital </li></ul></ul><ul><li>Digital Media </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Digital Distribution </li></ul></ul><ul><ul><li>VOD </li></ul></ul><ul><ul><li>EST/DTO </li></ul></ul><ul><ul><li>Games </li></ul></ul><ul><ul><li>Interactive TV </li></ul></ul><ul><ul><li>Mobile Apps </li></ul></ul>
  10. 11. KEY NGC QUESTIONS <ul><li>Linear TV – active vs. passive and changing technology </li></ul><ul><li>Online video – replacement, convenience, new content? </li></ul><ul><li>Streaming on computers- is this old school now? </li></ul><ul><li>Social media impact – on TV, on devices, ‘recreating watercooler TV’? </li></ul><ul><li>Most importantly: Content trends, what are people watching and what’s next? </li></ul>
  11. 12. NGC HAS CLEAR REVENUE PRIORITIES
  12. 13. YET WE UNDERSTAND MEETING CONSUMERS NEEDS <ul><li>LINEAR </li></ul><ul><ul><li>NGC >70MM </li></ul></ul><ul><ul><li>Wild >40MM </li></ul></ul><ul><li>VOD </li></ul><ul><ul><li>SD VOD >42MM </li></ul></ul><ul><ul><li>HD VOD >15MM </li></ul></ul><ul><ul><li>Wild SD >18MM </li></ul></ul><ul><li>MOBILE VIDEO </li></ul><ul><ul><li>Verizon </li></ul></ul><ul><ul><li>Sprint </li></ul></ul><ul><li>DOWNLOAD TO OWN </li></ul><ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Xbox </li></ul></ul><ul><ul><li>Amazon UnBox </li></ul></ul><ul><li>ONLINE STREAMING </li></ul><ul><ul><li>Hulu </li></ul></ul><ul><ul><li>MSN </li></ul></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>Myspace </li></ul></ul><ul><ul><li>Sling/Dishonline </li></ul></ul><ul><ul><li>TiVO </li></ul></ul>
  13. 14. <ul><li>Large disparity in behavior </li></ul><ul><li>We do not have good info on interaction </li></ul><ul><li>Each area has pros/cons in its own measurement – but nothing reliable crosses media </li></ul>Total Number of Events May 18, 2010 All 2010 to date. Source: Nielsen, Akamai, Rentrak, Hulu
  14. 15. Top Content Across Media <ul><li>Top TV Telecasts </li></ul><ul><li>1. Inside Cocaine Submarines </li></ul><ul><li>2. Taboo: Prostitution </li></ul><ul><li>3. Border Wars: Last Defense </li></ul><ul><li>4. Lost Gold of the Dark Ages </li></ul><ul><li>5. Border Wars: City Under Seige </li></ul>Top Hulu Streams 1. Fight Science: Pilot 2. Fight Science: Sniper Keeps His Cool (Short) 3. Fight Science: Mixed Martial Arts 4. Fight Science: Fighting Back 5. Expedition Grizzly Top VOD Transactions 1. Taboo: Nudity 2. Taboo: Strange Love 3. Taboo: Misfits 4. Taboo: Extreme Punishment 5. Taboo: Beyond the Grave Top NGC Online Video Streams (All Shorts) 1. Orangutan and the Dog 2. Killer Whale vs. Seal 3. Sizing Up Sperm 4. Fighting Crocs 5. Gorilla Machismo All 2010 to date. Source: Nielsen, Akamai, Rentrak, Hulu
  15. 16. FINAL THOUGHTS <ul><li>Balance behavior with perception – neither one alone tells the TV picture </li></ul><ul><li>One source of data can be misleading – need to look across sources </li></ul><ul><li>Demise of linear TV is well documented and so far, untrue- but we cannot assume anything </li></ul><ul><li>NGC has needed guidance from research on where to place bets </li></ul><ul><ul><li>Content is king </li></ul></ul><ul><ul><li>Unique eco-system </li></ul></ul><ul><ul><li>Timing is everything – distribute wisely </li></ul></ul><ul><ul><li>There’s no immediate rush – cannot let stories change strategy </li></ul></ul>

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