Video Content Value  From chain to network Gijsbregt Brouwer June 2007
Video Content Value Chain: linear fee based <ul><li>Every link in the chain is independent </li></ul><ul><li>Fees pay for ...
Video Content Value Chain: linear fee based Format Rights Raw video Edited video License fee Development fee Distribution ...
Video Content Value Chain: linear advertisement based <ul><li>Advertising organizations own content and have it produced <...
Video Content Value Chain: linear advertisement based Format Rights Raw video Edited video Development fee Non spot fee Di...
Video Content Value Network: non-linear <ul><li>Content is produced and owned by professionals and consumers </li></ul><ul...
Video Content Value Network: non-linear Stap 3 Advertisement Rights Different  formats Raw video Edited  video Video on th...
Video Content Value Network: non-linear <ul><li>Vision of the future of content  </li></ul><ul><li>On demand kills of chan...
Video Content Value Network: non-linear Stap 3 Advertisement Rights Different  formats Raw video Edited  video Video on th...
Video Content Value Network: non-linear <ul><li>As with cattle: don’t build fences, brand your goods </li></ul><ul><li>For...
Upcoming SlideShare
Loading in …5
×

Video content from chain to network

3,809 views

Published on

The changing world of (video) content demands new content strategies. This is a short presentation of these changes. Simple models create reference for marketers and media managers and other interested in video content.

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,809
On SlideShare
0
From Embeds
0
Number of Embeds
60
Actions
Shares
0
Downloads
217
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Video content from chain to network

  1. 1. Video Content Value From chain to network Gijsbregt Brouwer June 2007
  2. 2. Video Content Value Chain: linear fee based <ul><li>Every link in the chain is independent </li></ul><ul><li>Fees pay for the added value in the link before yours </li></ul><ul><li>Linear build up from idea through professionals to consumer </li></ul><ul><li>At the end of the chain the content is consumed and “finished” </li></ul><ul><li>Clear boundaries and separate roles </li></ul><ul><li>Theorethical situation due to other money flows and vertical integration </li></ul>
  3. 3. 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 <ul><li>Content owner: </li></ul><ul><li>Disney </li></ul><ul><li>NFL </li></ul><ul><li>ECV </li></ul><ul><li>Producer: </li></ul><ul><li>Endemol </li></ul><ul><li>Eyeworks </li></ul><ul><li>UBF </li></ul><ul><li>Packager: </li></ul><ul><li>RTL </li></ul><ul><li>ABC </li></ul><ul><li>Eurosport </li></ul><ul><li>Carrier: </li></ul><ul><li>KPN </li></ul><ul><li>UPC </li></ul><ul><li>TWC </li></ul>Consumer
  4. 4. Video Content Value Chain: linear advertisement based <ul><li>Advertising organizations own content and have it produced </li></ul><ul><li>Some of the money for the production comes directly from the consumer </li></ul><ul><li>Some of the money comes from from the advertiser </li></ul><ul><li>Linear build up from idea through professionals to consumer </li></ul><ul><li>At the end of the chain the content is consumed and “finished” </li></ul><ul><li>Clear boundaries and separate roles </li></ul><ul><li>Theorethical situation due to other money flows and vertical integration </li></ul>
  5. 5. 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 <ul><li>Content owner: </li></ul><ul><li>Unilever </li></ul><ul><li>P+G </li></ul><ul><li>Reddbull </li></ul>Producer: Sub- contractor <ul><li>Packager: </li></ul><ul><li>RTL </li></ul><ul><li>ABC </li></ul><ul><li>Eurosport </li></ul><ul><li>Carrier: </li></ul><ul><li>KPN </li></ul><ul><li>UPC </li></ul><ul><li>TWC </li></ul>Consumer Commercial fee through sales
  6. 6. Video Content Value Network: non-linear <ul><li>Content is produced and owned by professionals and consumers </li></ul><ul><li>Destination of the content can be any device, any place, any time </li></ul><ul><li>Content value is added by professionals and consumers </li></ul><ul><li>Same content comes in many formats </li></ul><ul><li>Networked interaction </li></ul><ul><li>Content is consumed on demand and is never finished </li></ul><ul><li>Fees are paid for transport and storage </li></ul><ul><li>Advertisement is paying for most of the costs </li></ul><ul><li>No clear boundaries and no clear roles </li></ul><ul><li>Theorethical situation due to transition from older linear period </li></ul>
  7. 7. 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
  8. 8. Video Content Value Network: non-linear <ul><li>Vision of the future of content </li></ul><ul><li>On demand kills of channels </li></ul><ul><li>IP has no meaning: content belongs to everybody </li></ul><ul><li>Fees are low and flat and only for commodities not for content </li></ul><ul><li>Advertising model will win </li></ul><ul><li>Traditional single point (time/place) advertising is death </li></ul><ul><li>Abundant content is openly available to everybody </li></ul><ul><li>Content changes permanently </li></ul>
  9. 9. 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
  10. 10. Video Content Value Network: non-linear <ul><li>As with cattle: don’t build fences, brand your goods </li></ul><ul><li>Former advertisers: </li></ul><ul><ul><li>Be everywhere: in and around the content </li></ul></ul><ul><ul><li>Brand the content, domains, even devices </li></ul></ul><ul><ul><li>Be close to the consumer, be invited by the consumer </li></ul></ul><ul><ul><li>Provide quality content for consumption or co-production </li></ul></ul><ul><ul><li>Provide facilities relevant to the consumer </li></ul></ul>

×