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Potentiale von Online-Entertainment

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Neue Plattform, neues Paradigma. Potenziale von Made-for-Online-Entertainment.

- Die 1000 Euro Produktion im Long Tail View
- sevenload - Video Kills the TV Star
- Neue Überzeugungskraft: Corporate TV und Viralspots
- Die Content - Plattform Synergie
- Neuer Qualitativer Content
- Die Contentplattform Synergie
- Made-for-Online Entertainment


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Published in: Technology
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Potentiale von Online-Entertainment

  1. 1. Neue Plattform, neues Paradigma. Potenziale von Made-for-Online-Entertainment AUDIENCE RELEVANCE
  2. 2. Die 1000 Euro Produktion im Long Tail View Veränderungen im Machtverhältnis der Medien Vom klassischen Konzepten zu internetbasierten Anwendungen Individuelle Formate mit individuellen Zielgruppen Andrang von echten Sendeformaten!
  3. 3. Möglichkeiten zu Fragmentieren mit dem nötigen Targeting: Die 1000 Euro Produktion im Long Tail View
  4. 4. Fast jedes Format wird seine spezielle Zielgruppen anziehen! Im Internet kostet der Kontakt zu 1000 Nutzern drei bis fünf Euro, im TV trotz Streuverluste 30 bis 80 Euro. Das wird sich angleichen. Die 1000 Euro Produktion im Long Tail View
  5. 5. <ul><li>Über 180 Formate in 24 Kanälen </li></ul><ul><ul><li>März 2008 über 300 Formate </li></ul></ul><ul><li>Mix aus User Generated Content und professionellen Inhalten </li></ul><ul><li>Künstler stehen unter Vertrag </li></ul><ul><li>Qualitativer Content </li></ul><ul><li>Indirektes Millionenpublikum mit aktiven zielgruppenspezifischen Zuschauer im Tausender-Bereich je Episode und pro Sendeformat! </li></ul>sevenload - Video Kills the TV Star
  6. 6. Neue Überzeugungskraft: Corporate TV und Viralspots Verbreitung der Inhalte eines Corporate TV Angebotes erfolgt immer gezielt Streuung auf multiplen Distributionswegen sorgt für Steigerung des Markenbewusstseins Relevante Platzierung der Inhalte auch auf anderen Videoportalen und IPTV Kanälen
  7. 7. Neue Überzeugungskraft: Corporate TV und Viralspots In der Kürze liegt die Würze Ein Viralspot muss kurz sein und dabei die Botschaft knapp, präzise und eindeutig herüberbringen. Inhalte mit Mehrwert Die beworbene Marke steht nicht alleine im Vordergrund, vielmehr wird sie überstrahlt oder nimmt einen nebensächlichen Charakter ein, so dass der Fokus nur auf der Story selbst liegt. Werbung ist lästig, Information nicht.
  8. 8. Neue Überzeugungskraft: Corporate TV und Viralspots Unkonventionelle Verbreitung Im Vorfeld ist aktive Teilnahme in einer Community wichtig zum Aufbau von Vertrauen. Auswertung und Erfolgsmessung Die Reichweitenanalysen müssen langfristig und tiefgehend erfolgen. Markenschutz Statt rechtlicher Schritte gegen User-Generated-Content sollten Unternehmen gelassen auf unautorisierte Viralspots reagieren und die Entwicklung kontinuierlich beobachten.
  9. 9. Videoportale & IPTV Plattformen
  10. 10. Die Content - Plattform Synergie Die Qualität des Contents ist wichtig... Es ist einfach den Zuschauer auf eine Plattform mit den gängigen Marketinginstrumenten zu bringen. ... doch der Zuschauer ist umso wichtiger! Trotz effektivem Marketing, herrschender Usability, vollkommener Benutzerfreundlichkeit und innovativer Technik ist es schwer die Zuschauer durch ein klassisches Lean Back Prinzip auf Portalseiten zu halten.      
  11. 11. Neuer Qualitativer Content „ Bondingcharakter“ der Formate und der Plattform Neue innovative Sendeformate erzeugen eine viel größere Bindung der Zuschauer zu dem Portal als Anbieter anstatt zu individuellen Filmchen entsteht.
  12. 12. Die Content - Plattform Synergie Individualisierte Contentportale Portale für Handwerker, für Ärzte, für Pferdeliebhaber etc.: Das wird der Schlüssel sein für lokale Anbieter. Die Summe dieser Player wird größer als die großen Player sein. Content ist immer noch King!
  13. 13. Neuer Qualitativer Content Just in time Ratings Die Mobilität der Zuschauer über „Handy TV“ ist eine starke nicht zu unterschätzende Marktmacht. Direktes Bewerten und Kommentieren an jedem Ort zu jedwedem Content als Kernsegment einer mobilen Anwendung.  Social experience points! Spielelemente, Rewards, Belohnungen und interaktive Elemente beschäftigen und begeistern die Zuschauer!  
  14. 14. Lean Back & Consume? Die Zuschauer kennen den Lean-Back Modus seit Jahren! Das Konsumverhalten vor allem von jüngeren Zuschauern verändert und orientiert sich nach ihren individuellen Bedürfnissen und ihrer Wahrnehmung.
  15. 15. Made-for-Online Entertainment Interaktives Fernsehen Level 0: An-und Ausschalten und Programmwechsel (Zapping) Interaktives Fernsehen Level 1: Paralleles TV (analog/ digital). Zeitversetzte Ausstrahlung des selben Programms auf mehreren Kanälen. Interaktives Fernsehen Level 2: Additivesdigitales TV: Parallele Ausstrahlung digitaler Zusatzinformationen mit oder ohne Programmbezug.
  16. 16. Made-for-Online Entertainment Interaktives Fernsehen Level 3: Media on Demand. Individueller Abruf von digital gespeicherten Inhalten, passive Benutzerführung; Medieninhalte werden von professionellen Anbietern produziert. Interaktives Fernsehen Level 4: Kommunikatives TV: Interaktive Dienstleistungen (Teleshopping, Telebanking) und individuelle Bildkommunikation, aktive Benutzerorientierung; Nutzer kommunizieren untereinander; machen ihr eigenes Programm (Bildtelefon, Video-Mail, Videoplattformen)
  17. 17. Made-for-Online Entertainment Grad der Personalisierung Personalisiertes Programm Mikro-Zielgruppen Themenspezifisch Senderspezifisch
  18. 18. Vielen Dank für Ihre Aufmerksamkeit!

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