{"id":217,"date":"2004-10-06T22:28:12","date_gmt":"2004-10-06T22:28:12","guid":{"rendered":"https:\/\/viodi.com\/classic\/2004\/10\/06\/article1-29\/"},"modified":"2023-08-13T18:27:19","modified_gmt":"2023-08-13T18:27:19","slug":"article1-29","status":"publish","type":"post","link":"https:\/\/viodi.com\/classic\/2004\/10\/06\/article1-29\/","title":{"rendered":"Digital Hollywood \u2013 Networking and More"},"content":{"rendered":"\n<\/p>\n

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Quick Jump Menu to this Issue’s Articles October 6th, 2004 Overview Digital Hollywood – Networking and More: An Interactive Conference On Interactive Television: Downloads – The Future of TV? <\/p>\n

Digital Hollywood \u2013 Networking and More <\/b><\/p>\n

by Ken Pyle (ken.pyle@viodi.com), Viodi, LLC<\/a><\/p>\n

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October 6, 2004 Issue<\/strong><\/p>\n

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The Digital Hollywood<\/strong><\/a> show brought together something like 2,000 professionals working in the entertainment, financial and technology<\/strong> industries last week. The following represents a small sampling of some of the comments made at this three-plus day conference. Based on these comments, television is definitely changing and will never quite be the same. <\/p>\n

Lauri Lawrence<\/strong> of NBC-Universal<\/strong> pointed out that on-demand is not about quantity, but about quality. How does a content owner offer something compelling and still create a return on investment? Advertising<\/strong> is crucial, but is also requires that data be fed back in a timely manner. Packaging<\/strong> content is critical to maximizing the value of the programming assets. An example of a successful cross-promotion NBC-Universal created was what they did for the movie 8 Mile<\/em><\/strong>. <\/p>\n

For this movie, they created a special, free-on-demand, music video showcase<\/strong>, which was a 40 minute mix of music videos associated with the movie interspersed with advertisements about the movie. These advertisements also had information as to how to order the movie from the on-demand system. They found that 18% of the viewers <\/strong>of the music video showcase ordered and paid for 8 Mile<\/em><\/strong> via the on-demand system. <\/p>\n

Cross-promotion within on-demand products is important, but David Nathanson<\/strong>, VP of Advanced Services and Channel Development, Fox Cable Networks Group<\/strong> & General Manager, Fox Cable Sports<\/strong>, suggested that it also critical to cross-promote linear and on-demand<\/strong> offerings. He said that, \u201cthere is life for a 30 second spot within VOD.\u201d Fox recently had a promotion where a VOD spot drove viewers to the National Geographic [which Fox distributes] linear channel. <\/p>\n

A network that is being designed with VOD in mind is from a company called Ripe Digital Entertainment<\/a><\/strong>. Jonathan Barbato<\/strong> of Ripe discussed how they are creating a channel that will live in multiple media, such as broadband, television and, eventually, mobile devices. What makes them different is that they are integrating advertising<\/strong> into the very fabric of the programming. <\/p>\n

They are gearing their programming to an on-demand world<\/strong>. This means the assets are shorter. They are also finding that content that would not fit into a linear world, such as a five minute cartoon, can work in the on-demand world. Their first network is targeted towards the 18-34 male demographic. Barbato suggested that television<\/strong> will be much more like magazines<\/strong>, in that their will many more specialized channels with advertising that is much more integrated into the programming than it is today. <\/p>\n

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Indie Telco Local Content Workshop Information Quick Jump Menu to this Issue’s Articles October 6th, 2004 Overview Digital Hollywood – Networking and More: An Interactive Conference On Interactive Television: Downloads – The Future of TV? Digital Hollywood \u2013 Networking and More by Ken Pyle (ken.pyle@viodi.com), Viodi, LLC \u00a0 About Viodi, LLC October 6, 2004 Issue […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-217","post","type-post","status-publish","format-standard","hentry","category-newsletter"],"_links":{"self":[{"href":"https:\/\/viodi.com\/classic\/wp-json\/wp\/v2\/posts\/217","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/viodi.com\/classic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/viodi.com\/classic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/viodi.com\/classic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/viodi.com\/classic\/wp-json\/wp\/v2\/comments?post=217"}],"version-history":[{"count":1,"href":"https:\/\/viodi.com\/classic\/wp-json\/wp\/v2\/posts\/217\/revisions"}],"predecessor-version":[{"id":820,"href":"https:\/\/viodi.com\/classic\/wp-json\/wp\/v2\/posts\/217\/revisions\/820"}],"wp:attachment":[{"href":"https:\/\/viodi.com\/classic\/wp-json\/wp\/v2\/media?parent=217"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/viodi.com\/classic\/wp-json\/wp\/v2\/categories?post=217"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/viodi.com\/classic\/wp-json\/wp\/v2\/tags?post=217"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}