special report monetising content
Jeremy Deaner, CEO of AmberFin, discusses
what media content owners and distributors
need to do to monetise their content across
multiple viewing devices.
The monetising of
video content
ver the last few years phenomenon of 'catch up TV', where the most effective business model for
there has been a pulling and watching content when their content, both in terms of money
fundamental shift in the you want over the Internet, from and distribution, without eroding
media content market. services such as the BBC iPlayer, is existing revenue streams. For
Today content is not only becoming an extremely popular example, it is a fact that content
O
pushed out via traditional viewing mechanism. owners generally only make real
entertainment mediums such as TV In response to this trend, film and money out of video content after it is
and cinema, it is also distributed over a broadcast companies are reacting to sold to the broadcast markets or
variety of new channels including the Internet by making more and more disseminated on DVD. The industry
mobile devices, IPTV and the Internet. content available online and, as a relies on this revenue and on the
Jeremy Deaner, CEO
With the supply-side of content result, the media content market is advertising income that can be
of AmberFin.
changing so has the demand-side. thriving. According to associated with it.
Consumers now expect to be able to PricewaterhouseCoopers' 'Global The key now is to find a way for
pull and watch the content they want, Entertainment and Media Outlook' traditional revenue models to work
when they want it, via any of the report, revenue in the worldwide film across all media channels, whether that
channels they have access to. This is industry is expected to grow at a is box office, DVD, mobile phone,
most notably the case with broadband,
For every
compound annual growth rate of handheld gaming device, PC or the
where national penetration levels have approx 5.3% to reach USD 104 billion latest must-have flat screen TV. The
media outlet
made it possible for individuals to in 2010. Worldwide revenue for the film and broadcast industry has been
download content through any device, the priorities broadcast sector also looks to increase experimenting with Internet and mobile
whether it is a PC or handheld, at the
are
from USD 284.1 billion in 2007 to USD services already but does not want to
time that is most convenient to them.
monetising
326.2 billion by 2010 (forecasts unduly affect revenue streams from
As this trend evolves consumers are
their media
www.marketingcharts.com). Growth in sources such as broadcast advertising,
also starting to demand more control both these markets will come from film box office and DVD sales. The
content,
from their entertainment experiences. box office takings, advertising, DVD question now is: how can the film and
keepingAs we have seen with sites such as sales and other associated revenues. broadcast industry generate additional
YouTube, consumers today have a
audience
However, although these predictions revenue from new distribution channels
seemingly insatiable hunger for
share while
look extremely healthy for the sooner without negatively impacting
content and will watch what they
determining
industry, this growth will rely on the established ways of making money?
want, when they want, on any device
the most
continued adoption of digital The many different entertainment
they want. This has been amply distribution channels for delivering channels now available imply diverse
successful
demonstrated by the number of quality content and finding ways to revenue streams. However, taking .
consumers downloading on-demand new revenue
4
7
successfully monetise the content that content to new channels brings up a
or pre-recorded TV online or via cable
streams.
e
gis distributed over these channels. whole raft of new questions with the
a
P
and satellite. This is down to the fact ultimate ones being how much, if
n
The next steps
o
that broadband speeds have risen anything, are consumers prepared to
d
e
continuously, picture quality has pay for content via different channels
u
n
i
improved and free online content has Already content owners and and how much will advertisers be t
n
o
increased. In addition, the new distributors are working hard to find prepared to spend.
C
72 l ibe l september/october 2009 l
www.ibeweb.com
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