#IBC2022
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IBC2022 ACCELERATOR: MEDIA CONTENT SHARING, MONETISATION AND
MICROPAYMENT SYSTEMS VIA BLOCKCHAIN
Aviram Bogin, VP Business and Markets, DAZN
By using blockchain as the basis for incentivised content sharing and micropayments, one of the IBC2022 Accelerator projects is proposing a bold new way of securing subscribers. The idea that personal recommendations
from family and friends can be among the most powerful prompts to watch specifi c fi lm and T content is nothing new. But to what extent can it be applied more methodically in the age of streaming, when new technologies exist that can potentially incentivise recommendations and convert viewers into subscribers? That’s one of the key challenges at the heart of the Media Content Sharing, Monetisation and Micropayment Systems via Blockchain Accelerator, which is being showcased in a presentation today at 12.30-13:15 on the Innovation Stage in Hall 2.
Drawing on the collective talents of DAZN
and Barco Digital Cinema as Project Champions, and Tata Elxsi,
Eluv.io and Perfect Memory as Participants, the project explores the scope for OTT service providers to offer ‘micro channels’ to share specifi c content with friends and family. At the core of the Accelerator is the idea of using NFTs or other token exchange mechanisms to incentivise recommendations, leading to the engagement of more interested viewers who will hopefully become full subscribers later on.
Paul Robinson, Consultant for Tata Elxsi, explains: “Ultimately, what we want is for people to become advocates and share content, and for them to be incentivised to do that. We expect that some people will become regular sharers
and recommend content to different groups of potential viewers. The person receiving the content will not get it for free; for example, if they are watching a few individual pieces of content they will pay for it through a series of micropayments. In the end, the hope would be that they watch enough content from a specifi c service] to want to become a subscriber, at which point the micropayments will cease.”
“The objective is to change the customer experience as little as possible, and I think we have been doing a good job of minimising any disruption in that regard,” Aviram Bogin, DAZN
BUILT ON BLOCKCHAIN All of the processes involved in the recommendation and sharing, including incentivisation and tokenisation, would be carried out on the blockchain. As to how consumers interface with any resulting services, and the precise form of tokenisation, those aspects would likely be tailored to the requirements of individual services. “It could be NFTs or other tokens,” says Robinson. “Bear in mind that there are potentially a lot of end users and they might have different views in terms of how the incentivisation is rewarded.” One potential option for engaging with content sharers could be to include an additional feature on an existing app. Whatever the eventual mechanisms of choice, says DAZN
Paul Robinson, Consultant, Tata Elxsi
P usiness and arkets Aviram ogin, the objective is to change the customer experience as little as possible, and I think we have been doing a good job of minimising any disruption in that regard. Ultimately, we aim to have an infrastructure and enablers in the back-end that can optimise the way the business distribution and monetisation are done.” Bogin hopes that today’s presentation will lead to more companies expressing an interest in the project and contributing their own ideas about how to harness blockchain to engage with potential new subscribers. “It’s well-established that the way in which people choose content is largely not something that we [as content services] have complete control over,” he says. “The impact of family and friends saying ‘you need to watch this’ remains very powerful. That means the processes of discovery and servicing the content are still uite diffi cult and can defi nitely be improved.”
Media Content Sharing, Monetisation and Micropayment Systems via Blockchain Champions: DAZN, Barco Digital Cinema Participants: Tata Elxsi,
Eluv.io, Perfect Memory
For more information on the 2022 Accelerator Media Innovation Programme, supported by AMD and Microsoft, visit
show.ibc.org/2022-accelerator-media- innovation-programme
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