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The Birth of Online TV: Creating a New Medium

The Birth of Online TV: Creating a New Medium

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Published by Derek E. Baird

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Published by: Derek E. Baird on Nov 04, 2009
Copyright:Attribution Non-commercial

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11/18/2011

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The Birth of Online TV 2
nd
ed © Futurescape Ltd 2009
www.futurescape.tv
 
 
The Birth of Online TV 2
nd
ed © Futurescape Ltd 2009
www.futurescape.tv
OVERVIEW
 
The Internet is enabling a new market for online TV shows.
The global growth in Internet video viewing is reshaping the digital media landscape andparticularly online entertainment.The result is a wave of innovation in original online television. Web TV shows are beingmade specifically for the Internet audience and funded by international advertisers suchas Unilever, Procter & Gamble and Toyota to realise the potential of this emerging formof branded entertainment.A complex sector is developing in which Hollywood studios, Web TV studios,broadcasters, international production companies, talent-led start-ups and socialnetworking sites compete, co-operate and develop new business models to create onlineTV as a unique medium.The Birth Of Online TV is the first research report to bring clarity to a fast-moving andconfusing market. It provides a comprehensive analysis of the Internet viewing boom,comparisons of major American and British players and their cutting-edge strategies, afunding typology, budget data, viewing figures, challenges and solutions in interactivityand distribution, and market trends.The market panorama is complemented by detailed business profiles of pioneeringscripted comedy and drama series, and listings of the most active production companies.Now in its second edition, this report is an indispensible reference for anyone who needsto keep up with the very latest in digital entertainment.
Key questions this report answers:
 
Which major brands are at the forefront of incorporating Web shows into their digitalmarketing?
 
Which top shows have single sponsors and which have multiple sponsors, withproduct integration?
 
Which studios, production companies and stars already lead the way in making Webseries?
 
How much do the shows cost to produce? Compare figures for total and per-minutebudgets.
 
What key market trends should you integrate into your digital strategy?
 
 
The Birth of Online TV 2
nd
ed © Futurescape Ltd 2009
www.futurescape.tv
Table of Contents
EXECUTIVE SUMMARY 6
 
 
Proven successes and star power
 
Differing strategies at Hollywood studios
 
Mixed fortunes for Web TV studios
 
UK market sustained by the BBC, Bebo and Channel 4
 
The sector is still seeking advertiser commitment
 
Advertisers do support specific interests
 
Proven sources of revenue have emerged
 
Emerging relationships between Web TV and broadcast TV
 
Evolving formats
WHAT THE REPORT COVERS 10
 
Criteria for including studios and production companies
 
Criteria for including shows
 
Industry experts interviewed
 
 
Brad Curtis
Science + Fiction
 
Geoff Goodwin
BBC Switch
 
Kathleen Grace
Dinosaur Diorama Productions
 
Garrett Law
Attention Span Media
WHY ONLINE TV IS BOOMING 12
 
The new Internet video environment
 
 
Ubiquitous broadband means video viewing is soaring
 
Table: Viewing online video at home
 
Who is viewing?
 
Table: US online viewing by age ranges
 
Tables: US demographics of Internet users visiting video-sharing sites
 
Falling television viewing?
 
Table: Internet access reducing television viewing globally
 
Audience aggregators
YouTube, MySpace, Bebo
 
Internet TV platforms
 
Video search engines
 
New funding, revenue and advertising opportunities
 
Plunging production costs
The new production and funding environment
 
 
From independent filmmaking to online television
 
The Hollywood writers‟ strike –
the catalyst for online television?
The new producers behind the boom
 
 
Studios 2.0
 
Independent production companies
 
Talent-led production
 
New entrants
 
Talent agencies
Major studios’ digital divisions
 
 
CBS Interactive
 
Disney-
ABC‟s Stage 9
 
 
Disney-
ABC‟s Take180
 

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