June 16, 2013 | TV is alive and is emerging as the elite of video consumption. The internet breaks on television? That is a subject of the Media Park Annual Conference 2013.
Maxim Hartman called the medium of television ‘house of death’ in the first broadcast of UploadTV, ‘his’ Vpro. Who happens finally failed. The reason: the broadcaster tried to make television, internet and interactive forced recalcitrant in tone. That did not work.
In the second broadcast TV Upload the helm was already drastically and Dagan Cohen presenter had even overcome his aversion against the teleprompter. “Thou shalt make television” is the hard lesson of the strongest medium.
The crux is in operation: if you constantly forcing viewers to click, they are fed up and go zap. Passivity must prevail, and as viewers have already come, then on a second screen, literally in action. That is hyped, but here to stay, thanks to social TV: more and more people look only physically and share opinions via Twitter and Facebook
.
Panache happy with TV
than Conversely, TV broadcasts over the internet? Works better, but actually also lead only if you’re using wifi or a cable to the TV screen, you missed the broadcast or otherwise desired. Main strategic goals of ‘Uitzendinggemist of the NPO, RTL and SBS are the conquest of a place in TV menus. Away from the mouse, safe under the remote control.
Take Panache Jan Jaap van der Wal, that as of April 25 shows the Vara t seen on Ned3 and through the channel NlPanache on YouTube. Online kept the audience of several thousand not.
producer Linda Hakeboom of The Station emphasizes the experiment and is happy with TV: “Internet is difficult without broadcasting budget. We could see the series online only through sponsorship of Jameson whiskey. With this production we were asked to do by Vara TV and BNN. When we found the requested half too long, but four weeks as is just right. “
risk factor is lower. According Hakeboom internet remains still draw despite the minimal number of viewers: “Marketing is the problem. We had zero euros. The markets will not automatically so the next time we have something up yet. “
Newspaper Metro signed the equation of Van der Wal with The Daily Show, coincidentally so well that you remain glued half an hour on the PC screen without clicking away.
he did note that internet TV would supplant: “In America the coolest formats arise over the internet. Thus you have all the freedom you need to not take into account the duration of the program. I see myself going along with this development. We are also working to set up. “
other formats over the internetConfusion TV and Internet
What we talking about? Successively, the idea, creative development, production, distribution infrastructure, spread over an – increasingly thematically – channel and eventually consume through one of the growing numbers of screens
.
That throws everyone conveniently together, also Jan Jaap. Creatively is mainly the domain of the Internet, the original video, catchy blogs. At the end choose the viewer for TV channels or broadcasters, because of convenience but also thanks to the previous selection. So you have to pour the program in TV format, see UploadTV.
Internet puts the focus on distribution, in itself but also because of the Internet of television. It increases the range of channels and hence the competition. The American TV channels such as HBO, come here, but also demands a spot on YouTube.
now offer KPN and UPC / Ziggo separate connections for TV and Internet and especially the cable companies try their traditional negotie, called “packages” to protect. That works well, helped by politics.
We do not know exactly what viewers of video from the internet willenb consuming via the TV screen.
fifteen minutes bloopers watch seems maximum achievable real Internet format on TV. The television enforces a quieter form off, a complete format video over the Internet often lacks. Quickly with volatile video to television convenience disturbed, the main driver to watch TV.
You have to expand the supply within the limits of the convenience of the medium. We went from one to ten Dutch channels and thus lower the threshold in terms of selection of programs. It can be seen, much more much more quality, but a lot more foreign series and entertaining dredging. Still is the bar on TV than on the Internet where barely selection occurs. That quality selection and formation of solid target will get there, driven by the fight for advertising dollars. On the Internet you can form a global audience, very specific.
Armin van Buuren success
And that viewership Maxim Jan Jaap or not, but, for example Armada Music, the record label founded by Armin van Buuren, Maykel Piron and David Lewis in 2003 for dance in Amsterdam, with some 30 sub labels of artists such as Markus Schulz, Paul van Dyk, Paul Oakenfold and Dash Berlin. For five years Armada Music won the ‘Best Global Record label’ prize at the International Dance Music Awards. The numbers of social media:
* The Youtube Channel Armada Music is one of the most watched dance channels worldwide, with nearly 900,000 subscribers, more than 800 million views daily and 3 million content views.
* Armin van Buuren’s radio show (ArminRadio.com) attracts more than 22 million listeners each week worldwide.
* The Facebook page of Armada Music goes towards the 900,000 people who ever clicked ‘like’. Armin van Buuren has over 5.2 million, and his radio show A State Of Trance reached over 600,000 fans on Facebook.
* Armada has nearly 1 million followers on Google+ and Armin and A State Of Trance over 2 million.
* Armin van Buuren goes to 1 million followers on Twitter
Responsible
‘s Head Of Social Media Eveline van der Steen. She can and should make at Armada: “When I started at Armada six years ago I saw the importance of YouTube that had just been set up. And we have grown with the platform. Equal by entering into a partnership with YouTube Nobody had this explosive growth coming. “
YouTube and Hangout force
In her words sounds decidedly preferred by the combination of YouTube and Google+, but they would rather answer a question about a certain diplomacy: “All social media platforms are equally important to us. We do not determine their importance so do the fans. We have learned to be asked everywhere because you have experiences, testing and grow.
This growth is mainly on YouTube, where we include also now have aired. “
the world tour of Armin van Buuren live
Hangouts (video chats Google+) takes the value by which this interaction creates added: “By using Armin’s tour de Hangouts part this gave an opportunity locations on different continents connect with each other. So we switched during the show in Kuala Lumpur via the Hangout to another world where the fans were part of what was happening in Kuala Lumpur. “
via videochat partterms of connections, this requires the necessary preparations with Google and then provides Internet does not guarantee that you have with television. As Internet telephony was never as reliable as old-fashioned telephone. But it will do and it gets better.
“If you look at the concepts YouTube and Google+ have are, then this combination offers us more opportunities. The new YouTube design is more inspired by television and you can add interactive elements for various platforms like the tablet or mobile, more and more with Hangouts. “
Van Buuren has over 1.7 million followers on Google+, thanks fans got the chance to talk. in a Hangout with the famous dj “We also all live by Hangouts on-air use, then it is available on demand. Afterwards so people can see how the chat is gone. “
Revenues are exclusive of advertising before, during and after the clips, shows and interviews. “YouTube also ensures that once in our music videos of third parties is used, there is advertising which we share the proceeds. That works better than to block. “
Look raise money on popular videos is an option, admits Van der Steen: “Now it is not a priority, but ultimately we can not fund all content with mere advertising.”
Role MTV decreases
entrance on the TV screen via apps and YouTube is now a quick and offers new challenges. Van der Steen agrees that the medium requires more than simply offering videos on YouTube: “We must, develop suitable specifically for the medium more formats.”
This is not the core business of Armada Music: “We’ll keep a record label. So the digitization of marketing, such as iTunes, and the transition to streaming, such as Spotify, Rdio and Beatport, we follow very well, but the TV production is really another box. To do so, we will seek cooperation, especially in the beginning. “
On the possible tensions that will occur, for example, cable operators Armada has no judgment: “It sounds like the future. We see that we have become a channel like MTV, less dependent but that does not mean we no longer need. I think you still looking for the sharing of costs and revenues that are beneficial to all concerned. But the public determines where it looks, listens and spends money. “
Focus now on quantity
Eric Snelleman, Head of Digital Trading of media agency GroupeM in Amsterdam, agrees that TV quality guideline should be for online video production, not only for YouTube, but also in the acquired by Telegraph online video producer ZoomIn and incorporated within it by RTL advertising network Video Trip:
“YouTube is everywhere and has an incredibly wide range, but for advertisers looking to target groups in a quality area offers too little. Other parties also offer still fragmentary. “
Snelleman has a nice comparison in store on the current video advertising market: “There is a lot of stock cultured with simple creation, because the Star and RTL can not handle the demand for advertising space. It resembles the heyday of newspapers, where we had sat sometimes six sections. Editors said they had would renew. “
the back of the adsStill, online video advertising too expensive according Snelleman: “The video cpm is a currency other than the measurement of GRPs in TV coverage, but the terms of trade we do know about. And then YouTube too expensive. I also think they will adapt to the quality offered and that will be, for example, with more lung formats, such as series. “
then the quality increased pricesConvergence is the result, which according Snelleman the current decline in TV sales and growth of online video advertising will be less evident: “Watch the video via 4G mobile and tablets – now present in every living room – will surely grow rapidly. But television will always remain large, and better online video on the tube enhances the medium even. “
SoSnelleman does not happen with the current offering that parties Telegraph Media with ZoomIn conquer the TV: “Making TV is not easy and certainly not cheap. Quality is by definition limited and what brings Telegraph is currently too fragmented and substantive level “man falls off diving board, ha ha ha.”
Advertising Breakthrough YouTube
Snelleman mentions 2013 as a breakthrough year yet for advertising in online video. That sounds like music to the ears of the YouTube management in the Netherlands. This pressure change on two fronts: the innovations in services and the expected huge growth in advertising. Jan Jelle Bruinsma, the Dutch YouTube chef for content partnerships, will speak at the Media Park Annual Conference.
YouTube Partner Program works, he says, with amateurs as the channel of Michael Rye with its old archival images, and major partners such as Avro with 75,000 subscribers and over 50 million views of the more than 2,000 videos. Popular Spinnin ‘Records Spinning TV with 1.1 million subscribers, the competitor Armada. SBS also comes with a man at the doctor deserves a perk in with YouTube.
YouTube accompanies the Orginal Channel channels such as Ted, Reuters and sponsors like Red Bull, in addition to a series of lifestyle, cooking, travel and fitness like flows. Germany and England have been called aside and look at Google, according to Bruinsma, for other countries the opportunities for such Original Channel program. YouTube has also announced paid channels, which can start earning.
TV producers and channels via internet moneyBruinsma Samsung calls an innovative advertiser with the global spread of images of the Amsterdam Dance Event from the Concertgebouw, plus side event free. The ‘Galaxy Live Stream’ was with 23,000 viewers, which averaged 11 minutes lingered, not huge in size, but in terms of rapid realization. Next year there Hangout for interactivity, promises Bruinsma.
In the field of advertising should put Google steps, such as the integration of various forms of advertising such as Adwords / Adsense for search advertising, DoubleClick advertising banners and YouTube video. Bruinsma: “It is true that there are different roads lead to Rome, but if you want to buy, for example, YouTube ads, you are immediately directed to AdWords, so you can buy various ad forms simultaneously. We work daily to provide more integration and more recently with Optimized Campaigns. A first step to manage campaigns. “
clearer and easierYouTube innovates with new forms of advertising, such as the discovery of the beautiful ‘TrueView formats. Viewers can view an advertisement or click away after five seconds. “The irritation in the viewer decreases and the advertiser pays only when the consumer keeps looking at his spot.”
YouTube is viewed a total of 150 million hours in a day, an increase of 50 percent, while 25 percent now mobile is enjoyed. There is another row staggering numbers, but they say little as they are incomparable with those of other Dutch media.
they earn? Bruinsma, “earning amounts exceeding six figures a year and the revenue for partners on YouTube has increased by more than 85 percent in 2012 Thousands of channels.”
Diffuse Market
month reporting WebTV of most watched programs last month shows except the inauguration as a top-five regular program Good Times, Cops Maastricht, Cheat on Me, Real Girls on the Prairie. The last three are of RTL 5 which focuses on a young audience, and get 10 to 30 percent of their audience via delayed viewing.
yet rule the mighty ratings for linearly watching on television, including 6 million Dutch who at the same time on Saturday night for the tube taped to the Contest Anouk see losses and three million to see the score. tube reigns, but the stronghold of linear look through one screen in the living room is eaten. Advertisers and their media agencies will point the way to the turnaround in commercial distribution. What impact has that content, we will have to wait. Will anyway be more substantive creativity required, a statement that Dutch producers and new entrants to the digital production market stand. *) The Media Park Annual Conference 2013 will be held on June 20, 2013. You can still register.
No comments:
Post a Comment