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“Making it Pay. Is multi-use content the answer to our prayers?”
An article from MipCom Daily, the publication of the MipCom international TV market held in Cannes in October, featuring John Hondros.
Traditional TV content-makers are increasingly looking to digital media to generate multiple streams of revenue. And, Marlene Edmunds reports, when it comes to moneymaking schemes, they are becoming increasingly canny.
Companies like Disney, FremantleMedia and Endemol, along with a phalanx of broadcasters including MTV, Germany’s RTL and ZDF, the UK’s BBC, Italy’s RTI, Norway’s NRK, Belgium’s TV1, Greece’s Antenna TV and Slovenia’s RTV are all working their content across multiple platforms to boost their revenue streams.
“Content producers are no longer only engaged in looking at the interesting things they can do with interactive technology,” says John Hondros, CEO of Radiant Digital, a company that offers consulting and other services to such heavyweights as FremantleMedia. “Instead, they are thinking about how to engage in content as a financial business. We are no longer asking ourselves questions about whether multiple uses of content pay. We known they are money makers.”
According to Hondros, what we are now seeing is a move towards a genuine multi-platform content environment. “We have wireless applications, SMS and MMS (multimedia messaging service), the web, interactive TV and games on multiple platforms,” he adds. “When you look at TV, the key developments are that content is no longer just a TV brand but, rather, something you engage in via multiple platforms.”
A prime example, Hondros says, is Pop Idol, a project on which Radiant worked with Fremantle Interactive, “Pop Idol is not only a TV show”, he adds. “It’s also a piece of digital content that expresses itself as a brand in a number of difference ways. Television and film may be accessed through a standard platform like TV, but is now merchandised in 101 ways. Digital platforms, in a case like Pop Idol, enable a truer interaction with the format because of the multimedia nature of the web, interactive TV, wireless and games platforms.”
For a copy of the full article, please contact john@radiant-digital.com
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