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TELEVISION PERFECTED?
We've spent an awful lot of pixels on ragging out network television in general and the 30-second commercial dinosaur in particular. Of course one of our greatest pet peeves about network television has been the lie commonly referred to as the Nielsen Ratings.
How 5000 nabobs trying to remember what they watched over the past week so they could jot them in their diaries or AC Nielsen's 10,000 or so people meters deployed across the U.S (which works out to about 1000 local-people-meter homes in each market where it offers the service) project to 20 million viewer eludes me.
Advertisers spent $18.4 billion last year in the so-called "spot" or
local markets. Stations have been looking to utilize the new data to extract higher ad rates from advertisers for considerably fewer viewers. Go figure.
But there is something new on the horizon. Something that threatens to change all of that if given half a chance. I have seen the future of television and it is spelled joost.
Joost is a streaming video P2P television platform developed by the boys who brought us Kaaza and Skype. The joost promise is the delivery, via web, of TV or near-TV quality programming in a peer-to-peer application that fetches the content, but it's not really
transparent to the user.
I don't get the entire technology story but I understand the joost protocol is based on the Mozilla's XULRunner engine, which makes
it cross-platform. The business model is ad-funded which is what caught my attention from the git-go. That and the fact that CBS / Viacom dumped big bucks into the start-up even before they got
their current million plus beta user base.
What gets me all wet and squishy about joost is its support for plug-ins. Which right away sets it apart from YouTube. That and the full screen image give it a clear advantage over GoogTube and provide
it with enough differences to make it a viable competitor to television from network, cable or IPTV.
Joost plug-ins are simply designed widgets that load on the joost screen. They include a clock, a feed reader, an instant messaging screen for Jabber and Google talk and a chat widget that lets you
text message other members of the audience while watching the same program. Now that is way cool.
But my far and away fav is a content rating plug-in, which enables
the viewer to rate the current programming from 1 to 5. For me that is the killer app pure and simple. A real-time rating system that not only confirms viewer ship but allows feedback as to viewer perception of quality. I can just feel the penny loafers trembling all over Hollywood and Malibu at that one.
Consider an 85% broadband penetration faced with a Free TV alternative that is as easy to download as a new browser app. Now consider the networks looking at this as an ally, not an adversary, now that CBS/Viacom is already in the boat. Obviously, what we
have here is not a new TvoIP platform. What we have here is a new segmented audience management and analysis tool, The Holy Grail so to speak.
With the business model being ad-supported and the mechanism in place to quantify and monetize the audience, the door is open for a wide variety of entirely new business models for television advertising to begin laying their groundwork.
Sony Digital is already first out of the gate with their Minisode Network. "All the shows you love only shorter." A brisk run-through
of the Minisode fansite on myspace.com leaves no question to the fact that there is significant support for this format in the flyover markets. Joost gives such programming innovations a viable distribution network.
Then you have the network hotshots like Beth Comstock, President
of Integrated Media at NBC/Universal. She wants everybody to see every show on every medium and she has the clout to make it happen. If she doesn't have joost in her sights the Pope is no longer taking Mass.
Now is the time for those of us who have the skills to create content that serves the business objectives of the advertiser to get busy.
Now is the time to dig in and make things happen for real. Scan the horizon for new funding sources for programming. Build it and learn while it's still practical and possible. Take advantage of the fear and apprehension of the big guys.
The reason to put programming on joost is not to be in the programming business. The reason to put programming on joost is
to be in the audience analysis business.
The things that are being learned right now are going to provide invaluable benchmarks for the things that will be learned two years from now. Five years from now, the doors will be closed and the information will be sold to the highest bidder.
Why could joost be so cool right now? Because even joost doesn't know what they've got. Which makes predetors like myself sharpen their claws for the feeding frenzy to come.
Stay strong.
ISSUE 153 / WEDNESDAY, AUGUST 22, 2007
WANTED TO THANK YOU FOR INVICTUS. I HAVE ALWAYS LOVED IT AND IT'S A GOOD TIME TO REMIND ME OF IT. BP, PARIS. |
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