Tuesday, July 14, 2009
Class #4, July 15th 2009
Welcome to class #4 to be led by Levi Shapiro. Have a great class! Notes will be added here. Please check the blog and comment. I am in an immersive program and will have little time the next few weeks but I will continue to respond to emails.
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7 comments:
Levi and Class,
I just read the article about the Disney "Stone" family. I think this will work as a show if it is political and aimed towards adults. Only, being that it is Disney, how crazy can it be? I wonder if it is aimed at adults, how many adults will actually purchase the dolls? It seems like they are "Banking" on the high sales of the dolls. Not sure how well this integration and cross marketing will work? I am curious though and will be watching!! :)
Kristen LaMantia
I love the "Stone" family idea! I think young adults like myself are always looking for something fresh and provocative on television that doesn't require too much time. Hopefully this will do for Disney what Adult Swim did for Cartoon Network.
Part 1
Notes:
Levi worked on the following:
Mobil Video network
Mobile software company
Analyst covering mobile sector
Since 04 trying to build mobile media businesses
Were going to talk about mobile media
Now for the power point:
Three themes
- Your phone is two things: phone and data (sms, text)-size is going
- Smartphones go mainstream
- Consumer usage evolves-what are consumers doing with mobile and what is the trend?
Data usage on phones is increasing and voice is decreasing
Size the market
- 272 million us wireless subscribers
- Active users are 218 million out of that
- 127 million subscribe for mobile internet
- Mobile is 60 billion dollar market in the US (growing but rather small)
- Internet growing very quickly-big story right now
- Consumer usage for "all you can eat plans" can play more and more video-mobile internet-3g is 34.6 million subscribers
- Japan 92% have 3g (so they are kicking our ass basically)
Apple
- Small story in smartphone eco system
- Set bar very high
- Other people competing
1 in 4
- Us consumers has a smartphone
- Definition: can do militate applications-can download applications
Microsoft windows mobile
- Can beat the smartphone race with price perhaps
75% of handsets are purchased below $50
Who is buying the smartphone?
- When the iphone first came out it was the rich geeks who bought them
- Now almost half are female buyers- become a mainstream product
- Women account for 2/3 of consumer spending in the us
- This demographic creates a lot of opportunity!
- Carriers are not as effected by the economy-free phones they give out are not an issue
- Smartphones are for personal use now-before was just for business-leisure and communication use now
I-phone
- Give users a way to use their device other than voice-they will use it (especially while getting easier and easier)
Adult category
- Not used in mobile internet
- Its more about using your life easier and not lean back entertainment
Subscription mobile video
- Declining
- But video watching on phone is increasing
Social Networking
- 250% growth in mobile
- People use their phone as much as their pc for social networking
Apps
- 50,000 apps and 1 billion downloads-just on iphone
- 80 percent of owners have more than 10 apps on their phone
- Top free apps are social networking
12% are mobile owners that listen to music
Sideloading
- Downloading from their pc
On-demand mobile internet video
- Subscription services flat lining
Guest Speaker-Gali Einav-Ph.D
- From habits to choice- a shift in media and TV consumption
What is television today?
People not watching TV at all is going up
Consumer research and business models
Is television dead?
- Not dead yet but changing very quickly
The introduction of new media technology has never been faster
Changes in the pas fifty years
- color
- Cable came around and made competition
Sling box
- Can get TV anywhere in the world online-connect to your TV and log in online
Interactive TV
- Herbert Hoover 1927 video phone
- Developed by bell labs
- 1941 car TV appeared
- Stove tv-1952
New technologies are creating the golden age of media
Worried about putting shows online
- Need to look at new tech. as a golden age of media
- More opportunities to reach the consumer
The new American family
- From mothers and kids to college grads with laptops phones and TV (the new media consumer)
Ethnography
- Observer people in their real life environment
The golden age of media
- More multi-tasking
DVR penetration
- 30%
- No mainstream (would be 40-45%)
- Huge growth rate
Smartphones
- 5% internet
- But huge growth rate
Over 40-50%
- DVD, Cell phone, game consoles
VCR's
- Declining
Broadband video
- Is changing media use
- Growth over 300% in the last two years
TV everywhere
- Started by cablers
The internet is being looked at as entertainment and not as info only
Time shifters watch more TV
-mobile phones, dvr, internet, vod
DVR's
- Tivo
- Traction gained when cable companies provide them with it in the cable box
- Tivo made a lot of noise
- Thought- advertising concerns and are they going to watch the programming
- Research shows that they watch more TV cause they have more control over their time as well as primetime shows-TV is planned now
- An increase in viewer ship because people were allowed to watch whatever they wanted
Being the last ad in the pod is the best not the first one in dvr mode
Pod busters make people stop and watch
Online viewing: catching up to TV
Gained new viewers from online to tv-online now is more a promotional platform
Shows are taken off air after two episodes if they suck-and put online
Seinfeld and friends took a year to gain viewers-would not survive today
Online video
- Watch at work
- Spike during lunch hour
- Long form viewing done at night
People prefer to watch something on television
Ubiquitous content is becoming the norm
What does a nbc abc brand mean online?
- Theres hulu, yahoo, etc…bbc
- How do you position yourself online and mobile
When hulu started they didn’t mention it on air
-but then did the commercial during superbowl and increased it 30%
- Thought was to create a mall
Netflix
- Subscription service
- Can do online, roku, xbox, lg, mail
Habits to choice shift in media and tv consumption
New choice
- Over 50% of Americans watch tv on a digital platform
- Control video going in that direction
- Growing expectations of consumer 2/3 expect to be able to watch when ever they want
Future
- Now one has a clue
- That’s why so interesting
I was surprised when i found that the all american family friendly disney was goin to be publicly involved in the "stone" family project. when the article mentioned this never being done..isn't it kind of what Seth Green and company do at robot chicken? they use dolls in stop action, while in parody, they tackle issues like sex, drug use and adult topics using dolls. but with ABC Family with shows with pregnant teenagers, and drunk, partying college students I guess disney has to step it their game to keep their audiences...
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