copyright is dead, long live intelligent monetisation
DESCRIPTION
This is the accompanying Slideshow for the presentation Craig Hellen and I gave at MediaCamp 2008 in London.The presentation was a reaction to companies like Viacom trying to guard their copyright too tightly. As content producers ourselves, we took a step back and crunched some numbers, eventually realising that releasing content for free on the web and adopting "embedded" forms of monetisation could actually make you more money for considerably less cost to both you and your advertisers.TRANSCRIPT
Copyright is dead...
(in a way)
Content has no value without an audience.
“ ”F L I C K R U S E R :
If a film producer makes a film in a forest, but there’s no-one there to see it, does that film have any
monetary value?
josefstuefer
≈ 16 million cinema tickets sold each month
≈ 66 million DVD sales a month
≈ 10 billion video streams per month over the web
≈ 14 billion videos downloaded via BitTorrent
every month
Statistics don’t lie!
“ ”F L I C K R U S E R :
Americans are fat...
nromagna
“ ”F L I C K R U S E R :
The web gives you a 20-25 times larger potential audience than DVD
and Cinema’s put together...
mrlerone
“ ”F L I C K R U S E R :
Cinema’s rip off consumers and
producers.
atomicjeep
£6.50 from the consumer.Not even £1.00 to the producer.
Releasing your content on the web increases it’s reach by a
factor of twenty...
& decreases the cost of distribution.
just 5p per view!
“ ”F L I C K R U S E R :
How can I make money from my
video?
helmet13
“ ”F L I C K R U S E R :
Other brand’s want to leverage the power of recognisable characters
and become associated with them.
Chris Breeze
Or you can put advertising in your content.
The key to successful advertising is context...
Google AdSense
Context now extends to video.
The technologies.
Blinkx
Their contextual model.
Blinkx AdHoc
But hold up!
Microsoft has come out with something...
We aren’t sure how they do this but...
But placed products don’t need to be someone elses.
Blendtek
Passive monetisation.
“ ”F L I C K R U S E R :
We spent $50 on a white lab coat [...] Blendtec’s online sales have increased by a factor of five as a
direct effect.
elvisripley
“ ”F L I C K R U S E R :
Distribution is powerful.
sonofgroucho
Costs decrease exponentially.
Geographic constraints are transcended.
The consumer faces less barriers to entry.
Revenue sharing.An ideology that’s not yet been realised.
Give your viewers incentive.
ISP tax?
Consumer choice isn’t just about content, it’s about platform...
Embrace the web now, or this is the future of TV:
Copyright is dead.Long live intelligent monetisation.
