Cameron Death (pronounced deeth), VP Digital Content, NBC Universal at Forrester conference.
How consumer attitudes towards TV have changed.. primetime networks crossed with cable networks in 2002/2003.. in terms of marketshare... So major networks have increased their cable share. We're an industry that has had to shift to make changes in terms of consumer viewing habits.
DVRs is one of the most fundamental shifts.. 34% of people who watch The Office do so in a time-shifted mode. So we're doing a lot of stuff to keep viewers and consumers engaged throughout the time-shifted experience.
Showed same Broadband and Internet chart.. Video online is now a reality. The pipe is wide open. If you look at the growth of YouTube.. 28 billion minutes spent last year 90% growth; 300 million users.
Since adoption rates (new technology coming up to 50% adoption) is happening faster and faster, so we as content providers have to up our rates of delivering content on all platforms. Multiple screens going at the same time, e.g. watching tv, surfing online, IM'ing with friends, etc.
NBC.com a few years ago, was a pretty flat experience.. cast bio's, behind the scenes photos. When we invested in building it out. Customers responded really well....
- 28 million video feeds now..
- Average consumer spends 83.4 minutes viewing these episodes.
Giving people a reason to drive customers to the online platform.
Total hours of season premier--HEROES.. 24.5 million viewers watched it, but by adding streaming video across channels, it's actually 32.8 million viewers.
Saturday Night Live's TV Ratings as a result of Sarah Palin/Tina Fey skyrocketed.
Now, with Youtube reach, there are at 63 billion views..
Result: Increasing the reach, not cannibalizing.
Suggestion: go to NBC.com and look at the web site they've created for the HEROES program. Rabid fan base. They now have a reason to spend 45 minutes to an hour online because of our investment in digital story-telling. We believe that to be the right thing.
Another good example: The Office site.. customers can sign up to get newsletter/mandates from Dunder Mifflin's HQ in Scranton, and interact with one another.
Example: 30 Rock show with American Express commercial with the same actors that are in The Office...a good way to keep customers from skipping over the ads.
Hulu is an interesting example of our trying new things. Hulu is a syndication platform. Great job of searchability and discoverability.. Our shows go on Hulu and then it gets syndicated out to others' platforms, sites, and/or pull it into the customers' favorite online experience.
NBC Universal Digital Studio--introduced in April. Creating high value entertainment and distributing it across all of the platforms we have. In cooperation with brands and marketers. Original, digital, branded entertainment -- e.g. brands integrated into shows. First show launched = Gemini. Half live action, half science fiction. The show was underwritten by MS, Acura, Cisco, Intel, UPS. We hyper syndicate the content. (on iPhone, ViOs, etc.)...
What's in store?? what's next: Multi-screen, deeper experiences, original content, closer alignment with brands and agencies.
Digital is not an afterthought. Consumers have changed. You can't make digital just a tack on anymore. It needs to be integrated and hypersyndicated. We want brands integrated from the outset.
Hypersyndication is alive. Brand destination is dead. Branded entertainment is at a tipping point. We may turn it into the next spam (the way we did with email).. Let's not screw it up.
Q&A: What will the impact of the recession be? More performance-based media will be the first wave, followed by integrated brand.
What about revenues from this content? Right now success in online video space is measured by online streams. 83 million is a success. 1 million is a failure. But we need to look at engagement.. how much time are people spending engaged.
We're giving consumers the choice to control programming, e.g. take in the content anyway you want to...
How to keep consumers from rebelling about the inauthenticity of brand-related content? We need to use our story-telling capabilities to make sure we don't cross that line. Our research with Gemini is showing us how to do this. Both customers and advertisers seem really pleased so far.
TAMI at the Olympics. Having a cross-screen, cross-platform approach was very successful.
We need to be better at creating portable content that lets the viewer watch wherever they want to consume it; not trying to drive them to our site.