电视应该接受YouTube吗?? 美国网络 Says Yes With Caveats
YouTube is the dominant player in the online video space, so should the broadcast and cable networks embrace it? Speaking on the panel “Online Distribution and Monetization Strategies for the TV Industry,” at 流媒体 West 2013, 杰西卡·萨瑟兰, vice president of content development at 美国网络, said that YouTube is a valuable partner for broadcasters. That’s the on-the-record answer, anyway.
“The official answer is YouTube is a huge and valuable partner to us,萨瑟兰说. USA has YouTube channels and uses them to seed out promotional content. For longer videos -- full episodes, webisodes -- it relies on Hulu. “In terms of eyeballs, you can’t not work with YouTube,” she added.
That was the official answer. For the unofficial answer “We can talk later,” she joked.
The place of YouTube in broadcast and cable online video strategies was a prickly topic for the panelists. YouTube takes 45 percent of all advertising revenues, complained 大卫Tochterman, head of digital media for 创新的艺术家. For networks that have a 70/30 split with original content creators, that doesn’t leave a lot. To fully monetize content, it’s crucial to get viewers away from YouTube, he said.
美国网络 is putting its online energy into creating original content that’s derived from its most popular shows.
“对我们来说, we’re always looking at not only what our fans want, which is generally more of the characters they love,萨瑟兰说, “but I think we’re generally looking at a variety of different things when we create content.” USA partners with brands when creating online originals and engages fans in social activities. The network has found that each show is different, and that what works for one show won’t necessarily work for others.
“The expectation for digital content is that it look at feel exactly like content you would see on your TV at home,萨瑟兰说. “To make it feel legitimate for a fan, it has to mirror the show as much as possible.”
When creating derivative content, so many elements need to go into the final product, such as brand participation and social engagement activities, that Sutherland said she’s not always sure the productions break even. But that’s almost beside the point, since the online originals exist to boost the on-air shows.
“It’s all in service of building tune-in, and that’s what we’re really trying to do,萨瑟兰说.
Scroll down to watch the full panel discussion.
Online Distribution and Monetization Strategies for the TV Industry
The internet has disrupted nearly every facet of the TV industry, from programming to distribution to audience. And while the networks still rule the living room, many of them are struggling to find their footing online. 在本次会议上, we explore some of the distribution options for those that want to bring their content to online audiences. The panelists delve into the pros and cons of sharing content with YouTube, subscription-based services and syndication networks. They also explore what kind of content—short form vs. long form—makes sense for each outlet.
主持人: 彼得Csathy, CEO, Manatt Digital Media
发言人: 杰西卡·萨瑟兰, VP, Content Development, 美国网络
发言人: 保罗·科克伦, Head of Entertainment and Lifestyles, Yahoo! 工作室
发言人: 大卫Tochterman, Head of Digital Media, 创新的艺术家
发言人: 马拉威诺阿, SVP, Starz Digital Media
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