Hollywood vs Silicon Valley: Open Video als Vermittler

1

vs

HOLLYWOOD

Silicon Valley

EINE PRÄSENTATION VON BERTRAM GUGEL@digitalerfilm

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1999

‣ Broadcasts of 30 television stations and cable networks‣ Play-by-play game broadcasts and other

programming of over 420 college and professional sports teams‣ Live music, including concerts and club

performances‣ Live and on-demand special interest

shows and Internet-only “Webcasts”

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2005

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2010

Launch13.09.2010

Lawsuit28.09.2010

Shutdown22.02.2011

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2011

Launch16.03.2011

Lawsuit5.04.2011

Shutdown2.08.2011

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2012

Launch14.03.2012

Lawsuit1.03.2012

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10

95

180

265

350

1. Monat 3. Monat 5. Monat 7. Monat 9. Monat 11. Monat20

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4446

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50 51 51

6380 84

106 108

143

206221 216

232

309

349

11,2 14,0 17,2 21,0 21,831,0 32,9 32,7 34,5 35,2

50,7 57,9

Vide

o Vi

ews /

Mon

at in

Mio

.

Uni

que

Use

r / M

onat

in M

io

BBC iPlayer Hulu vevo

Schnelles Wachstum ...349M VideoViews/Monat

51M UUMonat

Keine Inhalte, keine Nutzer ...

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,It only takes one bullet to kill.‘

http://www.fosspatents.com/2012/02/motorola-likens-its-enforcement-of.html

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Wandel

12http://www.kraftfuttermischwerk.de/blogg/?p=33327

What's going to kill movies and TV is what's already killing them: better ways to entertain people.

– Paul Graham, Y-Combinator

Netflix & Hulu produzieren Inhalte!

Netflix – Lilyhammer

3.000.000.000 Views/Month

Neue Studios und Produzenten ...

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ESL – Finale CeBit 220k live Zuschauer

Neue Inhalte und Themen ...

... schaffen Reichweite!Machinima

23M Unique Users/Monat

344M Video Views/Monat

60min pro Nutzer/Monat

Gronkh

240M Videoabrufe total

390k Abonnenten

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Chance zum Direktvertrieb!

$1 Mio in 12 Tagen!

https://buy.louisck.net/news

Foto: Wayan Vota http://www.flickr.com/photos/dcmetroblogger/6574651159/

Collaborative storytelling and filmmaking will do to Hollywood what Wikipedia did to Encyclopedia Britannica

– Jimmy Wales, Wikipedia

Neue Einsatzgebiete ...

... YouTube als Lehrer.

In the US the top apps are already bringing 20 hours per month. That’s huge, and it’s just the beginning.

– Nick Dorra, Rovio

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TV

274min 44min 65min 15min 3min

Jeden Tag >1 Film ...

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Kooperation?

25Foto: lowjumpingfrog | http://www.flickr.com/photos/jenorton/5647856557/ CC-BY

Storytelling

26Photo: Tom Borowski | http://www.flickr.com/photos/tomborowski/6282761153/in/photostream CC-BY

Inhalte

Wohnzimmer

27Foto: almost witty http://www.flickr.com/photos/badlydubbedboy/69097713/ CC-Licence

Promotion

Foto: flickingerbrad http://www.flickr.com/photos/56155476@N08/6659994609/

Flexibilität

Foto: Robert Couse-Baker http://www.flickr.com/photos/29233640@N07/6042255383/6042255383_0a6733bcd6_o.jpg

Neue Produkte

Foto: hammershaug http://www.flickr.com/photos/hammershaug/4835259477/

Technologie

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= ?+

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So, hey, cable companies: Stop worrying about losing control over the “experience” — you’re not doing a very good job with that anyway — and open the cable subscription up as a platform. You might even learn something.

– Dan Frommer, SplatF

TV als offene Plattform

http://www.splatf.com/2011/11/cable-twitter-platform/

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TV ♫ ♜☀

Ökosysteme

Interaktion

Inhalte

Zugang

Herausforderungen ...

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Distribution

Hardware

Services

Ökosysteme

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The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, [...] and many other things. [...] This means we’re going to have to decide how we either build, catalyse or join an ecosystem.

– Stephen Elop, CEO Nokia

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4 Post-PC Geräte pro Haushalt 2014

45% 11% 7%*

*Worldwide Share of Trans-aktionen in 2011 – IHS

Das neue Schlafzimmer-TV

3facher Videokonsum

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morgens mittags abends

Welcher Screen ist zur Hand?

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Nur wenige Anbieter!

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Gleichgewicht herstellen

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Entdecken

Sharing Zugang

43http://www.telegraph.co.uk/technology/facebook/9175756/Women-ditching-TV-guide-for-Facebook.htmlhttp://gigaom.com/2012/01/31/pinterest-referral-traffic-google-plus-twitter/

68% 26%

nutzen Facebook as TV Guide

Referal Traffic

TV Discovery ...

We have adapted our personalization algorithms to this new scenario in such a way that now 75% of what people watch is from some sort of recommendation.

– Xavier Amatriain, Netflix

Inhalte zu den Nutzern bringen ...

860k WebsitesEmbed YouTube

http://trends.builtwith.com/media/YouTube

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CBS als verteilte Plattform ...

„Put your content where people are!“

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... ist genauso erfolgreich wie Hulu.

3.000.000.000Abrufe insgesamt

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Restricting access to content is a bad business model in the age of a global network that costs practically nothing to distribute on.

– Fred Wilson, Union Square Ventures

Zugänge schaffen und nutzen.

http://www.avc.com/a_vc/2012/01/scarcity-is-a-shitty-business-model.html

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InteractiveTV

Interaktion

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TV–Multitasking

52http://www.focus.de/kultur/kino_tv/stefan-raab-gewinnt-trotz-knieverletzung-dsds-quoten-schlagen-schlag-den-raab-krimi-gewinnt_aid_737754.html

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20:00 21:00 22:00 23:00 0:00

Endlich sie ist raus #DSDS

Stefan Raab gewinnt #SdR.

Wir stehen erst am Anfang ...

Couchfunk

4,3M DSDS vs 3,1M SdR

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... attraktive Alternativen!

57% Lesen Emails

45% Nutzen eine App

44% sind auf Social Networks

44% surfen im Web

Nielsen Cross Screen Report Q4 2011

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TV wird getagged ...

ZeeBox

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... mit zusätzlichen Inhalten.

Happy World: Burma, the dictatorship of the absurd

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TV muss den Zuschauern helfen ...

TV is the trigger – don‘t forget to pull it.

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TV als App

Inhalte

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Apps als neue Darstellungsform ...

>1h Dokumentation Material

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... erlauben eine neue Verbreitung.

170.000 downloads für $4,99

Wreck a Movie

Wreck a Movie„We need some radio communication for the Nazi fleet as they are approaching the Earth orbit. Your task is to record the following lines (all of them, preferably, and we will pick the best) in German, in strict but calm military style.“

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0:22:52

Clip

TV

Archiv

Neues Storytelling ...

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TV

TV ist keine Insel ...

Open Video?

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TV ♫ ♜☀

Ökosysteme

Interaktion

Inhalte

Zugang

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„The Guardian made a significant investment in building a content API, but is one that is allowing us to reap rewards from the decision. [...]

In fact, we use it ourselves to build our own apps. Our iPhone app and m.guardian.co.uk mobile optimised site are powered from the API, as are our forthcoming Android and Windows Phone apps.“

– Martin Belam, Lead User Experience & Information Architect at Guardian

http://www.currybet.net/cbet_blog/2011/09/csforum11-martin-belam.php

Chance für beide Seiten ...

Vielen Dank!

KontaktBertram Gugel

M: +49 179 22 1 77 63

bertram.gugel@gmail.com www.gugelproductions.de@digitalerfilm