Hee-Haw Marketing

Tim/Eric and Zach G - An Absolute Breakup

Today brings the release of the third "spot" for Absolut vodka created by the wigged Zach Galifianakis and the now wigless Tim and Eric. Unfortunately, this time friends getting together means trouble for all three. Genius.

 

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More shits and giggles in the first and second of the series...

The Fragmentation and Consolidation of the Broadcast Network

The broadcast networks reaction to slumping ratings has been completely fascinating. We know that they're down about 10% from last year, and will continue to plummet after there's just reality tv and reruns left. But do the viewers leave the set altogether, move to cable, or spend more time online? With expanded online efforts, much of those ad dollars can still be kept within the same companies, at least for now.

While these networks lose steam on television, they’re still picking up in other places. With distributed platforms like Hulu, which spans across multiple properties from myspace to aol to msn video and beyond, they seem to be recreating a model that has fed the networks for forever, gain the assets that allow control of the eyeballs. Much like when those same networks adapted from radio to television, they have the talent and resources to maintain a competitive advantage. But unlike the previous shift, the cost of distribution has dropped dramatically.

But as I've been ranting about, it's still mostly a factor of money and filters at this point. Google, Yahoo or Amazon has just as much chance to become the next big network aggregator. Someone has to fund the shows, and then someone has to filter out the crap and let the good stuff be easily found. And there's no reason for that to be the traditional network system that they're trying to recreate on the web.

And of course, there’s also a much bigger piece of the pie for us, as well. With the addition of new content networks, it looks like we’ll have a future of consolidated fragmentation. It’s all musing at this point, I guess. But it’ll be a fun ride.

Hulu Kicks Ass. There, I said it.

So yes, I've talked my share of trash about Hulu, which was once coined ClownCo by the crew over at Google, and seemingly for good reason after NBC pulled their clips from YouTube. We were alll waiting for some sort of ugly, myspace monstrosity from the join venture between NBC and Fox Interactive. Just about every sign pointed to suck.

But it's awesome.

Past some small navigational issues and a need for a bit better search capabilities, the thing is nearly flawless. The proof will come in about a year or so after more and more advertisers clamor to be involved, but so far, the ads have been largely unobtrusive. Outside of the longer episode, spots have only played for me after I'm done watching the clip. It's not really a post-roll, but plays while offering suggestions of other clips and episodes I might like. There was one mildly annoying banner that popped up at the bottom of one video, but it's not really so obtrusive considering the zen-like web 2.0 design and comfortable amounts of white space.

Full screen transitions are flawless, you can embed clips or any piece of a clip you choose, the platform also includes movies, and frankly works well as a separate entity from youtube. The separation actually makes it easier to find exactly what I'm looking for rather than hoping to find the right clip from digging through the packed YT library. Each has its own place.

And here's a couple screen shots of something that blew me away more than just about everything. Search for Lost, Ugly Betty, or whatever from ABC, or Survivor and any CBS show, and you get links to their video offerings as well. Someone at Hulu actually figured at that by making it easier to find other networks' shows it actually became a much better starting place that allows me to get to any network content rather than just the stuff they own.


So a couple weeks into my beta experience, and I'm sold. I'm a fan. Very nicely done, boys. With the recall rates of online video soaring above traditional television, now is probably the time to move in the direction if you have the cash and inclination to do so.

TV: Moving Forward, Networks or Not.

Janko over at NewTeeVee has a brilliant post about where the actual potential of Joost lies, and what tricks they may have up their sleeve. Sure, the biggest to do has been with their P2P technology, but their metadata chops may be the thing that really sets them apart (and leaves Babelgum behind).

Basically, we may soon see annotated, timestamped programming. So, if now you can watch a DVD with or without the director's commentary, so too could you watch Joost programming with or without viewers' comments attached. Just think how useful and intriguing this could be for shows that have worked the hardest to develop an experience past the initial 60 minutes a week, like Lost and Heroes.

"So what can these metadata frameworks be used for? Timestamped comments and tags are certainly one interesting possibility. Combine this with FOAF-like social networking structures, and you got yourself a whole new way to explore TV programming.

Imagine a personalized TV channel that only serves you shows your friends are literally talking about. Or think about the way this could transform programming itself. What if the Lost folks didn’t do their next Alternative Reality Game on the web, but in Joost itself, allowing you to collaborate with your friends and collect clues while watching the show?"

I've said it before, but we're just now scratching the surface. Stay tuned...

The Future of TV Starts Now. Wait, Now. No...Now.

Alright, so ABC just upgraded their iptv, making their picture even better, and allowing for full screen. NBC and FOX are teaming up to recreate YouTube's success with professional material by building ClownCo. Video sites are popping up left and right, and even the big boys keep on growing. Google's looking to become a juggernaut past online media by facilitating an SEM-like marketplace in television, too. And, with the Dish Network deal, that fantasy is looking pretty fuckin' realistic. Joost just released the fantastic version 0.9, complete with Viacom content and higher quality picture. Apple, Inc unleashed their trojan horse to kill off Netflix and Blockbuster with the AppleTV. XBox and its media center are selling like hotcakes.

All this is happening, and more. And quick. It's astounding to watch. This isn't merely a shift in the way we consume media. It's flipping television, and in turn advertising, completely on it's head.

And, in a couple years, it will be unrecognizable in today's terms. Today's video experience will be like reruns of Diff'rent Strokes are now. Cute and quaint, but mostly unwatchable. I have a sneaking suspicion that whatever it is that brings it all together and makes it mainstream isn't here, yet.

And, no, it won't be Joost. It's whatever makes Joost work with YouTube, Revver, ClownCo, ABC, and everything else, easily searchable, on my big screen, without skipping. Tivo, it's your turn. Make it or die.

The Network's Real Answer to YouTube

Well, here's the shocker to the century, NBC and NewsCorp are holding hands in a new venture, which they obviously think will be the next YouTube killer. And, they may be right, I guess. Lots of good (or mediocre, at least) content. Some Web 2.0 bells and whistles will probably be included. Their deals so far (including MySpace, MSN and Yahoo) cover 96% of the American web audience.

But they haven't made the site, yet. And guess what happens when one large behemoth of bureaucracy partners with another. They become an even larger monstrosity of bullshit, red tape, approval levels and group think decision-making. This isn't a couple guys in their dorm room just trying to make something cool, it's turning farmland into Las Vegas overnight. And they'll advertise the shit out of it. And, they'll have people. Lots of people.

Until, those people decide they don't really like the flashing lights and pre-roll ads. But it won't matter. That one show sponsor will become two. And one minute commercial breaks will become three. And, executives with dollar signs in their eyes and pacemakers in their hearts will ruin anything good they may have created in the first place.

But, by then, we'll probably need a DVR to battle the minefield they've created. Good thing there's already people working on that.

Good luck with all that mess. And what the fuck happened to Mark Cuban? He used to seem like such a man of the people, even with that massive war chest.

Joost vs. Babelgum, the future of teevee?

As word comes down that Viacom is ditching YouTube for little-known start-up Joost, I thought now would be a good time to compare the two big players in the peer-to-peer television network game, and whether or not either one can put a dent in the telecom stronghold.

Joost and Babelgum both use peer to peer technology, essentially meaning the backbone of their infrastructures, such as bandwidth, is supplied by its users. I don’t pretend to understand all the technological aspects, but basically, they’re both working to create an easy method of viewing video on your computers, and as your computers more easily link to television sets, that as well.

While clearly there’s opportunity for these new networks to break the old network structure of simply them to us, there’s obviously some major hurdles to cross as they work to avoid YouTube’s perceived pitfalls.

A little background, Joost (originally called the Venice Project) is the brainchild of the founders of both Kazaa and Skype, Niklas Zennstrom, and Janus Friis. Although Kazaa still technically exists, it was essentially a casualty of the RIAA crackdown that gobbled up most peer to peer networks like Napster. Skype, a VoIP (voice over internet protocol) was bought by Ebay for 2.5 billion dollars.

Babelgum, was founded by Silvio Scaglia, who was also the founder of fastweb, an Italian telecom.

Before I compare the two, it’s more important to talk about their common challenges, as those may be the greatest battles of all.

First, can the web support it? You’ll hear many people, Mark Cuban especially, talk about how the infrastructure of the web wasn’t made for, and can’t handle extreme proliferation of video on the scale of YouTube, or P2P networks such as these. And, he’s probably right. Our current systems would likely crumble under the pressure of successful launches of either one of these new platforms, possibly screeching the flow of information on the web to a near stand still. These could be very real challenges we face, but I can’t believe that these problems will not be overcome.

Simply put, there is money to be made in updating our systems to the point these can be handled. Lots of money. Cuban-esque wealth, even. And, when there’s money to be made, there’s usually someone out there who will figure out how to make it. So, does this mean strengthening the pathways or better condensing the files? I don’t pretend to know, but I’d be willing to bet someone will figure it out.

Second, can they offer as much functionality as a DVR? Why would I use these networks if they’re just not as good as what I already have? Neither can fast forward or rewind easily. That’s a huge problem for me, as the blogosphere has already taken my attention span down to that of a gnat. I like to jump around, and they need to make it easier to do so.

If they won’t offer those simple features, Tivo could have a greater opportunity by integrating the two. I wouldn’t be surprised if they’re already considering this direction as an enhancement to the television we know today.

Third, how much quality content will each have? Neither Joost, nor Bablegum seem interested in becoming a heavily user-generated experience, which can be a good thing, as long as they make it easy for serious vloggers and amateur producers to upload their own stuff, too. I don’t have much problem with the lack of inclusion of fourteen year-olds bemoaning the state of humanity into their parent’s web cam, but there should be some sort of happy medium between the two.

There’s real opportunity in helping to further steal back control from the networks, and allowing the users to become the stars. We really have no way to know how open they’ll be at this point, but I’d hope that neither looks to become just another monolith.

Fourth, how will advertising be treated in this space? Both networks plan to be completely advertiser supported, but how? Will they try to jam the thirty second spot down our throats? Will we still have to deal with three minute commercial blocks? If the answer is yes, then give it up now. They’ll be wasting their time.

They have to innovate from the beginning, giving the control of the delicate balance of advertising to content back to the users, and not letting the almighty buck overwhelm that need. Using the Bebo, or Flip model of allowing users to have some level of choice in the advertising they see would be a good start, but my hope is that the commercial breaks will be minimal, and advertisers could work with the networks toward a more mutually beneficial end.

But, with that said, how do these networks stack up against each other? Comparing is a bit of a challenge give that they’re both barely into their infancy. But, here it goes…

CONTENT:

Joost obviously has the advantage here. Even before the addition of the extra Viacom content pulled from YouTube, the breadth of shows is much greater, and actually somewhat overwhelming if you have no agenda from the start.

Babelgum needs to make some content deals badly, or open it up to the masses. They do have some good stuff, but it doesn’t take long to get bored and start searching for the TV remote.

As both these networks are in Beta, I don’t want to spend too much time with this. It’s much more important what they will do, rather than what they are doing currently.

Winner: Joost

SEARCH:

One of my favorite Joost attributes is the ability to search for shows, then create a channel based on that request. For instance, I could search for Paris Hilton, and then only receive shows that involve her in some way on that channel.

With that said, Joost’s search is still not anywhere near the level it needs to get to. One of the advantages of platforms like this is quantity of content. Because of this, it will be necessary to easily find new shows. They do provide a “joost suggests” section, but I’d much rather have the ability to search shows based on popularity and view count.

Another major issue is with linking. It’s incredibly important to the health of both these networks that they find a way to easily link to shows from social networks. Right now, it’s much too hard to share content with your friends.

Babelgum is way further behind with search. Simply, they don’t have it. Until this feature is added, I really don’t understand what the point is.

Winner: Joost

PICTURE QUALITY:

Actually, both are surprisingly good. Now, I wouldn’t exactly call them television quality, but they’re definitely better than expected. I doubt many people would actually turn up their noses. The problem with getting much higher quality is the likelihood of skipping, which will kill either one of these networks quickly.

Luckily, I didn’t really have many skipping or quality problems with either.

Winner: It’s a wash.

DESIGN:

Both these guys definitely look sleek, especially Babelgum. It has a bit of an advantage with the smaller amount of content, so it'll be interesting to see how it looks as they add functionality.

 
Winner: Babelgum

USABILITY:

Both networks will have their share of troubles here as they move towards faster expansion. Even regular techies will probably have a few “huh?” moments as they navigate through the process. Some of these little quirks take getting used to, and some still leave me with question marks.

For instance, Joost’s channel selection is a little awkward. They force you to switch between the channel guide and my channels to check out shows. So, to sample a show, you actually have to add the channel, which is a little annoying.

Also, when scrolling through menus, you never come to the end, it just starts repeating. On the main menu, you’ll see a rotating list of help and preferences (like help, preferences, help, preferences…), which can be a pain when your scrolling through a list of more than a couple items. I generally want to know when I’m to the end.

Babelgum suffers from the same inconsistencies. You can add your own channels, but I couldn’t figure how the hell to add any shows to them. They do have a nice feature where you can add a show to a “videos” section, but it’s still quite difficult to maneuver.

 
Winner: Joost

TOOLS:

Both these networks are touting their social aspects, which could really offer a tangible added benefit to regular television. This is also where Joost shows the largest advantage over Babelgum. With features like channel chat, which, as the names suggests, allows you to chat with others watching the same channel, integration with Google Talk, and the ability to create News Tickers by adding RSS feeds, Joost is well on their way to creating a more robust social network.

On the Babelgum site, they claim to help you, “Discover new content through friends, contacts and people with shared interests, and tell others about the content you love or hate.” I didn’t see anything that would allow for this, but if they’re making these statements, I would hope they’re on the way.

Neither network is anywhere near where they have to get. Although both allow for user ratings, neither yet allows for user reviews, which will be radically important in differentiating from normal television. I would hope that each will be creating (or buying) a social networking site to coincide with the platform as well. Building a YouTube or MySpace-like personal page, with user information, favorite shows, etc., will make it much easier to navigate through, and find quality shows.

 

Winner: Joost

Overall, Joost is obviously much more advanced than Babelgum, but as I said, their competition is less with each other, and more with the obstacles they collectively face at this point. But, with proven innovators at the helm of both, it’s not unlikely that one of these players will change television as we know it.

Big thanks to Greg Verdino for the Joost beta token.

Repost of my latest Madison Avenue Journal article.

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