As we draw to the close of 2009, an opportunity has arrived that will give Web series content producers another distribution channel for greater audience discovery and revenue opportunity – Video on Demand (VOD).
Perfect Storm
A Perfect Storm is converging around VOD that can be a win for all concerned (especially the audience), but only if thoughtful strategies are implemented now to ensure its success moving forward. In a nut shell:
In order to take advantage of this opportunistic moment, the Web TV industry should consider recommending industry standards to VOD partners for how audiences can best discover the “Web Series” category and individual shows. This would include suggestions such as what the On Demand Menu should be (such as a “Web Series” menu button) to category strategy (should audiences be able to search Web Series by genre (e.g., Comedy, Drama) or channel (e.g. Revision3, blip.tv) or both? Recommended industry standards would certainly simplify audience discovery—which is what we all want!
The VOD Landscape
There are a growing number of choices for consumers to watch streamed Internet content on their TV sets, through game consoles such as Sony PlayStation 3 and Microsoft’s Xbox, to Blu-ray players, traditional broadcast cable boxes and not-so-traditional Internet streaming set-top boxes. Why some folks have been predicting the death of the set-top box is baffling given the market reach potential for original online entertainment. What matters now is how Web series can get in on these developments to expand the industry’s audience reach.
Following is a very brief snapshot of some of the activities happening at the moment.
Cable Set-top Boxes
Have you noticed how long the On Demand menu is growing when you press Channel 1? Here’s what’s going on and how two of the major cable companies are presenting their On Demand menus for us to find our favorite shows – and soon, Web series.
And don’t forget satellite program distributors DirectTV and DISH Network who also require set-top boxes and have their own menu content and design for show discovery.
Internet Streaming Set-top Boxes
This is where the action is right now. Exciting new content deals have been announced over the past few months in the emerging Internet streaming set-top box category. Most talked about in this category are Roku for their Roku Players and newcomer Boxee, with their newly announced first set-top box due out in Spring 2010.
HDTV Sets Pre-Loaded With VOD Channels?
That’s right! Look for new Internet-ready TV sets to come with bundled VOD channels offering up their selected programs for streaming. This is similar to the bundling strategy software companies maximize with computer manufacturers. Here are a few TV manufacturers dabbling in this right now:
Look for more consumer electronic manufacturers to do integration deals with Internet TV Web sites and individual content creators for pre-loaded VOD channels over the coming year as we watch more TV sets morph into computers with Internet connections.
Tubefilter News will be covering these and other new ways you’ll be able to view your favorite Web series from the annual 2010 Consumer Electronics Show (CES) in January.
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