[opendtv] Re: Twang's Tuesday Tribune (Mark's Monday Memo)
- From: "John Willkie" <jmwillkie@xxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Tue, 11 May 2004 20:39:43 -0700
I'm willing to bet that it won't happen in an meaningful manner within two
decades.
It's neet to think about, but I also don't see adoption of these aspects of
MPEG-4 being driven by advertising, and many people in broadcasting are
contemplating how to play to Tivo users, in the off chance that it becomes
more popular than DTV in our lifetime. Some of these efforts will bear
fruit.
Me, I think the coolest idea is "watch the game for free" but "pay to see
the ball." Might bring live sports (like baseball) back to free tv.
Have you ever sold or bought a TV spot? (I've done the former, but not
enough of it to make my LPTV station successful.)
I consider implementing a system to provide for the selling and emission of
zoned tv spots (permitted by Directed Channel Change) to be an extreme
challenge. I contemplate a system that would deal with expiration of
placements in tv shows to be an impossibility: why sell short term
placements while there's still life in long-term.
It's still technology AND economics. Just because I put technology first
doesn't imply that technology controls: it just comes first, enabling the
economics.
John Willkie
-----Original Message-----
From: opendtv-bounce@xxxxxxxxxxxxx
[mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of Tom Barry
Sent: Tuesday, May 11, 2004 8:17 PM
To: opendtv@xxxxxxxxxxxxx
Subject: [opendtv] Re: Twang's Tuesday Tribune (Mark's Monday Memo)
> The fact is that you need a new copyright, also, if you add content.
I think we could safely assume that if they went to the trouble to
create multi-object content for the purpose of overlaying variable
product placement they would also (at least by the second try) manage
to get their legal ducks in a row in the IP issues. ;-)
The technology and infrastructure isn't really in place but I still
expect it will be a booming industry, if only to nullify Tivo's. I
wouldn't be at all surprised to see gaps left for advertising audio
inserts also.
"Frankly, my dear, I'll go have a Coke" (to Scarlet O'Hara)
- Tom
John Willkie wrote:
> Tom;
>
> As a business, you then need to balance the additional revenue over the
cost
> of putting the new content into the essence streams, then the cost of new
> prints.
>
> The fact is that you need a new copyright, also, if you add content. Not
if
> you subtract content. Subtracting a box of Post Toasties in a
> breakfast-table scene because the advertising contract expired just won't
> happen. Remember, many marquee directors get final cut of their product.
> They'd have to be rehired to put in a new spot.
>
> Talk about workflow ...
>
> John Willkie
>
>
> -----Original Message-----
> From: opendtv-bounce@xxxxxxxxxxxxx
> [mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of Tom Barry
> Sent: Tuesday, May 11, 2004 5:54 PM
> To: opendtv@xxxxxxxxxxxxx
> Subject: [opendtv] Re: Twang's Tuesday Tribune (Mark's Monday Memo)
>
>
> It adds marketing options. One advertiser may only want to have a
> dated product placement with a short shelf life and you can now sell
> that cheaper, knowing you can sell something completely different on
> the reruns or the DVD.
>
> - Tom
>
> John Willkie wrote:
>
>
>>Updated? On what planet?
>>
>>The REASON that ADVERTISERS participate in PRODUCT PLACEMENTS is simple:
>>pay once, the "commercial" runs each time the show is shown, and the
>
> message
>
>>is part of the environment. It sure worked for "Reese's Pieces" (E.T.)
>>because Mars didn't want to pay to advertise M&Ms.
>>
>>So, to what advantage would you offer "placers" these short term
>
> placements?
>
>>It's like a commercial, but more expensive?
>>
>>John Willkie
>>
>>
>>
>>-----Original Message-----
>>From: opendtv-bounce@xxxxxxxxxxxxx
>>[mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of Manfredi, Albert E
>>Sent: Tuesday, May 11, 2004 7:12 AM
>>To: opendtv@xxxxxxxxxxxxx
>>Subject: [opendtv] Re: Twang's Tuesday Tribune (Mark's Monday Memo)
>>
>>
>>
>>
>>>Oh please. People have been crowing about MPEG4 object layers
>>>for what,
>>>almost 6 years. I have yet to see anything widespread
>>>materialize that
>>>is anything but a glorified one-off show-floor demo.
>>
>>
>>Perhaps true, but I think Tom had an interesting concept there.
>>I've been wondering how ad placements in the program can be
>>updated when the program is rerun. If the embedded ads are to
>>function as revenue makers, they need to be updatable, right?
>>This would be a way of making the ads useful for more than just
>>the first airing of the content. Better targetting of ads is
>>an added bonus.
>>
>>Bert
>>
>>
>>
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