Digital Lifestyle Programming Opportunity Strategy
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Brainfood Entertainment envisions a world where viewers can watch and interact with television programming that is inspiring, enriching, and entertaining. Our mission is to become one of the world’s leading developers of great television, synched digital entertainment, and show related products for children, teenagers, and adults young-at-heart.
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Digital Lifestyle Programming Opportunity Strategy
- 1. Digital Lifestyle Programming Opportunity
- 4. 1.
- 8. If we’ve done it for them… we can do it AGAIN!
- 9. 2. Programming for the Digital Lifestyle
- 10. Television Grows, But TV Viewing Is Decreasing
- 11. Why? Question #1
- 14. Viewers Are Being Drawn Away iChat Web Interactive Toys Radio email Instant Messaging Games Cell Phones ipod X-box DVD DVR
- 15. Who? Question #2
- 17. Their Migration away from TV has already begun * Harris Interactive & Teenage Research Unlimited
- 18. How? Question #3
- 19. Collaborate With The Competition
- 20. Design Integrated Entertainment Experience
- 21. Integrate Content with Sponsor Message
- 22. Example: Collaborate, Design & Integrate iChatAV (software) iSight (camera) “ Sending own picture and videos” rated #1 activity
- 23. What does this mean to a program developer?
- 24. 3. Strategy
- 28. 3. Develop Programming For All Media & Play * Revenue generating * *
- 32. For the Lean Back or Lean Forward Audience Watch Vote Play along Solve puzzles Find clues
- 41. 4. Form Strategic Partnerships
- 42. 5. Co-develop Properties with Partners * Revenue generating *
- 44. Strategy into Practice 6.
- 45. &
- 51. 7. Program Platform Strategy Brainfood’s Lean-back / Lean-Forward Television Programming Enhanced Advertising Integrated Sponsor Content Digital Devices / iTV Traditional Advertising Communication Networks Additional revenue opportunities
- 52. & Partners
Hinweis der Redaktion
- Welcome to the Brainfood Entertainment’s Presentation on Digital Lifestyle Programming Opportunities. I am a former producer and V. P. of Programming of the Sci-Fi Channel (during start-up), V.P. of New Media for Tekno Comix , and most recently Editorial Director and VP of Digital Media for Hollywood Media Corp.
- I currently have a great job with Hollywood developing the #1and #2 rated Interactive and Video-On-Demand cable TV channels Totally Hollywood and Totally Broadway. Why then, you might ask, would I want to make a leap to a risky startup venture in SOMETHING CALLED digital lifestyle programming. The reason is as follows - my job at Hollywood Media is to evaluate and develop programming for current and emerging technologies. As you can imagine, I’ve come across some fascinating new concepts and ideas…
- Brainfood Entertainment - where do we want to go, how will we get there, and why will we be successful. Digital Lifestyle Programming - why its needed, who needs it, and Brainfood Entertainment’s plan for capitalizing on it. Strategy - Our 7 Steps to success Solutions - three totally new program formats that address wide-appeal and niche audience markets Projected Timeline - A snapshot of Brainfood’s expected growth Conclusion & Review - what it all means to you! Strategy in Practice (maybe) - an example on how 1 show will roll out, and make money for its sponsor, games, why this and that.
- Brainfood Entertainment envisions a world where viewers can watch and interact with television programming that is both inspiring, enriching, and entertaining. We believe that interactivity should be part of the whole TV viewing experience, not just an afterthought or add-on. Our mission is to become one of the world’s leading developers of great television, (TV synched) digital entertainment, and show related products for children, teenagers, and adults young-at-heart. So whether you are a television network or advertiser, wireless provider or web portal, show sponsor or television producer, Brainfood Entertainment’s programming products can be an asset in your portfolio. Our goal is to deliver the content and audience that media based businesses use to generate revenue.
- How will we get to where we want to go? By working with partners to create products including. Reality-based Competition Shows Wide-Appeal Documentary series Game shows designed with home audience participation in mind Kid Shows that Mom and Dad can also enjoy and participate in Original Animated Characters Conversational Content for teens and young adults Concepts for show related Digital Entertainment New Product concepts for games, books, and toys
- The key advantage of the Brainfood team is experience and connections. From the startup and launch of three highly successful cable and interactive television channels, to the development of large-scale entertainment web sites; From original characters and storylines destined for release as comic books, online games, CD-Rom, television shows, and toys; to the production of cable TV series. Brainfood Entertainment has experience… working with partners like Cablevision, Cox, and Comcast , and AOL, MSN, & IBM. Practical experience… developing, producing, and promoting in multiple media experience.
- If we’ve done it for all these successful ventures - we can do it again with our partners!
- “ What is Digital Lifestyle programming” and why should I care is a question you may be asking yourselves. To really understand this new opportunity, let’s take a look at some recent trends.
- While the number of cable TV channels has grown in recent years, from around 35 to over 350 , the number of hours that an audience spends watching TV has actually declined. And this trend is expected to continue. This rather startling prospect begs 3 questions….
- Why are viewers leaving TV?
- Studies indicate that millions of today’s television viewers want something more than to just sit back and watch TV. These viewers : Find that jus t watching TV by itself is too passive of an activity Feel that the television experience can be “very isolating”. Are convinced that current program offerings present ”little emotional or intellectual challenge”. And some have given up TV altogether because they maintain it is just “Not worth the time” Certainly, there are some really great shows to watch on TV. But for many audience members, it appears that it’s just not enough. They want more!
- A growing and very important group of viewers have expressed a need to watch TV and Compete (and win prizes) Solve a mystery Learn something valuable To be challenged by a shows content and format Express themselves by voting their choice or participating in a poll Interact with the contestants or host Make a connection with other viewers and fans who also watch the show. And, kids, teenagers, young adults, and adults-young-at-heart all would love a chance to appear on a show. When teenagers are asked what one thing would you like to do this year, over 60% said “Be on TV”.
- Increased competition from digital entertainment and information products is one big reason viewers are leaving. The internet, cell phones, video games and instant messaging are acting like magnets to draw audiences away from television. Kids and the kids who have grown up weined on video games like “Doom” and surfing the internet just don’t have the patients to just sit around and passively watch TV. They not only want to be engaged by media, but also interact with it.
- Question #2 : Who are the ones leaving and why are they so important to Cable Networks, Advertisers, Sponsors, Program Producers , and Investors”.
- They include, among others, the demographic know as “the Millennials” They are teens and young adults, the 47 million people (in the US) who spend an estimated $149 billion, and their influence on other people extends five times their spending. That’s 3/4 of a trillion dollars. Millennials are “the dream demographic” that advertisers and sponsors crave - the ones who watch, buy, and consume popular culture and products like hungry wolves. Television needs to hold onto Millenials. And Brainfood Entertainment and its partners can attract and hold them with their programming
- The evidence indicates that the migration of “the Millenials” away from Television has already begun. A recent study conducted by Harris Interactive and Teenage Research Unlimited concluded that Millennials now spend more time using digital entertainment and information devices than watching television. During an average week, Millenials spend 16.7 hours online (and that’s excluding e-mail); TV watching - now comes in second place with 13.6 hours; 12 hours for radio; and 7.7 hours talking or playing games on the phone.
- Question #3: How can Brainfood and partners capitalize on this Profound shift in viewing and help to reverse TV defection by Millenials?
- By collaborating with the competition to create new forms of integrated content and programming that distributors will fight to get. Everybody benefits: The Audience and Advertiser, a Cable Network and Hi-Tech Company, a Sponsor and Digital Service Provider, and Brainfood Entertainment’s partners and investors. Digital devices such as cell phones and computers, and communication networks such web portals and AOL Instant Messaging can be leveraged to enhance a television show. We are not referring to the obligatory and ineffective “go to our show’s web site for more info after the show” message that you might have seen and ignored.
- But, leveraging digital device networks as an active and integrated part of the TV experience itself Giving viewers what they need - websites that offer compelling content and gaming synchronized to a broadcast (not presented after the fact) cell phone used for voting, still picture transmission to and from a show, and answering multiple choice quizes that reward viewers with a shot at big prizes. instant messaging used for polling and active discussion software that enables viewers sitting at home to play along or appear live on the show. And, as it rolls out across the United States during the next three years, the interactive capabilities that will be provided by Satellite, Video-On-Demand, and Interactive Television micro-channels
- Brainfood’s Entertainment and partner’s programming offers sponsors new and more effective ways of reaching their market. Where appropriate, Brainfood will integrate a sponsor’s message in the program content itself. And we will exploit digital devices so that: Viewers can go deeper inside a message to find out more about a product or service. And then encourage audience to respond (more details on this later) Brainfood’s Digital lifestyle programming changes television from a one way dialogue of into a two way conversation. Fun and natural for an audience and very valuable to an advertiser. Sponsors are drooling at the prospect of direct audience feedback from a TV commercial message. A couple months ago I worked on a sweepstakes campaign with GM Cyberworks to promote the new Buick with Tiger Woods as the star . Our modestly interactive TV production gave them direct response from TV viewers at home. They had never before gotten direct response from a commercial and were besides themselves. And they are now calmerring for more! Brainfood and Parnters can tap right into that. We don’t have to wait for a distributor to get around to figuring out how to do interactive advertising. We already know how!
- Here’s just one example of Collaborate, Design, and Integrate: Collaborate: Using Apple Computer’s new iChatAV messaging software, a Mac computer, and their 12 million user base. Viewers could compete to appear on a TV show via their home computer. Design: The show host might direct viewers to ask a question of a celebrity, to give an opinion about the news, or to play a game against a contestant. Who would be interested in this? Just about every teenager, mom and kid in the United States. A CTAM Research study showed that over 56% of online users rated “ sending their own pictures and videos” as the #1 activity they would be most interested in engaging in. Integrate: Viewers that send in a video might also get something back from the show. A return video of the viewer with a specially tailored message designed just for them. Perhaps its contains an image of them on the show, an insert of their image on a cheerio box, whatever. Leave it to the sponsor’s creative agency to go wild. This could also work with a viewers voice message or still photo. The quantitative data to support how effective this would be is unavailable… But if I got a video back of my kid featured in an advertisers commercial I would be much more likely to go out and buy that product. Or, I would be very likely to succumb to the insistence of my son or daughter to go out and buy that product. Is this fantasy from TV 2025?… no. The technology is all there. All that is needed is creativity and the initiative to seize the opportunity.
- What does this mean to a program developer? The ability to meet a audience’s unmet needs Access to the dream demographic - the audience that advertisers and distributors would pay the most for. A multitude of ad revenue possibilities , including enhanced campaigns, ad integration, and requests for information Major Sponsors who act as partners and who subsidize production to help promote their hi-tech products or communication network Program exposure in multiple media. Numerous revenue streams The potential of a hit show unlike anything you’ve ever worked on before And, gearing your company up for the day when iTV, VOD, DVR and digital device programming rules the market. Are there risks? You bet! The show could be a real stinker. But that could always happen. Interactivity does not make a crummy show good. But it could make a good show really terrific ! Will the first one out of the gate make us all millionaires. Probably not. But after a few, Brainfood and Partners should have a level of expertise and connections exceeding anything we may be doing today.
- Let’ take a look at Brainfood Entertainment’s formula for success.
- Brainfood Entertainment will Create a strong brand that has real meaning to the consumer Develop Lean Back and Lean Forward Programming for wide-appeal and niche markets Focus on developing programs that can be leveraged in all media and play. Form Strategic Partnerships that best leverage each parties assets and brainpower Co-develop properties and products with those partners Capitalize on our ability to work with advertisers to target audiences, deliver messages more effectively, integrate messages in show content and create a valuable marketing database Creatively applied,television and digital device program integration can amplify and enhance a TV program’s entertainment value, and a viewer’s experience, and receptivity to sponsor messages.
- Brainfood Entertainment will develop a strong consumer brand that stands for something - engaging smart entertainment that viewers can watch and interact with. We will accomplish this by: Developing a “universe” of highly recognizable original characters (and storylines) Create game-like environments for characters, contestants, and viewers to play out their roles Develop entertainment that also has an educational slant. (do not say this - but it is available for reference - (((Jordan Levin, WB's programming chief said that “ There are going to be thousands of brands and the ones that stand for something are going to make the transition to the new playing field that digital technology is creating “ The broader-based brands that don't stand for anything will go the way of The Saturday Evening Post. ”))))
- Branfood Entertainment’s will develop programming that meets the needs of two major audiences - Viewers who prefer to just “Lean back” and passively watch a show And the developing audience that would like to “Lean Forward” and connect… communicate… and compete Current TV programming generally doesn’t afford viewers the “Lean Forward” option. Sure you can check out a television show’s web site and vote by phone - (as over one million did in the second round of American Idol). But most programming is not designed to let you participate or interact with the show in any meaningful way. The Right Lean-back /Lean-forward content Will be cable unique - another words there will be nothing else like it. Will be designed to hold short attention span viewers And will decrease ad skipping (on DVR and PVR like Tivo) because the message will be interactively imbedded in the show. Advertisers and TV networks are worried to death about adv skipping - but that’s another story.
- Brainfood Entertainment will focus on developing properties that can be leveraged in all media and play. We will focus on developing shows that have a real potential as a hit on television, and have the possibility to be work on either a game, computer or cell phone platform. And the intellectual property derived from a show can be leveraged as either a toy, kids books, greeting card, and clothing accessory.
- Challenge & Adventure Conversational Content Kids Entertainment Plus
- Challenge and Adventure is designed to serve the needs of teenage and adult audiences interested shows that surprise, excite, and challenge viewer’s mind. Smart programming for smart young people or people that want to feel smart.
- The Challenge and Adventure audience is under challenged by traditional television programming. This audience is interested in a viewing experience allows them to: Highly involving Allows audiences to participate Incorporates surprises These Viewers want Amazing-but-true stories Game shows that “make you think” Mysteries and Who-dunits that you can play along with Vivid Realism - shows that are totally believable
- The Challenge and Adventure format is designed for both “Lean Back” and ”Lean Forward audiences Synching and linking “Challenge and Adventure TV programs with ubiquitous digital devices will enable audiences to play along with contestants and celebrities, find clues, solve puzzles, vote, participate in detective role-play , as well as just sit back and watch. Example - viewers watch a game show or mystery who-dunit that tests their powers of observation or quizes them. They are given a 25 question multiple-choice - answer “A”, “B”, “C”, or “D” during the show and enter in their answer into their cell phone’s “write message” app, and then send in their answers when prompted and the end of each of the show’s 5 segments. (SMS - based interactivity). They could also answer show questions via the program’s web site. Why would they do this? To test themselves, judge themselves against others, and win prizes.
- Brainfood Entertainment has developed the following shows that address the needs of the Challenge & Adventure audience. They include: “ You Are The Detective” “ We Are Here!” “ Your Fantasy Come True” “ You Are The Judge”. You Are The Detective - gives audiences the opportunity to solve mysteries of history. They are presented with tools, can draw on “expert witnesses” who provide insight or mislead, and then they can vote their opinion on who did what, what happened, or if a segment is fact or fiction. If they answer wrong, they are given another opportunity ; if they guess correctly , they will be given a password which will allow them to enter in a prize drawing for a vacation or product. Instead of all the those violent cartoons kids watch, they could be playing games, learning important skills, and winning prizes.
- Conversational Content™, our second new programming format, unites show content with audience communication. It presents its target audience with the content they are most interested in Encourages them join in the discussion Incorporates their feedback as an integral part of the show
- Conversational Content™ is designed to serve the needs of “Curious” Teenagers & Young Adults viewers ages 13 - 24 . This highly attractive advertising demographic craves shows that explore provocative subjects like Sex and celebrities Music and fashion Politics and late breaking events
- Brainfood Entertainment’s Conversational Content programming format lets its target audience: Watch or Interact (the viewer decides) Communicate with other viewers and fans Interaction - with a show or its contestants Participate in a poll and see the results Get more information Appear virtually on a show (Submit a video) Vote for or against a contestant Research shows the you have to provide big reasons to get people to take part in interactivity. You need a real end result. Viewers need to know that if they vote, for example, it will have real impact on the world. You want to get people excited. A show where viewers can select a winner, determine who comes back, what product they judge best fits the bill. Having familiar trusted personalities to invite the audience to interact helps.
- Brainfood Entertainment has developed the following shows that address the needs of the Conversational Content audience. They include: “ Cool Hunters” “ You’re The Judge” “ Fantastic Failures” “ La-La Land”
- Kids Entertainment Plus
- This new programming format offers viewers a variety of new shows and products for… Fun & knowledge-hungry children - ages 5 -11 And their parents - who want shows that offer more than just “empty calories” Our informal research study produced these results. Both parents and their children agreed - a show simply “must be fun” to watch… have an engaging storyline and feature quirky new edgy characters. However it was parents that insisted that the shows also teach good morals, present less aggressive behavior and more cooperation, and teach the child something useful. And they want to be able to enjoy the show together
- Brainfood Entertainment has developed the following shows that address the needs of the Kids Entertainment Plus audience. They include: TV shows - Wild, Wacky, World; BrainPower, and Nitwits Products include - Ms. Moon’s Mobile, Captain Planet’s Game, and the Brain Drain Game And, of course, our partners might have better ideas than these that you would want to develop. Its TV 2.0 - no one has ever done it before. From a creative stand point I personally think that’s very exciting.
- Partnerships are vital to our success. We are targeting digital device makers (Nokia), communication networks (AT&T), entertainment, game & toy companies, and publishers. We also intend to work with ad agencies and directly with show sponsors(Apple). Brainfood will leverage each of our partners product development skills, distribution channels, and cross-promotional capabilities. And we will be working with major television distributors and licensing companies. The distributors at first might be hesitant because what we will be doing is different. But they will be receptive to the upsides. A sample case scenario of “The Cool Hunters and Apple Computer” will be presented later in this presentation as an example of how all this could come together.
- Brainfood Entertainment’s strategy is to present a partner with an idea, co-develop it into a television show … intellectual property digital entertainment and related products for licensing and merchandising ((((((Here is an example: Brainfood presents “X” toy company with its “Wild Wacky World” television series idea. Both parties agree to partner on the project. The first objective, in this case, is to refine the “look and feel” of its animated host character, “Bill Platapus”. Brainfood envisions that “Mr. Platapus” will need a magic microphone, black top hat and tails because he’s the show’s wacky but classy announcer. “ X” toy company suggests that he be clad in a cuddly fuzzy green and yellow suite - because children and their parents prefer to purchase and snuggle with colorful dolls. Black and white ones just don’t sell! Lets face it. This is a hit business and no one really knows for sure what’s going to work - but we have just maximized our prospects for creating a better TV character and sellable toy. The partnership works - both parties win.
- Our strategy includes numerous advertising and sponsorship advantages as mentioned before. They include: Capture Advertiser Market Share Via Benefits Attributable to TV and Digital Platform Play to Existing Advertising Practices - traditional 15, 30, 60’s commercials during show (Sponsorship opportunities). The products and services of communication companies and digital device manufacutures may also be integrated in a show - and promote useage and awareness more effectively than traditional image building commercials. Integrated Advertising - TV and Digital Device Program Integration offers advertisers more avenues of opportunity to promote their product - computer software, wireless devices , the web can all be integrated in the show. Enhance Campaigns Via Digital platforms - Advertiser Benefits Ad Relevant New Tracking and Features Attributable to digital Platform (cell, web, etc) Valuable Marketing Database - Audience members that participate in show polls, voting and competing can also be motivated (with rewards) to offer personal information . The marketer’s holy grail of raising brand awareness, targeting a receptive audience, and generating a valuable marketing database is one by-product of Brainfood’s integrated programming approach. Let Loose Advertiser and agency Creativity to rope in viewers with interactivity
- Now you might be thinking… that sounds great, but its all kind of theoretical. How would this concept of Digital Lifestyle Programming come together in the real world.
- We’ve chosen our “Cool Hunters” television show and sponsor Apple Computers as to demonstrate how it would happen.
- Brainfood chooses to go after a major sponsor. We develop a show idea with the sponsor in mind. We take a serious look at what they are all about - and what might well serve them. Apple Computers, a $20 billion dollar industry giant, spends tens of millions promoting its new hardware and software products. Apple tools encourage people to work, play, and communicate. The company is know for its innovative spirit - in both technology and product design (Imac design). Its mantra is ease-of-use; work, play, and communicate. Their new suite of iLife products which includes video streaming chat, trading photos, and more is just one example. Apple is also a hi-tech fashion leader - there computers are as pretty to look at as they are fun to use. It was founded literally out of a garage by two inventors Renown for with ease-of-use computing, the company has focused on it’s entertainment based software products - Quicktime, Final Cut Pro, iTunes and the incredibly successful iTunes Music Store, iPhoto, iPod,) and most recently its music download service. It is presently morphing into a consumer-electronics company also capitalizes on a hip brand -- the cult of cool -- that Apple has spent billions building Company founder, Steve Jobs, is no stranger to entertainment - he heads Pixar - the computer animation company that created Toy Story, Shrik, and Finding Nemo.
- Apple has always been countercyclical Until Apple, it wasn't cool to buy digital music Apple is a Trend Setter - like the people that the Cool Hunters goes after. This was about getting to that pivotal group of people -- the people who buy the cool sneakers and wear the right clothes -- and showing them that legally downloading music could be cooler than stealing it." 20% of consumers age 13 and above were aware of Apple iTunes after just its first two months on the market. Among Macintosh users -- the store's initial target -- awareness was an impressive 46%. And NPD found that 6% of Mac users had paid for a song or album via iTunes. As software and services become more important -- both to consumers and to generate revenue -- Apple's moves to capitalize on its brand and bring simple, elegant software and services to the Windows world makes sense. Competes on brand, design, and quality Sitting on $4.5 billion in cash
- Then we come up with the show that matches the sponsor. The Cool Hunters is a half-hour weekly series that promotes the innovative spirit for the millions of people who are passionate about hot products and cool people. Brainfood Entertainment believes that Apple would be the right strategic partner on this project - so it designed the show with Apple and its target market in mind. Part hip news-magazine and irreverent competition, the show presents compelling stories about offbeat creators and their home-brewed creations. What we find is unpredictable - tomorrow’s fabulous fashion or the next mega-flop. Viewers, host, and experts argue and vote on which products end up in the dustbin of history and which creators remain in our competition for a shot at a fabulous grand prize - worth $ millions.
- New shows and related intellectual property that appeals to a ‘niche” - like teenagers and young adults who love new products and are obsessed cool people. In this case the “ Cool Hunters” a show that lets Viewers connect with other viewers Make a difference by voting for or against a contestant and their favorite product Be heard by participating in a poll And even appear in the show
- Benefits of Sponsorship: Cool Hunters - could be instrumental in helping Apple to unveil its next generation of entertainment / communication based products. And it could prove valuable in helping Apple evolve perception from a ease-of-use computer company into a hi-tech company that lets your spirit free to be creative and communicate Tie - in: Home viewers could be urged to communicate with The Cool Hunters using a computer (preferably an Apple). They could send us email, surf the web site, download a file to the show, or send an edited comment that edited on Apple’s Final Cut Pro software.. The audience would be encouraged to communicate with television and other like minded individuals in a new way.
- Program Platform Strategy Lean back and lean forward programming is the basis of our business. Television and digital device program integration can amplify and enhance a TV program’s entertainment value, a viewer’s experience, and receptivity to sponsor messages. Brainfood does not expect to have all aspects on board at once. It is an evolutionary process. One show may have a cell phone network and a gaming company on board, another a computer hardware manufacturer and an AOL instant message group. However, over time, we will build a wide range of relationships, tap numerous revenue streams, and integrate a wide range of digital device add-ons in a show. Eventually, as technology advances, it may roll into Interactive Television.
- Income Who contacts sponsors, partners How are projects developed What is the split Why would distributor give up their rights Who finances programs Chart on how projects gets going * Who will fund it in start up * Why are you hitting us.