1. Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG
CrowdTV - Media Management
Challenge
1
TV
CrowdCrowd
TV
Renato ANDRADE
Henri DAMBREVILLE
Justin IRWEN
Philip LEUNG
Crowd-source TV content rating for Producers and Broadcasters
Offer free content watching for users and contributors

2. Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG
At CrowdTV, we are committed to providing our users with GREAT
TV entertainment, and to provide our production and broadcasting
partners with INSIGHTFUL analysis of their products and
audience.
1. CrowdTV – The Concept
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1. Producers/ broadcasters upload the pilots of a new show concept or an ongoing series
2. Users of the website view the shows and provide ratings and comments
3. One-click easy share to friends on Facebook and Twitter to generate additional discussions
4. Producers and broadcasters can make wise investments based on popularity of shows and
segment information
4 easy steps to use the CrowdTV platform
Our mission statement
CrowdTV will crowd-source the evaluation and choice of TV series:
users will be able to watch series pilots free in exchange of precise ratings

3. Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG 3
Customers Market trends
● The number of Series is increasing
exponentially
● Over The Top Channels (Netflix, iTunes)
are taking-off and might become the main
channel
● Consumption is more and more global,
networks ceased to grow
2. Customers and Market
Viewers
● Watch exclusive pilots free
● Get free series episodes
(after several ratings)
Producers
● Get immediate feedback based on
pilots and invest accordingly
● Tailor series based on audience
characteristics, number, preferences
● Deliver a more convincing investment
pitch to broadcasters
Broadcasters
● Get more information before buying
content from producers
● Better predict number and
demographics of viewers

4. Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG
3. Big 5 trends of the digital metasystem
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Pervasive Software
Affordable Smart Devices
Cloud ComputingBig-Data Analytics
Connectivity allows users to
watch and rate pilots
everywhere, at any time
Users bases, Video broadcasting
and social networks integration
allow to quickly build the platform
Smartphones allow
users to contribute
everywhere, at any time
PLATFORM
SaaS based platform allows
all partners to
interact through APIs or UIs
Users ratings on pilots,
behaviors and profiles
will provide high quality data
for the platform
Ubiquitous Broadband
Connectivity

5. Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG
4. Multi-sided Platform
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CrowdTV Broadcasters
Producers
Viewers
Feedback/
Analytics
Pilots & $
$
Data
Free entertainmentReviews and
ratings
Big
Data

6. Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG
4.1 Multi-sided Platform Model
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Number of
sides
Governance
Rules
Pricing
Structures
Design
CrowdTV is a 3-sided platform, connecting producers, TV channels and
viewers. Revenue will be generated from producers and TV Channels, while
viewers will be provided with free TV entertainment for their feedback.
This platform charges content creator/provider for the service that we provided.
On the other hand, it’s totally free of charge for viewers to use our platform.
From content creator/provider side, we govern the types of content that could be
uploaded to our platform. From customer side, there is no restriction on who can
sign up; however we can ban users who misbehaved.
Content creators and providers will be able to target viewer better, and evaluate
their new contents. For the reviewers, they’re getting rewarded for doing what
they like to do (watch pilots, provide feedbacks and influence direction of the
shows).

7. Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG
5. Content, Experience and Platform
Content
Experience
Platform
● CrowdTV provides unique content including TV pilots that
cannot be found anywhere else
● The focus on new shows allows the platform to be unique in
this segment
● Further, TV shows lovers (viewers) can evaluate the content
and propose changes, generating a good sense of interaction
● Each viewer will have a personal profile and the engine
suggests the next show based on the viewer’s preference
● Viewers can evaluate and grade all the pilots, ranking the
best pilots and provide feedback to content providers
● Finally, the platform offers accessibility in different kind of
devices (desktop, tablets and phones) and will focus on being
simplistic and ease-of-use
● The platform will have features to help viewers generate
content and rank the TV shows
● Content providers and broadcasters will have a plug-in
that allow them to access the data on their videos directly
● Platform is linked with all main social medias, such as
Twitter and Facebook

8. Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG
Viewer watches and
rates TV series
One-click recommend
on Facebook and
Twitter
Facebook friends like
and comment (and
visit platform)
Identify people with
similar taste and
reinforce friendship
Viewer acts on friend’s
TV recommendations
Social utility test: will the strategy help customers
solve a social challenge they can’t be easily addressed
on their own?
Often after watching a great TV episode (or movie),
viewers would want to instantly share this with others to
create a discussion. The one-click recommendation
function allows the viewer to quickly spread the word
Social solution test: Will the strategy leverage the
firm’s unique resources and provide a differentiated,
hard-to-copy social solution?
The platform’s unique resources is the huge library of
TV episodes, including ones still under production.
Friends of reviewers can only understand the buzz
through accessing this library
Business value test: Will the social solution directly
lead to improved profitability?
More viewers would generate more data and allow for a
more rapid response to each show. This will in turn lead
to more production houses sharing their pilots and thus
creating a network effect
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Help people improve existing relationships for
doing free work on the platform’s behalf
6. Social Media Strategy

9. Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG
7. Big data analytics
Data
Analytic
models
Tools
Data collected
• Video review ratings and comments
• Website traffic (source, volume, peak hours)
• Reviewer’s demographics (age, sex, occupation, TV
viewing habits)
Analytic models
• For each video, ratings by segment (age, sex,
occupation)
• Summary of website traffic and reviewer
demographics for internal use (marketing team)
Tools
• Sale to broadcasters: B2B salespeople to offer a
glimpse of demographics for each show
• Sale to production houses: B2B salespeople to offer a
glimpse of rating and comments on the show
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10. Renato ANDRADE, Henri DAMBREVILLE, Justin IRWEN, Philip LEUNG
Conclusion
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Key to
success
Improvements
Risks
● Quickly increase the amount of content offered and ensure quality
of content (i.e. no homemade videos)
● Provide incentive to increase number of users quickly to achieve
network effects
● Strong data analytics consistent with content providers’
expectations
● Do not have enough new content to provide to viewers
● Cannot strike partnerships with TV channels due to rights
restrictions of current, on-air series
● Do not create enough awareness among TV lovers
● Aggregate new services such as new surveys and polls
● Include other kind of media to be reviewed (ads, movies)
● Make the platform user-friendly to both content providers and
viewers