Hollywood is facing increasing competition from Silicon Valley as new digital platforms emerge for distributing entertainment content. New players like Netflix and Hulu are producing their own content and attracting viewers away from traditional television. As devices like smartphones and tablets proliferate, consumers are spending more time with digital content on multiple screens. For the entertainment industry to succeed, it will need to embrace new forms of storytelling, collaborate with digital platforms, and make content widely available across all devices and services.

1. HOLLYWOOD
vs
Silicon Valley
1

2. EINE PRÄSENTATION VON BERTRAM GUGEL
@digitalerfilm
2

3. 1999
‣ Broadcasts of 30 television stations and
cable networks
‣ Play-by-play game broadcasts and other
programming of over 420 college and
professional sports teams
‣ Live music, including concerts and club
performances
‣ Live and on-demand special interest
shows and Internet-only “Webcasts”
3

4. 2005
4

5. 2010
Launch Lawsuit Shutdown
13.09.2010 28.09.2010 22.02.2011
5

6. 2011
Launch Lawsuit Shutdown
16.03.2011 5.04.2011 2.08.2011
6

7. 2012
Lawsuit Launch
1.03.2012 14.03.2012
7

8. Schnelles Wachstum ...
349M Video
Views/Monat
349
51M UU
350 60
Monat
309
50 51 51
265 50
48
46 232
45
Video Views / Monat in Mio.
Unique User / Monat in Mio
221 216
44 44 44 44
206
180 40
38
143
32
106 108
95 80 84 30
63 57,9
50,7
31,0 32,9 32,7 34,5 35,2
17,2 21,0 21,8
11,2 14,0
10 20
1. Monat 3. Monat 5. Monat 7. Monat 9. Monat 11. Monat
BBC iPlayer Hulu vevo
8

9. Keine Inhalte, keine Nutzer ...

10. ,It only takes one
bullet to kill.‘
http://www.fosspatents.com/2012/02/motorola-likens-its-enforcement-of.html 10

11. Wandel
11

12. http://www.kraftfuttermischwerk.de/blogg/?p=33327 12

13. What's going to kill movies and TV is
what's already killing them: better
ways to entertain people.
– Paul Graham, Y-Combinator

14. Netflix & Hulu produzieren Inhalte!
Netflix – Lilyhammer

15. Neue Studios und Produzenten ...
3.000.000.000
Views/Month

16. Neue Inhalte und Themen ...
ESL – Finale CeBit 220k live Zuschauer
16

17. ... schaffen Reichweite!
Machinima
23M Unique Users/Monat
344M Video Views/Monat
60min pro Nutzer/Monat
Gronkh
240M Videoabrufe total
390k Abonnenten

18. Chance zum Direktvertrieb!
$1 Mio in 12 Tagen!
https://buy.louisck.net/news 18

19. Collaborative storytelling and filmmaking
will do to Hollywood what Wikipedia did
to Encyclopedia Britannica
– Jimmy Wales, Wikipedia
Foto: Wayan Vota http://www.flickr.com/photos/dcmetroblogger/6574651159/

20. Neue Einsatzgebiete ...

21. ... YouTube als Lehrer.

22. In the US the top apps are already
bringing 20 hours per month. That’s
huge, and it’s just the beginning.
– Nick Dorra, Rovio

23. Jeden Tag >1 Film ...
274min 44min 65min 15min 3min
TV
23

24. Kooperation?
24

25. Storytelling
Foto: lowjumpingfrog | http://www.flickr.com/photos/jenorton/5647856557/ CC-BY 25

26. Inhalte
Wohnzimmer
Photo: Tom Borowski | http://www.flickr.com/photos/tomborowski/6282761153/in/photostream CC-BY 26

27. Promotion
Foto: almost witty http://www.flickr.com/photos/badlydubbedboy/69097713/ CC-Licence 27

28. Flexibilität
Foto: flickingerbrad http://www.flickr.com/photos/56155476@N08/6659994609/

29. Neue
Produkte
Foto: Robert Couse-Baker http://www.flickr.com/photos/

30. Technologie
Foto: hammershaug http://www.flickr.com/photos/hammershaug/4835259477/

31. + =?
31

32. TV als offene Plattform
So, hey, cable companies: Stop worrying
about losing control over the “experience” —
you’re not doing a very good job with that
anyway — and open the cable subscription
up as a platform. You might even learn
something.
– Dan Frommer, SplatF
http://www.splatf.com/2011/11/cable-twitter-platform/ 32

33. Herausforderungen ...
Ökosysteme
Inhalte
Zugang
☀ TV ♜
Interaktion
33

34. Distribution
Services
Hardware
Ökosysteme
34

35. The battle of devices has now become a war of
ecosystems, where ecosystems include not
only the hardware and software of the device,
but developers, applications, [...] and many
other things. [...] This means we’re going to
have to decide how we either build, catalyse
or join an ecosystem.
– Stephen Elop, CEO Nokia
35

36. 4 Post-PC Geräte pro Haushalt 2014
*
45% 11% 7%
*Worldwide Share of Trans-
aktionen in 2011 – IHS 36

37. Das neue Schlafzimmer-TV
3facher
Videokonsum

38. Welcher Screen ist zur Hand?
morgens mittags abends
38

39. Nur wenige Anbieter!
39

41. Gleichgewicht herstellen
41

42. Entdecken
Sharing
Zugang
42

43. 68% nutzen Facebook
as TV Guide
26%
Referal Traffic
http://www.telegraph.co.uk/technology/facebook/9175756/Women-ditching-TV-guide-for-Facebook.html
43
http://gigaom.com/2012/01/31/pinterest-referral-traffic-google-plus-twitter/

44. TV Discovery ...

45. We have adapted our personalization
algorithms to this new scenario in such a
way that now 75% of what people watch is
from some sort of recommendation.
– Xavier Amatriain, Netflix

46. Inhalte zu den Nutzern bringen ...
860k Websites
Embed YouTube
http://trends.builtwith.com/media/YouTube

47. CBS als verteilte Plattform ...
„Put your content where people are!“
47

48. ... ist genauso erfolgreich wie Hulu.
3.000.000.000
Abrufe insgesamt
48

49. Zugänge schaffen und nutzen.
Restricting access to content is a bad business
model in the age of a global network that
costs practically nothing to distribute on.
– Fred Wilson, Union Square Ventures
http://www.avc.com/a_vc/2012/01/scarcity-is-a-shitty-business-model.html 49

50. Interactive
TV
Interaktion
50

51. TV–Multitasking
51

52. Wir stehen erst am Anfang ...
Stefan Raab
4,3M DSDS vs 3,1M SdR gewinnt #SdR.
120
Endlich sie ist
90
raus #DSDS
60
30
0
20:00 21:00 22:00 23:00 0:00
Couchfunk
52
http://www.focus.de/kultur/kino_tv/stefan-raab-gewinnt-trotz-knieverletzung-dsds-quoten-schlagen-schlag-den-raab-krimi-gewinnt_aid_737754.html

53. ... attraktive Alternativen!
57% Lesen Emails
45% Nutzen eine App
44% sind auf Social Networks
44% surfen im Web
Nielsen Cross Screen Report Q4 2011 53

54. TV wird getagged ...
ZeeBox
54

55. ... mit zusätzlichen Inhalten.
Happy World: Burma, the dictatorship of the absurd
55

56. TV muss den Zuschauern helfen ...
TV is the trigger –
don‘t forget to pull it.
56

57. TV als App
Inhalte
57

58. Apps als neue Darstellungsform ...
>1h Dokumentation Material
58

59. ... erlauben eine neue Verbreitung.
170.000 downloads für $4,99
59

60. Wreck a Movie

61. „We need some radio communication
Wreck a Movie
for the Nazi fleet as they are
approaching the Earth orbit. Your task
is to record the following lines (all of
them, preferably, and we will pick the
best) in German, in strict but calm
military style.“

63. Neues Storytelling ...
Clip
0:22:52
TV
Archiv
63

64. TV ist keine Insel ...
TV
64

65. Open Video?
Ökosysteme
Inhalte
Zugang
☀ TV ♜
Interaktion
65

66. Chance für beide Seiten ...
„The Guardian made a significant investment in
building a content API, but is one that is allowing
us to reap rewards from the decision. [...]
In fact, we use it ourselves to build our own apps.
Our iPhone app and m.guardian.co.uk mobile
optimised site are powered from the API, as are our
forthcoming Android and Windows Phone apps.“
– Martin Belam, Lead User Experience & Information Architect at Guardian
http://www.currybet.net/cbet_blog/2011/09/csforum11-martin-belam.php 66

67. Vielen Dank!
Kontakt
Bertram Gugel
M: +49 179 22 1 77 63
bertram.gugel@gmail.com
www.gugelproductions.de
@digitalerfilm