A presentation given at "Training for Traing" for "Cartoon Masters" in Viborg, Denmark, May 19th, 2010.

1. Distributing
Animation Programmes
on the Web
„A recipe is not yet a nice menu“
Harald Müller
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2. About me
Harald Mueller
Ulrichstr. 15 www.facebook.com/harald.mueller.web
84424 Isen near Munich
Born 16.10.1956
Married, one daughter, one son
Education
• 1978 Banking
• 1985 Studies of Economics
Experience
• Project Management and Marketing (@ SPI, San Diego USA /
DSD Deutsche Sparkassen DatenDienste ...)
• Business Development (@Handelsblatt / @Nokia ...)
• Co-Founder of MobileMonday Germamy e.V & ‚COO‘ there since 2006
• Living on the web (24/7/350)
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3. Topics
• Never been easier to start your own (video) brand – so DO it!
• Never been harder to start your own (video) brand – but DO it!
• Creativity can overcome money (be it your content or the way you handle it)
• IT is everything, but how much money can you afford?
• Web-TV us number crunching – No audience = no money
• Content Content syndication / licensing for web videos rarely works
• Promote your content or partner the right and smart way (incl. viral effects & Social
Media and brand marketing = product placements)
• Your content everywhere? (opportunity cost)
• Revenue projections or Where is the beef?
What the
lo w
• Measuring ‘success’
bolts be
• Are there blue prints to adopt or a formula for success? do mean?
• Insides from scopas’ major 3 webisodes
«D11B», «Eckelsteins» and «Kanzlerkantine»
• Questions, please!
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4. Never been easier to start your own (video) brand – so DO it!
Never been harder to start your own (video) brand – but DO it!
Why WE believe ‚TV on WEB‘ is the future
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5. Never been easier to start your own (video) brand – so DO it!
Never been harder to start your own (video) brand – but DO it!
‚Featuring‘
‚Views‘
(Eyeballs)
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6. Never been easier to start your own (video) brand – so DO it!
Never been harder to start your own (video) brand – but DO it!
Production Costs
are affordable
(or are you scopas?)
Distribution Costs are low
(or at least the Know How is cheap to get)
No labor costs!
(With animation / cartoons you do not need a budget for
actors – cool! ;)
But, from now on it‘s all about ...
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7. Page: 7

8. Creativity can overcome money (be it your content or the way you distribute it)
Puppets only –
no cartoon – no animation
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9. IT is everything, but how much money can you afford?
The Do-It-Yourself Basics before getting REACH
Output, Transcoding, Thumbnail Generation, Title / Subtitles,
You?
(Batch-)Uploads, Metadata-Export, Metadata-Import into CMS, CDN-
handling, editing Player-Page, editing players, editing of playlist,
You
integrating videos into playlists, integrating videos into Player, Playlist
arrangement, launch on Site, launch of Player, launch of Playlist, Avoid
launch of Videodata, Management of Serverspace,
Traffic shaping, Peak-Management, broad band check,
Playercheck, technical user requirements, User-Tracking,
tracking of playing habits, Accessibility, Fall-Back-Content, Video-
Sitemap, Searchengine Optimisation, Site Search,
video index, ... Automatic invoicing
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10. IT is everything, but how much money can you afford?
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11. IT is everything, but how much money can you afford?
www.tubemogul.com www.videocounter.com
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12. IT is everything, but how much money can you afford?
Page: 12 Features and possible Site-Control

13. Web-TV us number crunching – No audience = no money (2007 – 2010)
29.7.2008 – 8.5.2010: 8,3 Mio. views (total: almost 12 Mio. views)
500.000 views per month
13.300 views per day (till May 8th, more afterwards)
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14. Web-TV us number crunching – No audience = no money (2010 only)
2010 so far: 29.7.2008 8,3 Mio. views (total: 12 Mio. views)
1,2 Mio. views – 400.000 views per month
11.000 views per day, but 8.5.2010: 13.300 views per day
more revenue!***
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15. Web-TV us number crunching – No audience = no money (tricks to help)
2010 so far for ‚scopas itself‘ only:
1,8 Mio. views 2010 so far for ‚scopas extended‘:
11.500 views per day, but 4,85 Mio. views
more revenue!*** ========== 38.200 views per day
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16. Web-TV us number crunching – No audience = no money
scopas stop motion demographics (2010)
95,9% out of Germany
Where are the viewers come from? (2010)
39% age 13-17
The long tail
gets more and
more traction
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17. Content syndication / licensing for web videos rarely works
Why?
1) Your buyer needs at least to earn back his (direct) expenses
2) Your buyer needs to make a (little) profit
3) Your buyer must be able to cover his costs for promotions / product placements
4) Your buyer does it for his own image / site promotion
5) Your buyer only takes it as part of a TV / DVD / web combi license
6) Your buyer is bad in maths
7) ... (more?)
You need to consider:
ad1) May work for English videos or such where no language is needed at all – can
one buyer cover the world? YouTube does not do such deals!
ad2) see ad1)
ad3) This might work for a limited time, but most likely he wants exclusiveness
ad4) This will definitely not become a long-term relationship
ad5) This can work, but in case of exclusiveness YOU give up ‚web control‘
ad6) The worst that can happen to you if you believe the web to be the future
ad7) Alternatives Welcome!
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18. Promote your content or partner the right and smart way (incl. viral effects &
Social Media and brand marketing = product placements)
Comparison 1:
The Cavalcade
(presented by
Burger King)
25.8.-4.11.2008
14 videos in season 1
(long tail!!!)
Until now:
13,8 million views
36k subscribers
D11BTV
since Oct. 2007
120+ animation videos
Until now:
11,2 million views
10+k subscribers
BURGER KING® serves up a new cartoon comedy completely on-line. From the
creator of the Family Guy comes Seth Macfarlane's Cavalcade of Cartoon
Here on: Comedy. New episodes served weekly, starting September 10th. The Internet will
never be the same. Then again, it is the Internet.
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19. Promote your content or partner the right and smart way (incl. viral effects &
Social Media and brand marketing = product placements)
Comparison 2:
The Cavalcade
(presented by
Priceline)
since 2 months
17 videos (50 in total
planned for season 2)
(long tail!!!)
Until now:
44,4 million views
345k subscribers
D11BTV
since Oct. 2007
120+ animation videos
Until now:
11,2 million views
10+k subscribers
From one of the greatest television creators of our time... comes a comedy too big
Here on: for your T.V. Welcome to Seth MacFarlane's Cavalcade of Cartoon Comedy!
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20. Promote your content or partner the right and smart way (incl. viral effects &
Social Media and brand marketing = product placements)
Comparison 3:
Angry Kid
66 videos
2,9 million views
8k subscribers
Aardmann Animations
107 videos
8,2 million views
17,6k subscribers
Aardmann Commercials
290 videos
2,3 million views
2,6k subscribers Watch classic animations from Aardman's
Oscar-Winning studio, including world-
renowned Wallace & Gromit, Creature
D11BTV Comforts and the Amazing Adventures of
Morph.
since Oct. 2007
120+ animation videos Interested in the more weird and wonderful films
created by Aardman? Then visit our new
Aardman Darkside Channel
Until now:
11,2 million views Don't forget to check back on Wednesdays at
10+k subscribers 5pm GMT when we'll be adding more great
episodes for your viewing pleasure.
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21. Promote your content or partner the right and smart way (incl. viral effects &
Social Media and brand marketing = product placements)
It CAN also work for unknown brands,
but the likelihood is unpredictibale
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22. Promote your content or partner the right and smart way (incl. viral effects &
Social Media and brand marketing = product placements)
Why
Social
Media?
A ‚must do‘ approach, but in
general a L ng
way to go!
Who the f*** came up with
this viral sh**
(in case it is understood as
a kind of guarantee)
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23. Promote your content or partner the right and smart way (incl. viral effects &
Social Media and brand marketing = product placements)
D11BTV is here and here:
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24. Promote your content or partner the right and smart way (incl. viral effects &
Social Media and brand marketing = product placements)
Think about this:
1) Does my format permit it (make sense for both parties)?
2) Do I have enough reach or could the marketing partner contribute to it?
3) Would I have to change my format? If so, how much and would it still be viable?
4) Are there regulatory needs to cover?
5) Where are (my) limits in terms of branding, just sponsoring, product placement
(influencing the story) and much more ...
6) How much costs / efforts do I have to spend to find a sponsor? Who can help me?
Are those working on (later) revenue share models (good ones not)
7) ... and and and
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25. Your content everywhere? (opportunity cost)
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26. Your content everywhere? (opportunity cost)
Option Set
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27. Your content everywhere? (opportunity cost)
Web-TV
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28. Your content everywhere? (opportunity cost)
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29. Revenue projections or Where is the beef?
150+ 42 1
Total Agerage Views
scopas*
per Video * Not counted: Making Ofs + Puppets
Page: 29 per category <90 days

30. Revenue projections or Where is the beef?
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31. Revenue projections or Where is the beef?
BTW: Easier said than done …
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32. Revenue projections or Where is the beef?
There is no one fits all overall approach – unfortunately ...
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33. Measuring ‘success’
Before you start measuring succes – have you at least done / reached this?
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34. Measuring ‘success’
Goal Status
Because, success
can be misleading ...
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35. Measuring ‘success’
scopas early 2008 ...
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36. Are there blue prints to adopt or a formula for success?
If I would have found this formula, I would not stand here ... ;) , but:
However, listen, but from a
creativity point at the end:
„Do it your way“
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37. Are there blue prints to adopt or a formula for success?
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38. Are there blue prints to adopt or a formula for success?
Page: 38

39. Are there blue prints to adopt or a formula for success?
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40. Insides from scopas’ major 3 webisodes « D11B», «Eckelsteins» and
«Kanzlerkantine»
And our friends:
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41. More Questions? Please!
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42. Thank You!
Harald Mueller
Ulrichstr. 15 www.facebook.com/harald.mueller.web
84424 Isen near Munich
mueller.harald@gmail.com
Some input granted by
http://www.gugelproductions.de/blog/
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