Archive for December, 2007

Voyeurgasm

Posted in Uncategorized on December 30, 2007 by southborough

The answer lies in an ubertrend I’ve insightfully dubbed “voyeurgasm.” It’s rooted in an age-old consumer desire: we like to watch. But the trend has taken off in the past 20 years or so, propelled by the proliferation of digital technologies and jump-started by the Rodney King beating in 1991.

Since then, we’ve seen an explosion in high-profile events captured on video, including Central Park’s notorious “wilding” incident, the Concorde crash, September 11, the Mt. Hood rescue helicopter crash and Madelyne Toogood’s child beating, plus a never-ending string of police-car chases and other fabulous foibles.

Our national obsession with celebrities led New Scientist magazine to conclude in 2003 that one-third of Americans were suffering from something it called “celebrity-worship syndrome” (it’s probably around 50 percent by now, judging by the massive amounts of publicity that blogs like Perez Hilton and TMZ have attracted with celebrity-peeking adventures).

Voyeurgasm is an appropriate trend to lead off a marketing story with because it’s already having a major impact on media consumption. Reality shows have become a standard staple among TV viewers. Our look-at-me culture has fueled a dizzying array of TV shows, ranging from the bizarre to the outrageous. My decadent favorite? VH1’s “Flavor of Love,” starring Public Enemy’s Flavor Flav. Anyone who caught last season’s “spitting” incident will agree that “voyeurgasmic” has become a bon mot.

Expect this trend to completely remake media, as the YouTubes, MySpaces and Flickrs of the future conspire with billions of camera phones, digital cameras, camcorders and surveillance cameras to create a world where just about everything is recorded digitally.

Another change precipitated by voyeurgasm is the growing importance of transparency in everything we do. From growing public disclosure to glass-walled bathrooms to see-through restaurant kitchens, the world is rapidly vaulting towards a future where being able to see one’s innermost processes will be de rigueur. Marketers need to take note of this, and should aspire to inject the as much transparency as possible in their campaigns and communication initiatives.

 Source: Trend Analyst Michael Tchong

Nokia study on entertainment

Posted in Uncategorized on December 6, 2007 by southborough

Nokia’s latest study, ‘A Glimpse of the Next Episode’, predicts that within five years a quarter of all entertainment will be created, edited and shared within peer groups rather than coming out of traditional media groups. Trend-setting consumers from 17 countries were asked about their digital behaviors and lifestyles. Nokia also used information gathered from its 900 million customers and views of leading industry figures to reach the conclusion that you will control 25% of the world’s entertainment by 2012.“From our research we predict that up to a quarter of the entertainment being consumed in five years will be what we call ‘Circular’. The trends we are seeing show us that people will have a genuine desire not only to create and share their own content, but also to remix it, mash it up and pass it on within their peer groups – a form of collaborative social
media,” said Mark Selby, Vice President, Multimedia, Nokia.

Nokia also looked at four emerging trends that will make entertainment more collaborative and creative as we move towards Circular Entertainment. These trends are listed as, Immersive Living; Geek Culture; G Tech and Localism.

Immersive Living is the rise of lifestyles which blur the reality of being on and offline. Entertainment will no longer be segmented; people can access and create it wherever they are.

My favorite is Geek Culture. (I always wanted to be a Geek but I didn’t fit in.) This triumph marks a shift as consumers become hungry for more sophisticated entertainment. As Geek Culture rises, consumers will want to be recognized and rewarded – the boundaries between being commercial and creative will blur.

G Tech is an existing social force in Asia that will change the way entertainment will look. Forget pink and sparkly, it is about the feminization of technology that is currently underway. Entertainment will be more collaborative, democratic, emotional and customized – all of which are ‘female’ traits.

The report uncovered a locally-minded sprit emerging in entertainment consumption and Localism will become a key theme of future entertainment. Consumers will take pride in seeking out the local and home-grown.

The good news about this report is that much of the entertainment will be created and distributed on mobile phones. These are the perfect devices for capturing images and sounds on-the-fly and then editing the content with music and graphics. One person in a peer group may take the pictures, a second edit the sequence of pictures and a third add music before the production is sent to the group as entertainment.

Networks set for $120m from Web ads

Posted in Uncategorized on December 3, 2007 by southborough

The four US television networks in a pay dispute with Hollywood television writers over online video advertising are in line to generate $120m of revenues in 2007 from free web streaming of their content, according to a leading media buyer.

The networks have been reluctant to acknowledge the size of their streaming businesses, partly because online video advertising has become a sticking point in pay negotiations with the writers, who have been on strike for almost a month.

EDITOR’S CHOICE

Stefan Stern: Hollywood needs a creative answer – Nov-12

Editorial comment: Writers’ block – Nov-11

Disney in warning on writers’ strike – Nov-09

TV writers down pens for cut of internet cash – Nov-07

Hollywood writers call strike against studios – Nov-02

However, advertisers are flocking to web streaming. “Based on what we’re paying for spots across the four networks, we estimate this market to be worth more than $120m,” said Tracey Scheppach, senior vice-president and video innovation director for Starcom, a leading media buying agency.

The total online video advertising market will be worth close to $1.3bn this year after doubling in size in 2006, according to Accustream, the digital media research company.

Revenues generated by the US networks – ABC, CBS, NBC and Fox – form a sizeable chunk of this total and are expected to grow sharply next year, partly because of the quality and popularity of the programming they offer.

Desperate Housewives, Prison Break and Heroes have all been big web hits. “In an expanding universe of content, advertisers cluster around premium inventory,” said Paul Palumbo, research director with Accustream. 

Media buyers expect streaming revenues to increase because online video commercials have better recall rates than traditional TV advertising.

“You get 85 per cent recall [with web streaming] versus single-digit recall for TV,” Ms Scheppach said. Syndication of online video commercials across social networking sites will also fuel future revenues, she added.

ABC, owned by Walt Disney, has streamed 160m episodes of hit programmes. Bob Iger, Disney’s chief executive, said recently that internet streaming had helped deliver “more targeted messages for our advertisers”.

The Writers’ Guild of America wants a new contract that reflects streaming revenues. But before the strike started the Alliance of Motion Picture and Television Producers, which represents the networks, had insisted online video streaming was promotional and should not be included in the new pay deal. But on the eve of the strike earlier this month it offered a deal that reflected a share of streaming revenues. The offer was rejected by the WGA be­cause payments would only kick in after the content had been streamed for six weeks.

Talks between the sides resumed this week. The strike has resulted in many top shows being pulled from the airwaves, including late-night talk shows and scripted comedy programmes.

The networks are believed to have three or four weeks of drama episodes left before they have to start running repeats or alternatives.