'Are You On The Right Platform?'
Brian Seth Hurst, CEO, The Opportunity Management Company

“ Opportunity is not a lengthy passenger” Brian Seth Hurst

Brian talked about the internet comprising of two types of content creators:

1.         Top-down i.e. from traditional old style media companies; and

2.         Bottom-up based on community, user-generated content like blogs, vlogs etc. 

Brian outlined three opportunities for the future – three types of businesses he’d be in in the future:

1.         Aggregators

People who put together content, and offer it to the audience

2.         Profilers

People who know what we want, and know what we’re doing

3.         Automators

Who can serve it up to us based on our preferences.

With the help of broadband audiences can now “snacking” (consuming short form content) on the internet where the new prime-time is Nine to five.  The difference between broadband and television is reducing by the day – as well as a new breed of consumers who are making their own content, sharing and mashing, pirating and smashing windows.  And for those of you interested the number one content stealer in the world is…the UK !

Most cable networks are setting up their own near-video-on-demand – they’re looking at all the opportunities the internet is offering - electronic sell through, download to burn (off movielink), pre-roll, product integration, branding programming, ad supported and subscription based media.  Traditional media companies (top-down) are making huge investments into broadband television channels.  For example, Steve Bochco has created a broadband comedy channel for AOL, and experienced television production people have been appointed to manage it.  MTV Overdrive site builds up community around a television show; kids are already going online to talk about their favourite show so why not take advantage of it.

CBS’s Innertube broadband venture offers programming with ad-supported streaming.  Innertube is also creating its own content. Broadband enables you to extend your brand to where the audience is living, so there’s no scheduling nightmare on broadband. For example, E-Online’s site the Vine makes use of footage that doesn’t make television.

New media is about dealing with choices – engage in new thinking, branded franchises, brand extension, product extension, product efficiency and product integration.  What is the box-office now? It is still about the audience, it is still about marketing and story telling eg U-Tube Free Hugs story.  But you’ve got to look for where your audience is, and see what platform they are on.  The internet is a proving ground for talent; as is always the case talent rises to the top.

Hurst said the bottom line of what a producer does is problem solving and the problem they need to solve is “how can I make money from these new trends?”.  There are some amazing opportunities for professionals moving from the world of television to the internet and the skill base is completely transferable.  The internet is an amazing opportunity – and as always talent will rise to the top: it’s just a different development pipeline.

Mass TV won’t go away, but things are definitely being shaken up and re-configured.  For example, in five years time through an invention called the Sling Box (http://us.slingmedia.com/page/products.html) you will be able to watch television from anywhere in the world.

Check out Brian’s virtual tour of the internet which takes us to sites that demonstrate some of opportunities being explored:

www.rehearsals.com
People can view behind-the-scenes footage – this site puts cameras on band rehearsals (operated remotely).  Involves creating deals with the artist re rights etc to air rehearsals. Now they’re also going to do table-reads for TV shows, rehearsals for films and sports practices (now more about the athlete etc) an example of a top-down way of serving the audience.

E! OnLine: www.eonline.com (The Vine)

CBS Innertube: www.cbs.com/innertube

MTV’s “Overdrive: www.mtv.com/overdrive

www.current.tv
Current TV was set up by former Vice-President Al Gore.  Although the skeptics never thought it would succeed Current TV is currently the hottest thing on the planet.  Features viewer created ads and teaches people how to produce their own content; which in turn is voted on and if successful enters “the pod”.  For documentary makers, this is what’s happening with young documentary makers. 

www.wherethehellismatt.com
Matt wove together a story from all his travels – various scenes of Matt dancing all around the world in very exotic locations.

http://www.youtube.com/watch?v=bNF_P281Uu4&eurl=
An amazing story.  One idea capturing the imagination of many.  Word of Matt’s project spread and viewers started sending him money to help him continue travelling – then Stride came on board and sponsored him for the rest of his travels.

www.heavy.com
Heavy changed what advertising was all about, they wanted the ads to be as compelling as the content; and they knew that they users were male aged 18 to 25 years (or older males who still thought they were in that age group). 

www.jibjab.com
One of the most successful animation companies in LA, which began with two brothers working in a garage.  Once again Brian pointed out the possibilities for growth through the internet, which can come from (seemingly) out of nowhere.  The internet allows for a completely different rule of entry and content creation.

http://ryanedit.blogspot.com/
The number one blogger in the world is Ryanne’s Vlog - teaching people how to blog.

www.wefeelfine.org
A search engine which captures, and catalogues, anyone using the words “I feel”.

www.thesecret.tv
The Secret is a product made in Australia about the laws of attraction.  Since it was created (you can buy a feature length version of this for $29.95) hundreds of thousands of people have downloaded, and paid $4.95 for the secret to the laws of attraction.

Some other sites that are worth visiting:

This Iranian American Life: http://thisiranianamericanlife.blogspot.com/

TiKi Bar TV: www.tikibartv.com

MySpace the Movie:
http://www.youtube.com/watch?v=HnPU7Ca-KJ4&feature=Views&page=2&t=t&f=b

Second Life: Starwood Hotel “Aloft”:
http://www.youtube.com/watch?v=-OVXF83Q7lA

Rocket Boom: www.rocketboom.com

This Iranian American Life: http://thisiranianamericanlife.blogspot.com/

Seven Maps Project - Daniel Liss: www.pouringdown.tv

Free Hugs: http://www.youtube.com/watch?v=vr3x_RRJdd4

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