CRM Sales Book - 22

Streaming media adoption generally correlates with broadband penetration. According to Fred Boxa of the Interactive Broadband Consulting Group (IBB), streaming media adoption is “highest in North America, then in Europe, then in the Pacific Rim.” While we’re seeing some growth in emerging markets, very few media companies have established digital businesses overseas because overall penetration doesn’t justify the investment. Nick Rockwell, SVP and chief technology officer of digital media at MTV, tells us that “international is still small for MTV Networks’ digital businesses, with the exception of Korea and Germany.” Content delivery networks (CDNs) like Limelight Networks are carefully entering emerging markets based on broadband penetration growth. Limelight’s chief strategy officer and co-founder Mike Gordon says that “the uptake of broadband access is plannable and fundable, and is therefore the main driver of international growth for Limelight.” Opportunities While media companies and technology companies are focused on North America and Western Europe, they have a close eye on emerging markets and are strategically planning the next few years of expansion. ESPN’s Rees categorizes the global streaming opportunity into three buckets: 1. Free-to-air, rights-cleared, short-form content 2. The extension of cable content and relationships to the digital space 3. Specialty content for niche audiences that are price-insensitive or are displaced The first bucket—free-to-air—represents a convenient solution to global distribution. If you have rights-clearned content that is to be distributed across geographic boundaries, you can leverage the internet to reach audiences worldwide. As Robert Petty, ROO Group’s CEO, says, the internet has become a global broadcasting platform that is only getting bigger. The second and third buckets—cable content and specialty content— require much more local effort and attention and usually don’t scale as well as traditional media. The internet, however, offers a new type of opportunity that can scale and is not limited to geographic boundaries. Valerio Zingarelli, CEO of internet TV network Babelgum, refers to the internet as “a global platform for communication” and describes his company as “a global personal media company” that is programming content based not on geographic boundaries but rather on language and cultural “passion verticals.” Valerio says that English-speaking populations currently have the highest penetration on the internet, with Chinese- and Spanish-speaking populations close behind. Limelight’s Gordon attributes the growing penetration rates to three factors: 1. Rapid technology change in terms of access and devices for both fixed and mobile platforms in emerging markets 2. A generational change that is swooping across younger generations around the world 3. The global point of view taken by these younger generations JumpTV’s Borakas believes that India provides a giant growth opportunity not only within mainland India, but also in the growing Indian diaspora around the globe. Expatriates in general make a great case for global content distribution, and JumpTV—with more than 250 channels from more than 70 countries—is a prime example of a company that is serving the needs of displaced viewers around the world. 70 STREAMING MEDIA October/November 2007

CRM Sales Book

Table of Contents for the Digital Edition of CRM Sales Book

Flash Animation
Hosted Audio
Basic Survey
Custom Survey
Video Advertising
Interactive Video
Gravicon Sponsor Acknowledgement
Audio Video Example
Flash Example
Flash Spread
Simple Flash Upgrade
CRM Sales Book - 1
CRM Sales Book - Flash Animation
CRM Sales Book - 3
CRM Sales Book - Hosted Audio
CRM Sales Book - 5
CRM Sales Book - Basic Survey
CRM Sales Book - 7
CRM Sales Book - Custom Survey
CRM Sales Book - 9
CRM Sales Book - Video Advertising
CRM Sales Book - 11
CRM Sales Book - Interactive Video
CRM Sales Book - 13
CRM Sales Book - Gravicon Sponsor Acknowledgement
CRM Sales Book - 15
CRM Sales Book - Audio Video Example
CRM Sales Book - 17
CRM Sales Book - Flash Example
CRM Sales Book - 19
CRM Sales Book - Flash Spread
CRM Sales Book - 21
CRM Sales Book - Simple Flash Upgrade
CRM Sales Book - 23
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