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MoMedia your Media: The Changing Landscape of Film/TV Rights- why VoD ...

MoMedia your Media: The Changing Landscape of Film/TV Rights- why VoD ...: It seems only a couple of years ago the industry struggled to come up with some acceptable definitions for digital video distribution rights...

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The Changing Landscape of Film/TV Rights- why VoD rights could be a steal

It seems only a couple of years ago the industry struggled to come up with some acceptable definitions for digital video distribution rights. At MoMedia we would chop them into fine slivers if we were selling them and get the whole shopping basket thrown in, if we were buying them. So we would sell them based on the business model, transmission means & device. Business models- TVoD = Transactional VoD (renting), SVoD= subscription, AVoD/FVoD = ad funded, DTO= Download to Own. Generally all of these where covered by the umbrella of EST = Electronic Sell Through. Next up was the means of transmission - mobile/wireless, broadband/fixed line, cable, satellite, Over the Air (OTA) and finally the device = mobile, PC/Mac, TV Now with both the proliferation of devices plus the fact that many can access the content via 2 or more transmission methods and often using a variety of business models things have suddenly changed. If I license linear TV rights to you, what happens when someone views it through a catch up TV service (YouView), on their ipad, over wifi as part of a SVoD catch up service? So what do you buy? All rights, across all devices and transmission methods, globally? if you can afford it..otherwise you need to focus very clearly on linear v's VoD. If you need linear then assume you will need to add VoD. If you are interested in VoD only however I think this could over time be the better value deal, as if you are covered off for all IP connected devices you will be able to deliver into the living room without paying for the Linear rights...a potentially disruptive back door to those bigger ad budgets targeting the sofa. Why could this be of better value? A good friend of mine (who runs a major FMCG) keeps telling me about these amazing ads his brands have done on TV...I keep replying I have never seen them ever since we pause live TV. Live Pause even more than pre-recording is changing the TV landscape. As more and more advertisers realize that no one is watching they are going to drive their ad spend onto VoD and create new ad formats for TV. Many of these will be designed to engage with audiences using tech & services only available via IP. So if you own those IP to any device VoD rights...all of a sudden these could look like a steal.

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Huge demand for on-demand TV in the UK Editor 
©RapidTVNews | 01-05-2012

 More research from YouGov has shown clearly the demand for alternative TV services, claiming that a quarter of Britons spend more time watching TV through on-demand services than they do watching traditional broadcast TV.
 YouGov revealed that the BBC iPlayer and YouTube are now staples of the TV landscape and that usage of on-demand is even more pronounced amongst people aged 18–24 years among whom 41% say the majority of the TV they watch is now on-demand. Building on its associated research into smart TV which found that only a third of connected TVs in the UK are bought for connectivity, YouGov also found that among such people, over a third of all viewers (35%) say that the majority of their TV viewing is on-demand, rising to over half (53%) of 18-24 year olds with a connected TV and half (51%) of owners with pre-school children.
 The survey also found that while nearly two-fifths (39%) of all viewers say they are watching more on-demand TV than they were a year ago, this increases dramatically to over one half (53%) of Smart TV owners.
 YouGov believes that there are clear positive business implications for such trends as the demand for on-demand is also extending to TV advertising - only 14% of people say they pay attention to ads on TV but this doubles to 29% amongst 18-24 year old connected TV owners.
 “These figures show that we are perhaps entering into a paradigm shift in the way that we consume Television – TV 2.0,” suggested Dan Brilot, YouGov’s Media Consulting Director. “Whilst we know (from industry sources such as BARB) that linear TV is still growing, alongside this we are observing a huge growth in on-demand consumption. TV 2.0 is all about consumers, rather than schedulers, deciding what to watch and when. Whilst linear TV is still at the core of most things that most people watch, the next generation who are growing up with the internet’s new mode of serving and searching content will increasingly focus their viewing attention to on-demand services.”