Today was a real treat. I wanted to attend the Banff World Television Festival for many reasons. But one, very big reason, was to find out how all the players (broadcasters, cable companies, distribution houses, independent producers, advertisers, industry associations, etc.) are dealing with the compounding issues of media fragmentation, new media technologies, and the ubiquitous recession. Today’s sessions tackled these issues head on. And once again, I was blessed with the opportunity to be exposed to more fascinating people, each providing some very useful and compelling ideas/tips.
Session #1: Telus Digital Futures Forum
The People
Michael Hennessey, SVP Regulatory and Government Affairs, Telus Communications Company
Ian Kelso, President and CEO, Interactive Ontario
Norm Bolen, President and CEO, Canadian Film and Television Association
Alan Sawyer, Principle Consultant, Two Solitudes Consulting
Michael McGuigan, CFO, Breakthrough Films and Television
Before I list the ideas and tips that were presented in this session, here are two quotes from two of the panelists that serve as great lead-ins to my summary:
1. “We’re in a heavy fermentation period” – (Norm Bolen, refering to the uncertainties caused by the blending of old and new media platforms, and the need to create a new Canadian process that will allow all the media players the ability to move forward in the development of a digital strategy)
2. “We’re fighting old media battles and bringing those old issues to the digital world. We’re seeing that the old rules aren’t working” – (Michael Hennessey, on the fact that new media content producers need to go through too many hoops to be compliant with the current restrictive regulatory framework, originally developed for traditional media streams)
The ideas/issues
1) Public and private industry need to work together in consort to create the new digital guidelines. The panel believes that the responsibilities of building the new directives should not fall entirely on the CRTC. They see this top-down regulation approach as less affective than adopting a more cooperative, inclusive approach.
2) As part of its many lobbying initiatives, proposing various philosophical changes, Telus themselves have summed up how industry needs to think “outside the box”, to fully exploit IP/new technology/new media/the Internet:
“For those participating in the digital media value chain, there is a need to move towards a more holistic, incentive-based environment to address the investment challenges that broadband and digital media present.
For those consuming, using and producing content, there is a need for a level of comfort that access to legal content and a free flow of information will anchor public policy.
For those involved in the creative process, whether relating to media or software, there is a need to be assured that intellectual property rights will be respected in a more open environment, permitting fair exploitation and commercialization of intellectual property.”
3) Canadians have a very risk adverse mentality. Panelists feel that motivators need to be put in place to encourage risk taking. Current policies are stifling innovation and incentives would help lift things.
(Case in Point: wasn’t Google created by two young guys in a garage? Their investors were clearly taking a risk. I’d have to agree entirely with the panelists on this one. Encouraging risk-taking is vital in stimulating activity).
Session #2: The How To Guide to Survive (Thrive) the Recession
The People
Kirstine Layfield, Executive Director, Network Programming, CBC
David Baldwin, EVP Program Planning, HBO
David Paperny, President, Paperny Films
Allan Novak, VP – Factual and Reality, Temple Street Productions
Jon Rutherford, Director -Sales and Acquisitions, Portfolio Entertainment
The ideas
1) The recession is here and a “nesting” trend is obvious. People are favouring home recreation, family gatherings, less expensive activities like watching TV and playing video games together. This is great news for the News and Entertainment industry. And as David Baldwin pointed out, its even better news to our industry given that this is occurring right after a boom and people are likely playing and viewing content on new big screen HD TVs and upgraded computer and mobile equipment (likely not fully paid for yet). So, TV and all its extension properties are not dead.
2) In recessionary times, producers need to keep their feelers out for where their products are most demanded- and may need to look at other countries. (Consider how CBCs “The Next Greatest Prime Minister” generated interest in Germany and led to “The Next Greatest Chancellor” in that market).
3) Producers need to be creative and expand their horizons to seek out new, sometimes non-traditional avenues to deliver their material. (Maybe your product is of value to a large association with plans to distribute material through their channels; perhaps there is demand in an online-only execution).
4) Now, more than ever, producers have more opportunities with the distribution houses. In recessionary times, distribution houses that typically only represented niche programming are starting to take on broader content. You see many taking on entirely new genres. Having help from a distribution house could create opportunities that individuals would not have had access to.
5) Another edge that producers have today is that like nearly everyone in the commercial sector, broadcasters, news and media outlets too are working with smaller budgets. It’s often cheaper for them acquire to and to fill their space with already-developed content, rather than working to produce themselves.
6) Don’t lower your quality standards. If you keep your production quality up, in dire times, you’ll more easily rise to the top and get noticed.
Session #3: Content Disruption and How to Profit from it
The People
One Presenter/ Gavin McGarry, Principal, Jumpwire Media
The Ideas:
1) Gavin outlined an obvious problem with the adoption of online video applications: Advertisers have a reluctance to buy online video. But without the ability to monetize product, we’re stuck. Here’s why they are reluctant:
- reporting discrepancies
- Non standard integrations
- Measurements not always effective
- A confusing array of tech and ad unit standards
(Let’s hope that this reluctance eases with time as advertisers and media buyers become better educated and are presented with more accurate and viable case studies of winning new media projects).
2) He presented great ideas on how content producers (those open to blending traditional media and non-traditional new media) can generate revenue:
- get help from middlemen like “Tubemogul” to help release your video content in several areas, thus pulling in profit
- consider brand extensions (can your brand move out to books, t-shirts, video games?)
- sell your idea into other markets (other countries)
- focus on th hyperniche (associations, conventions, etc.)
- work with small companies who haven’t yet seen the power of producing and hosting video content online.
Session #4: The Evolution of Television Distribution
The People:
Jeff Tahler, VP Acquisition and Development, Freemantle Media Enterprises
Craig Cegielski, EVP Programming and Sales, Lionsgate International Television
Peter Emerson, President, E1 Television International
Zac Reeder, Partner, Circus Road Films
Paul Hazen, VP Acquisitions and Operations, Marvista Entertainment
(This panel was comprised of individuals from various distribution houses. I felt a real competitiveness among them. I’m left wondering if this is a testament to the power that a producer really does have with a high quality, intriguing idea. Perhaps producers should harness this power and rather than be too eager to release their ideas to whoever will represent them, they should see which outlet would give THEM the most value, and better service offerings, in return. Just a thought…
The Ideas:
1) As mentioned already, the distribution houses are very busy, due in part to the fact that many broadcasters are opting to acquire rather than produce in-house in many cases.
2) Many distribution houses are offering services that help find project financing.
3) Some even help find ad support or corporate sponsorship to push a project further.
4) Their main tip to independent content producers was: keep your focus on the creative. Don’t worry too much about where it will have a fit, which demo it suits, etc. They recommend that producers stay on top of the creative and leave the business about where the project fits to them (the distribution houses). They say…”You create the content; we’ll find a spot for it.”
(While this may sound like nirvana to those individuals who don’t have any direct connections with the broadcasters, this contradicts somewhat with the comments I heard in other sessions about producers needing to take on the roles of brand managers.
In any event, the good news is that recessionary times still present opportunities for those who wish to grab the industry by the horns and ride the wild wave of innovation).
On another note, completely unrelated to today’s topics, I wanted to comment on how pleased I was to see so many female attendees at the festival. In fact, I’d even go so far as to say that there is nearly a 50/50 male/female split at the event. The panel representation appears to be heavily skewed to the male side, but the attendance has a nice split. Great to see!
And now, I digress. I’m off to see what the annual Bar-B-Q event has to offer…..
Wendy Ell
