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THE MONEY SHOTNY Times Looks for Licensing Revenues in Web VideoTuesday, March 16, 2010 Print brands are TV brands now. The Web has made multimedia production imperative, and with over 40  billion streams served in a given month in the U.S. alone, Web users have declared loudly that they want their Web video. But how do publishers make the most financially of the hours and hours of clips, stories and curious captures they pile up in their inventory? Just as text and images are being licensed more efficiently online, video syndication and licensing could become the next incremental revenue stream for many publishers. In a deal with Thought Equity Motion last month, The New York Times is making available raw footage and stories from its video library for licensing to other video producers, filmmakers, commercial content makers and educators. The Times has been producing daily online video and TV shows for a while, says Christine Topalian, director, online strategy and U.S. sales, New York Times. “We have an archive with about three years of video and also New York Times TV and events, so we thought we had enough of an actual collection to move forward,” she says. The Times itself will be deciding which video to make available for re-use, including finished reporting pieces and raw footage. “From our perspective it is capturing all of the video we have and then making an editorial decision in the newsroom about what is for sale and what is not," says Michael Greenspoon, general manager, The New York Times News Service and Syndicate. "Provided it gets newsroom approval, then all of it gets transmitted to Thought Equity where they catalog and sell it. Thought Equity then wraps the video in metatags and makes it available for licensing." “They can download samples with watermarks and then license it,” says Dan Weiner, vp of marketing and products, Thought Equity. “It can be downloaded for a midnight project. There are a number of standard uses for licensed footage, from ad agencies and marketing materials to major film productions. “Most of the Oscar nominated films this year used licensed footage,” says Weiner. For The New York Times, licensing video represents incremental revenue, but it is a smarter use of the assets the company is creating every day. For syndication to larger media entities worldwide, the Times has a dedicates sales team. Greenspoon says that Times reporters are deployed worldwide and they are returning rare and unique footage that no one else is getting. “Through this partnership we are able to monetize that.” The amount of revenue possible from video licensing varies according to usage rights and medium. According to Thought Equity a given clip might cost up to $3,200 for re-use in an ad project to be broadcast on TV while a corporate or non-profit organization could license the same item for one-time use at $149. While the income is incremental, Topalian says that partnering with a third party licensing platform like this allows the company to take greater control of its assets and get the most from them. The company had been getting more requests for their footage. “The fact is we were selling this reactively. Requests were coming in from a wide range of people. This is an opportunity to be more proactive about the way we are selling.” Thought Equity Motion also licenses footage for National Geographic, Marvel Entertainment and Smithsonian Channel. More Money Shot Stories
Hoover’s Mobile App Dials Up a New B2B Model Thursday, March 11, 2010 When is another branded media iPhone app a bit more than just another branded media iPhone app? I mean, don’t we get enough of those? Well, for openers, the new Hoover’s Near Here... more Forrester: Users Will Pay…to ‘Access’ Content Tuesday, March 2, 2010 How can content companies be suffering even as people spend more each year on media and clock ever more hours with these brands? It isn’t that people get a free ride in the new media world, says Forrester analyst and VP James McQuivey. In point of fact, people spend more money to experience... more SI’s Freemium iPhone Model Converts New Believers Tuesday, February 23, 2010 Magazines have been spewing mobile apps out into the iPhone mobisphere for months now as publishers fall all over themselves to embrace the new new thing in digital platforms. And yet we rarely get to see the consequences of those efforts. Many more Users Will Pay…When the Online Content Gets Better Thursday, February 18, 2010 Despite the growling of media moguls that online consumers are “spoiled” somehow by free content, the fact of the matter is that most of us spend more on media now than we ever have before. In fact, most industry trends suggest that the share of overall media revenues coming from... more FT Press Delivers Munchable, Mobile, Monetized Content Thursday, February 11, 2010 Twitter, blogs, mobile media and RSS feeds have all parsed and pruned content down to ever-smaller bits and pieces, so Pearson’s business book unit FT Press decided to make a business model out of the phenomenon. Its new FT Press Delivers imprint dices up the publisher’s best book... more |
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