The buzz is building on new delivery channels for video content. As stated in a recent NY Times article, Josh Bernoff at Forrester Research predicts TV shows available by video-on-demand will eventually be free, and that new interactive business models for advertising on demand will help pay the freight. For instance, he believes broadcasters will adopt "click though" pricing models similar to the fast-growing Internet advertising on portals like Google and Yahoo.
As VOD matures there seems to be a huge opportunity to not only offer programming "per piece" but also to develop consumer-driven bundled packages that offer various value adds. The model would be similar to consumer generated lists we see on sites like Amazon. It would be more valuable from a marketing standpoint to get beyond just a "Law & Order downloader" to a more complex consumer view. Think of additional content this viewer may want. Interviews and supplementary crime related content. The goal is to cultivate these groups so they work as opportunities for advertising that does not have to push too hard. Subtle and well placed sponsorships will work far better if the group that you are reaching is finely tuned.
Also as channels such as Video iPod and PSP work more fluidly there will be huge opportunities to reward specific groups with exclusive content. This is the preferred model. The carrot over the club. Keep them interested and consuming on all channels. Using mobile channels to their strengths with interviews and scene clips that promote sharing will go far in building buzz. Hopefully the interstitial will die out. Remember video games in the mix as well. Think of how important a game is to build the buzz of features such as King Kong and The Matrix Trilogy.
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