This week I spoke at the annual BTSR conference about how to improve profitability in the TV production business. I teamed up with Rick Williams of AKQA to spell out to a select group of broadcasters how they could / should begin to explore more than the making of just TV shows to remain relevant and profitable in the future.
Rick excellently put forward examples of AKQA content that are never intended for TV but will probably attract much larger audiences being pushed through the iPhone Applications and websites. Examples included Nike and BMW who between them have filmed hundreds of hours of content for online and mobile consumption. The content is potentially limitless being rolled out as the receiver wishes to consume it or through a series of ARG experiences tied into live events and TV ads. The conclusion of the presentation and ensuing discussion was that TV content as a stand alone entity has pretty much had its day. That is not to say that TV will not continue to be watched by millions but that to be successful and profitable it must have strong tie ins to services and extensions that consumers can access and interact with online and on their mobile devices. Those companies that do not diversify their content offerings into these areas will cease to exist and their content become less and less accessible and valuable. What we didn't explore in this session is how we then go on to monetise this mobile and online content beyond the initial payment of the brand owner in commissioning large amounts of it. In the case of Nike they commisioned in the region of 50,000 pounds worth of content for an iPhone application, which would have cost several hunded thousand pounds for the same number of hours to be used in a similar fashion for a TV production.
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