LAS VEGAS – The NATPE panel “Think Tank: The Change Agents” discussed bringing “new media” and “old media” together to create new business opportunities for their content providers. New platforms, such as Internet TV, P2pTV, HDTV, IPTV, streaming video, cell phone TV, are driving the need to establish new business models.
Founder and CEO Network Live Kevin Wall, says, “Live 8 was the tipping point that television is not the only place to watch. The first ‘ah-hah’ moment. We are still building a plane in flight. We are still learning.”
Google director Jennifer Feikin, concurs saying, “There’s technology and there’s content. Where will they watch? Gives users so many more way to try it out. Disrupting the marketing niche.”
Ira Kurgan, the chief business officer of Yahoo! Media Group, says, “The new models are more friendly and open to the negotiation process. Certainly there are certain deals that we are trying to establish a template for based on the type of content we’re acquiring.”
Wall believes that as we dissolve to a world without borders, future advertising dollars will be spread among many platforms. He says, “This model is not all about the up-front fee. You can’t depend on any one vertical market. A single market isn’t big enough to support it alone.”
For Feikin, future revenues are likely to be a mix of subscriber pay models and advertising supported. “By having content owners setting their price, we’re getting those feed-back loops right now.”