If you stream it, will they watch?

a web TV
platform development in practice
Prisacom 2009
objectives
Integrated multimedia production platform that helps us
manage complete video life cicle

An environment that gives us analytics to understand the

patterns on video production and video consumption

We should not only focus on technology or content value since

content relevance, user experience and participation are key to
success.
WEB TV: Grupo Prisa system requirements

advertis
ing
UG C adserv
er
integr ELPAIS.COM
ation
Rigths Li
User management v e
Editorial system TV
screens
integration
CRM Interactive
WEB TV
integration Application
VOD
PPV-
Suscription CUATRO.COM
-Cach up TV
I NT
ER b
AC D v ideoclu
TIO VO
N online
PLUS

LEADS US TO OPTIMIZE PRODUCTION AND BUSSINES PROCESS

Video production in four formats

Short video
Complete programmes
Live events
PPV
Video production in four formats

Short video
Complete programmes
Live events
PPV
Video success can kill you
2008 Madrid air crash
During 2008 and 2009 two elpais.com
exclusive video news, get the maximun
exposure in spanish market, increasing
30% audience in one week.

2009 Berlusconi affaire

Platform Main advantajes
SAVING INCREASED CAPACITY

20% VIDEO ENCODING 45.000 video files/month- 5000 new video

50% NET STORAGE 200.000 video archive

15% STREAMING 150 TB /month

200 live events/year LIVE EVENTS

50%
20 MM videos /month AUDIENCIE
25%
20. 000 CPM /month ADVERTISING
150%
web TV platform functionalities

Advanced
Advanced player
player

Video
Video Live
Live TV
TV PPV
PPV

User
User experience
experience

Geo
Geo
LIVE
LIVE TV
TV Catch
Catch up
up VOD
VOD EPG
EPG trancoding
trancoding Tv
Tv social
social
control
control
Rigths
Rigths adverting
adverting CMS
CMS
PPV
PPV analitys
analitys Reports
Reports T-comm
T-comm
management
management Integratin
Integratin

The
The service
service and
and application
application layer
layer is
is independent
independent of
of content
content and
and design
design on
on multi-format
multi-format environments
environments
Video platform: partner selection

Proposed solution: in house development + partner EBD

after a process of selection of 8 video solution providers.

EBD is an experienced partner in video content management

development in Spanish web TV market .

Provides a platform with proven advanced solutions (reports /advertising)

Allows for growth and innovation capacity

Independent of any CDN,s

Transcoding and multiple qualities (different

channels, same video)
Bussines model
based on
advertising and
PPV.
Bussiness model

Advertisement Pay per view

Formats Live events &videoclub
Preroll
Overlay Types:
Product placement PPV
T-Commerce SMS
Interactive Hot Spots Suscription
Newletters

*Integrated with payment systems and CRM

The key is segmentation capabilities and user konwledge

Unified report dashboard

Akamai-Omniture-
Realmedia-editorial
symtem-FlipFactory

Benefits: Unified dashboard with integrated reporting

Video audience
Production Control
Cost control CDN storage
Advertising inventory management
PPV purchase reports
 Video encoding and
Streaming or progressive download managemenet
Allows control over files processed and remaining time task control
Error control and coding priority queues
Allows us to manage CDN net storage and editorial system archive

More control over encoding

process
Bandwidth Streaming
high
management
medium
Storage management and
low
CDN
Include workflow of video
syndication on youtube
multibitrate multiformat
syndicated channels

RSS feeds
Automatic podcast creation
automated feed YouTube channel
Widgets and multi-format
syndication
A truly multiplattform environmet
Integrated mobile publishing (3g & iphone)
Live TV: live events and Tv social
User coments on live events
User coment moderatin
system up 20.000 daily
coments
web Tv interface and
CMS Scrennshots
Live streaming: multicamera
VOD: PPV or suscription mode
VOD: PPV or suscription mode
VOD: PPV or suscription mode
VOD: video acces on PPV or suscription mode
Product roadmap
&
Innovation
What we learned: Video online succes formula (just kidding)

50C + 15M + 20T + 15P

50% of C = Content and production, relevance matters on top of quality

15% of M= Metadata: Video optimization (SEO)
20% of T = Thumbnail, individual image describing video essence, first
audience hook.
15% of P= Promotion, video seed in social networks, video portals,
videobblogging, its takes 80% of redirect traffic.

Based on Tubemoguls video succes formula

Understand the new user of TV 2.0:
RSS channels syndication, email viral video
recomendation on social networks

User as distributor

User as TV programmer

user as producer
Personal
Playlist UGC VIDEO
Most views User Comments
Recommended Valoraciones
On demand
Friends network
as recomneded system
Playlist based on time
avalaible or mood

User as consumer
advertising- PPV- T commerce
Manage online video as social conversation:
Redefine
video
video positionig
positionig

Amplify
Any
Any interest
interest

produce Seed Monitor Respond analize

Video
Video of
of ItIt online
online interest to
to itit results
relevance
relevance

Aware of user feedback

Video
Video Quality
Quality is
is nothing
nothing to
to do
do with
with relevance
relevance

Based on Community analytics by Alistair and Sean Power

webTV_2.0: multimedia enhanced experience
webTV_2.0: multimedia enhanced experience

Speech recognition
Real Time data (sports
Automathic Keywords
scores) syncronization with
retrieval
Video search
video TC

Multicamera
Live events &PVR
function
TV social&Real time
Conversation moderation
Video time lines New advertising formats
Interfaces & user
interaction Interactive hot spots
UGC video
 Thank you
Email: jlasa@prisacom.com
Twitter:www.twitter.com/jlasa