- Why Google is Paying $750 Million for Ad Mob
- Modern Warfare 2's Record-Breaking Launch
- Food Network, HGTV Drive Scripps Networks' Upside Surprise
- Disney's 'Carol' Tests Widest 3-D Release Ever
- Eyeing the Growth at CBS
- Is Oprah Ready to Go on Her OWN?
- Time Warner Cable's Earnings Drop But Beat Expectations
- Scripps Networks Interactive Buys Stake in Travel Channel
- News Corp Emerging From Bottom of Cycle: Murdoch
- Time Warner Raises Forecast, Focuses on Exploiting Content
More Videos
- Why Google is Paying $750 Million for Ad Mob
- Modern Warfare 2's Record-Breaking Launch
- Food Network, HGTV Drive Scripps Networks' Upside Surprise
- Disney's 'Carol' Tests Widest 3-D Release Ever
- Eyeing the Growth at CBS
- Is Oprah Ready to Go on Her OWN?
- Time Warner Cable's Earnings Drop But Beat Expectations
- Scripps Networks Interactive Buys Stake in Travel Channel
- News Corp Emerging From Bottom of Cycle: Murdoch
- Time Warner Raises Forecast, Focuses on Exploiting Content
RSS FEED
MOST SHARED
- Future of Marketing
- Home Prices Start to Stabilize In the US as Sales Pick Up
- Dow Up Over 100 After G20 Stimulus Pledge
- Oil Tomorrow
- Israel: Leader of Business Innovation
- Priceline Crushes Profit Forecasts; Shares Jump
- Dow Industrials at New Highs—But Other Indices Lag
- Rock Band Weezer Uses Snuggie to Promote New Album
- 'Modern Warfare 2': Biggest Entertainment Event of 2009?
- Warren Buffett to Sell Stakes In Union Pacific & Norfolk Southern
- Nov. 9: Unusual Volume Leaders
- The Battered Businesses Behind Housing
- Modern Warfare 2's Record-Breaking Launch
- Merck’s Mega-Monday Morning
- Why are Traders Bullish on This Food Company?
- Profiting From Natural Gas: Strategists
- S&P Stocks Trading at New 52-Week Highs
- Shopping for Answers
- Can Apple Top Microsoft as Most Valuable Tech Firm?
- Buffett to Sell Stakes in Norfolk Southern, Union Pacific
- Do You Know Your Coca-Cola Myths?
- Electronic Arts Beats Street, Announces 1,500 Job Cuts
- Time Is Here to Look at Overseas Stocks: Bill Gross
- Home Prices Start to Stabilize In the US as Sales Pick Up
- Flaw in US Data Overstates Growth, Productivity
- Priceline Crushes Profit Forecasts; Shares Jump
- 'Modern Warfare 2' May Be Biggest Event This Year
Media Money
Text Size 
 |
CNBC.com |
Translation: they're trying to get their content in front of you in whatever way you want to consume it (pick the format, pick the timing, etc), and they want to make sure they make money. So far, there's absolutely no silver bullet, and all the giants--Disney[DIS
Loading...
()
] , Viacom [VIA
Loading...
()
] , News Corp[NWS
Loading...
()
]--are themselves trying a range of approaches.
I spoke with the head of Paramount Pictures Digital Entertainment division, Thomas Lesinski, and it sounds like his approach is to bring content tailored to specific consumers, right to their environment, with payment model that fits that group. It sounds obvious, but I'm not talking about putting a show on cable instead of network TV. I'm talking about taking Paramount Pictures content into social networks, virtual worlds. Lesinski said he wants to make sure that they provide legal ways to do things that customers are trying to do illegally, and then monetize it.
Take Paramount's strategy with Facebook. It's the first of the studios to make its movie clips widely available on Facebook. An application on the social network called "VooZoo" allows users to access clips from Paramount (everything from "Beverly Hills Cop" to "Indiana Jones") and to send them to their friends, for 25 cents a pop.
It also functions as a marketing platform for promoting dvds and upcoming theatrical releases. (They give away VooZoos for free at first, and I'm guessing when it's promotional, they'll give those away too... it's certainly in their interest). And soon this function will be available on mobile phones.
And then there's Paramount's strategy with long form content--movies. For the most part, made-for-the-web content has been short clips, but Paramount produced a full-length movie, "Jackass 2.5," to debut first on the web. Paramount's first ever direct-to-broadband movie rolled out world-wide earlier this month, and will also be available on DVD. And Paramount says this strategy of going to consumers where they are (teen boys who love Jackass are online) was a success and they say they'll make more.
Paramount is even taking its brands into a virtual world, called Habbo. (If you're of a certain age you've probably never heard of it, but it's a popular virtual hangout for teens). Instead of having teens avatars decorate their rooms with generic designs, now they can pin up posters from Paramount movies. Why not pin up that Indiana Jones picture in your virtual room? Paramount loves it, as it's free marketing for their products.
Questions? Comments?
Data is a real-time snapshot *Data is delayed at least 15 minutes