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This is the lecture I presented at the 2014 Broadcast Asia in Singapore.
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1. Leveraging online content aggregation and curation to gain and retain 100 million eyeballs.
The secrets of curation, aggregation and community building- How did News5 gain 100 million online video eyeballs in less than a year?
How do you maintain over 30 million unique video hits a month?
Online video and audio social distribution: How to use social network platforms to increase video traffic?
Martin Andanar, Head of News5 Everywhere and Developer, Tv5 PhilippinesEmail: [email protected] & [email protected]
Context
1.In 2009, then ABC5 was bought by PLDT, the largest telecommunications company in the Philippines.
2.Under PLDT, from a far # Three Tv Network by Audience Share, Tv5 grew from 3 % to 18 % in less than 2
years.
3.By 2012, Local News Competitors were surprisingly still not present in the VOD/AOD and FREE Social
TV Everywhere Landscape.
Challenges:
1. Increase and Win eyeballs online.
2. Implement telco and broadcast Convergence in the News Department.
3. Make News Vod/Aod and “Online News Binging” work.
Hence....
What is News5 Everywhere?
News5 Everywhere is the first FREENews Audio & Video On Demand and LTE
Streamcasting platform in the Philippines.
Timeline & Milestones
May 2013-Launched
May 3, 2014- Unique Views 102 Million, 211 Million Page
Views82,000 % Growth-May 2013 to May 2014
News5 Everywhere in one year (May 2013 to May 2014)
(May’13-Feb’14).
Timeline & Milestones
28 million unique video hits- May 1 to May 31, 2014
HALF BILLION unique video hits for May 2014-15!
40 million unique video hits- June 1 to June 30, 2014
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
1. Knowing our Agora
Filipino Users of Facebook=38MillionTwitter=16Million
Since we’re News, Virtually Every
Filipino on FB, Twitter etc
2. Identified the
STRENGTH of our content and
Determined what to
push online:
Personality
Category/Genre
Program
Keys:
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
3. Youtube
Mindset: You don’t have to be
branded, famous or popular in order to
trend.
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
4. Longtail Mindset: Stop the illusion
that all our content are first round draft
picks and
bestsellers!
So, VOD/AOD all of it!
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
How long is your TAIL?
5. Curation for News Binging
Keys:
2.Concise Content
3.Quality Curation-Curate like a
Museum Curator!
1. Newsroom
“Culture” of Urgency & Speed
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
6. Aggregation for News Binging
Keys:
Robust Platform
Adaptive Streaming
Mobile/Multiscreen
Category/Genre
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
Distribution is Queen
7. Create and Build a
CommunityKeys: Engaging, Active, Specialize, Relevant
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
8. Online Social Distribution 24/7
Keys: Scheduling, Infographics, Captioning, Photo Memes, Photos and
the old film content formula
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
How to leverage Tilapia to
increase online eyeballs?
Action/Crime
Drama/Love
Suspense/Horror
Comedy
“What sells? News is News. There are a lot of sources. To attract more viewers or hits,you have to deliberately look at it from the perspective of the old film content
formula.”
Sex
Looking through the magnifying glass of a film producer!
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
Affective Disposition Theory by Zillmman and Cantor, 1972 States that media users make moral judgements about characters in a narrative which in turn affects their
enjoyment of a narrative.
Who’s the GOOD guy? Who’s the BAD guy?.
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
9. Local TV and Radio News in the
Philippines is always
How did we increase our unique eyeballs to 102 million or 82,000 % in one year?
“Break the News Online Binging Habit down to Science and
Repeat online viewing success again and again.”
“Content that does not rate on TV may trend ONLINE.”
“102 Million Unique Views or 82,000 % Growth in one year...
HALF Billion next year”-News5Everywhere
Monetization?
How much should we conservatively make in an ideal set-up?
Example: Leader board Impressions (Nov ’13 to April ’14)
I.8 billion Impressions= USD$555K
Example: Preroll Video Ads for 100 million views
100 million views= USD$?HALF BILLION views= USD$?
Monetization?
Monetization?
USD$583,000
Monetization?
“NOT BAD AT ALL FOR A CURATOR. If it were just a MUSEUM!”
Recap
1. Know your Agora2. Identify Content Strength &
Determine what to Push3. Youtube Mindset
4. Long-tail Mindset5. Curation
6. Aggregation7. Community Building
8. Social Distribution9. FREE
“As Content Aggregators, we don’t have the luxury to produce
content specifically for the platform we serve. However, as
Content Curators we can choose existing TV and Radio Content, edit for our platform, aggregate
and make it viral.”
Thank You!
