You may have noticed that we’ve been going through a transition recently. Late last year we made a strategic decision to become a multichannel network (MCN) for OTT distribution – the Endavo Digital Network. I thought it would be worthwhile to briefly explain what’s behind our new trajectory.
The dynamic, sometimes turbulent, OTT market has undoubtedly become a serious disruptive force in the media and entertainment industry. Whether you’re in the TV, movie or sports/news media market, the value chain has changed and continues to do so at warp speed, largely due to the Internet. We’ve been involved in this emerging Internet video market, in some capacity, going back to 2005, the year YouTube launched. In many ways, the OTT market has matured very fast and much of the supporting technologies have even begun to get commoditized. But the disruption in the video value chain has also opened new opportunities and challenges yet to be solved. Hence our need to adapt.
The democratization of production, distribution and consumption of digital media and entertainment has disrupted the traditional content value chains. Take a minute to check out these 2 infographics from Media Redef illustrating the old and new entertainment value chains (great article as well):
Why is this important? While disintermediation (my favorite word :-)) has theoretically made it easier for content to get produced, distributed and monetized, it’s also created plenty of new challenges and confusion for both content creators, as well as distributors. The old model may have been difficult (and super expensive) to execute but the path was simple to understand. Today, while many barriers to entry have been broken down, the market is actually more complex than ever – multiple distribution channels, platforms, networks, targeted audience segments, business models to consider, none of which are guaranteed paths to success.
The “YouTube” economy has become a significant force in the entertainment space, with Generation Y and Z driving a paradigm shift in when and where consumers watch video entertainment. Multichannel Networks emerged a few years ago, to help YouTube creators build brand, audience, revenue, even produce content. MCNs built significant market value in no time, resulting in a flurry of big M&A deals in 2014-15 (e.g., Fullscreen/AT&T, Maker/Disney). The other large social networks, including Facebook and Twitter, have also shifted their strategy toward video. Snapchat is the new kid on the block with an entirely different video model.
Over same time, the TV economy has finally been pulled into the web, due largely to the impact Netflix had on the TV market, followed by Hulu, HBO, Amazon, CBS, ESPN, then everyone else! Service providers have also jumped into the OTT pool to try to save their subscribers from cutting the cord.
So enough with the purposefully simplified OTT history lesson we all know. The punch line here is that we see a very large and growing market that exists between today’s “YouTube” economy and the traditional TV economy that has a good amount of new pain and opportunity. Content is being created everywhere, much of which is too premium for YouTube (Red might take issue with that) but also isn’t finding the answer in the traditional content value chain that is being disrupted right in front of them. GO to NATPE and you’ll see what I mean. At the same time, the traditional networks and distributors themselves are trying to figure out how to defend against and/or take advantage of the new value chain being created, with or without them. Go to NAB and you’ll see what I’ll mean (I’ll be there, by the way).
Therein lies what we believe to be a tremendous market opportunity beyond selling vid tech. We see a large and growing market of professional and pro-am content that lives in between the converging YouTube economy and traditional TV. We’ve been talking to many traditional production firms who are trying to figure out the new OTT economy. We also see many emerging content creators who are producing premium “digital first” content that needs distribution. We also see media companies – sports, news, even brands – who are openly challenged by the all new platforms, distribution channels, marketing strategies and business models.
So, the Endavo Digital Network was born, leveraging our market leading OTT video services platform, to help content creators “find their channel” and to help new OTT networks find, aggregate and distribute premium content emerging from this new “digital first” economy. We’re taking a page out of the YouTube MCN book to partner with content creators on multi-platform distribution, go-to-market, branding and monetization. We call it “MCN 4 OTT”.
Say Hello to Endavo Digital Network! #FINDYOURCHANNEL
We are excited to be speaking at the Digital Asset Symposium (DAS) being held May 4th in New York City. It’s a great line up of speakers and case studies. DAS is all about focusing on real projects in the real world of managing, using and leveraging digital assets. Register at http://das2016.org
Our CEO, Paul D Hamm, will be presenting “Emerging Business Models – We’re Down with OTT“. During this session, you will hear case studies and gain some insight on new opportunities to leverage new models and technologies to reach and grow audiences “over the top”, as well as create new business models.
AMIA’s Digital Asset Symposium (DAS) brings together speakers and case studies from a broad range of disciplines at the cross-section of theory and the practice. Constantly evolving technology creates new opportunities as well as new challenges in the use and management of content. While these are ever-changing, they are not unique to a given organization or field. Gathering and sharing with peers from a wide range of organizations offers the possibility to generate and gain new insights. DAS is the place where these catalytic connections and conversations happen. Take action and register today! Visit www.DAS2016.com to register and for the latest information on the New York event.
Online video has evolved significantly in the past couple years and now has become a disruptive force in the TV industry. A new industry of multichannel networks, or MCNs, have emerged to provide important enabling technologies and services to original digital video creators who are producing content for YouTube and other digital video networks. Footprint.TV is a newly formed, Georgia-based multichannel network, formed by a handful of highly-experienced digital media and production executives from Georgia and New York, who joined forces to capitalize on major shifts occurring in digital entertainment. Footprint.TV is a MCN seeking to help digital content creators find new distribution channels, build digital audience and revenue streams, and even help them with content production. One of the first big challenges that Footprint.TV recognized was the necessity to have a technology platform that could enable them to aggregate, manage and distribute content creators, who would be syndicating their digital channels over the Internet from disparate networks, locations and technologies. The platform would also need to be able to easily and cost-effectively scale as distribution and the business grows. The Choices
Footprint.TV either needed to begin developing its own technology platform or it would need to find a partner who could provide all the necessary components of this new digital video network. Building their own required a significant capital investment and would likely take months or years to build. Therefore, Footprint.TV’s founders began their search for a technology platform partner. Fortunately, they did not have to look very far. The Solution
Another Georgia-based company, Endavo Media, was able to solve Footprint.TV’s technology challenges with its OTT Video Services and MCN Platform. Endavo has been in the Internet video industry and has been streaming video for global clients since 2007. The company has continued to develop its platform and solutions to meet the challenges of a rapidly growing and changing TV and digital media industry. Endavo execs recognized that the recent emergence of multichannel networks on YouTube would likely become yet another disruptive force to the TV industry as they are helping to create, curate and package premium content and entertainment completely outside of the traditional TV ecosystem. MCNs are capturing an increasing amount of the attention of so-called “cord cutters” and “cord nevers”, who largely avoid the traditional television. Endavo’s MCN Platform was the perfect fit for Footprint.TV, since it is entirely cloud-based, scalable and designed specifically to facilitate the evolution of digital entertainment with very quick implementation, open architecture, no capital expenditure and relatively low operating costs. The Results
As a result of the Endavo platform, Footprint.TV has been able to quickly show a working proof of concept for its new multichannel video network to content creators (www.footprint.tv) without having to spend months or years and hundreds of thousands of dollars to build their own technology platform. The Endavo platform is enabling Footprint.TV to develop its business plan very quickly by providing the instant ability to easily acquire digital channels from various content creators seeking new distribution channels. In only a couple months, Footprint.TV has aggregated over 30 digital video-on-demand channels from various content creators, in addition producing their own content. Getting launched quickly also enabled Footprint.TV to forge yet another Georgia partnership with NDN (News Distribution Network) for news content and advertising revenue. Footprint.TV is now approaching local TV broadcasters and pay TV service providers across the U.S. with a new source of “millennial” content and potential revenue streams, as the traditional TV providers are also seeking to adapt to the significant shifts that are taking place in video entertainment consumption.
Paul D Hamm, CEO, Endavo Media
The OTT video market is moving fast and, at Endavo, we’re working hard to stay ahead. Today, we are focusing our platform and solutions on 3 main “digital media” pillars: OTT, MCN and UGC. We also launched our freshly updated website today to reflect our evolution as a leading OTT solutions provider.
OTT Video Services – The TV and digital entertainment ecosystem is moving “over the top” at warp speed now. Endavo’s core platform has been supporting premium OTT services for over 7 years and we’ll continue bringing the fastest, most flexible, cost effective, and overall best solutions in the business. It just keeps getting better!
Multichannel Networks – The universe of digital content is quickly evolving beyond traditional TV. Especially for younger generations, many of today’s entertainment (“TV”) stars come from YouTube and the Internet, not from TV. We’re uniquely positioned with a MCN platform that enables the aggregation and management of next-generation digital entertainment that will redefine what “TV” means for broadcasters, service providers and next-generation OTT networks seeking to reinvent TV, differentiate and evolve with the paradigm shift that is happening.
User-Generated Content– in the new era of Meerkat and Periscope, personal broadcasting and high-quality user content has caught fire in 2015. The quality of smartphone video has skyrocketed. GoPro is selling like hotcakes. Endavo’s new EnGage Mobile App and UGC system enables the acquisition of mobile reporter or fan produced content, through an amazing branded app experience and integrated with the Endavo platform, for instant OTT distribution or for inclusion into production/video workflow.
We are very excited about the future of digital (OTT) entertainment and Endavo’s position to drive TV REINVENTED! Come chat with us about it.