NATPE: Panel Discussion
By Anne Becker -- Broadcasting & Cable, 1/16/2007 10:59:00 AM
How do you monetize content and compensate its creators? It's a question once simple and now increasingly complicated for executives across the TV industry.
That was the theme of a panel discussion kicking off the 2007 NATPE show. The panel, inspired by Wired editor Chris Anderson's book "The Long Tail," featured Anderson along with USA/Sci Fi President Bonnie Hammer, Jordan Levin, head of new media production/management company Generate, former AOL Chair/CEO Jonathan F. Miller and ICM Vice Chairman Robert Broder.
"The future of our business is totally changing and if any of us believe that's not the case we're going to be off the tail pretty soon," Hammer said. "It's being open to new ideas and ways of thinking and compromises to get there because it has to change."
Over an hour, the panelists discussed how best to launch, market and sell content on the Internet and elsewhere. "It's trying to figure out systems where we're not fighting over the old model but saying what makes sense," Levin said. "If you were an alien who just landed on the planet, saying what model makes sense?
Much focused on how the talent should get paid. "In representing our clients, we do everything possible to get the best possible platform and the most financial reward," said Broder, a lone voice speaking up for writers, directors and producers concerned they could be cut out of the pay chain.
"Ad supported – fully-supported programming – is not out there [online] yet in any meaningful way."
Anderson pointed out that in a long-tail world, content creators aren't all looking to get paid. "People who are uploading video to YouTube, the vast majority of them have no expectation of compensation," he said.
Panelists cited direct-to-consumer sales of content and product integration as smart ways to make money on content that continues to proliferate on platforms other than broadcast television.
But it was clear that even the brightest minds were still figuring out just what the smartest way to embrace – and capitalize – on new platforms was.
Asked whether her company wanted its content removed from YouTube, for example, Hammer hesitated.
"I don't know what is the politically correct thing to say for my company or not," Hammer said. "There is activity to get it down but do we sometimes want to live on there because it's great promotion? Absolutely."
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