Long Tail Content
Posted on May 26, 2006
Filed Under Channels and Content, Companies |
Chris Anderson is doing a great job of raising awareness of co-created content in the Long Tail� - that’s the zillion small producers who will pack the IP TV and Internet TV space with great content for smaller audiences.
A couple of days back I made contact with Jenni Moyers of Comcast, the cable operator, trying to tease out where consumer-produced content� is headed. I got the nod on Comcast’s work with next generation media from Jim Sheehan over at SeaChange, so many thanks Jim.
Consumer produced content is now becoming an integral part of COMCAST’s offer to the 10 million American homes that subscribe to its digital services.
Senior Director of Corporate Communications Jenni Moyer says the comany’s Get Local services are turning out to be hugely popular. They range from locally produced video of a High School football game to local on-demand dating services. Comcast’s on-demand services are showcasing at www.selectondemand.com.
They include the apparently absurd Pets on Demand which is in fact a service for animal welfare organisations to publicise the animals they care for that could become pets for viewers, Karaoke on Demand (explanation enough I think), Guitar lessons, and even movie intermission ads.
“Since early 2004 we’ve had about 2 billion on-demand views,” says Jenni, adding: That’s from a base of 10 million homes who have digital access”.
Like Josh Goldman (see interview), Jenni sees evidence of a sizeable shift and it’s not so much in the way people behave but in their fundamental attitudes. The figures, she says are “a big endorsement of people consuming TV on their own terms.”
It’s also giving Comcast scope to experiment with advertising. Comcast Spotlight, the group’s ad sales division,� is experimenting with long form ads, as well as classifieds on demand. The momentum towards an I, Creative community is hotting up.
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