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Viewing report
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WeVision - The Four Steps to Online Media Success
Futurescape, May 2009, Pages: 37
“Great, very insightful and very useful.”
Jim Louderback, CEO, Revision3 Web TV studio
The production company behind leading Web show Diggnation
Discover how top Web TV shows and transmedia productions create compelling audience engagement that increases advertising effectiveness by implementing social media principles.
The four-step WeVision model is based on detailed analysis and case studies of successful, innovative Web TV productions and it:
- Explains how successful shows mitigate risk by:
- Targeting niche online communities with engagement that works
- Covering costs before production begins by matching the show and its community with sponsors
- Provides a combined creative and business development strategy: ensure both sides of a show’s development process are always in sync
- Reveals the future of interactive Web series with examples of the real-time format now being pioneered
Key questions answered
- What are the four essential steps in building an effective interactive Web TV production?
- What are the benefits of community interactivity for producers, commissioners and advertisers?
- How do leading Web series significantly differ from broadcast TV shows in their content, viewer experience, technology and funding?
- What are their business models funding, distribution and revenue?
- How can building interactivity into a Web show make content piracy irrelevant?
- What are the key interactive techniques for engaging online audiences?
- What is the role of charismatic talent in motivating Internet communities?
37 pages / 14,000 words, 12 colour Web site screenshots, 6 in-depth case studies.
Published May 2009.
For studios, broadcasters, social networks and advertisers
- Build a digital strategy for effective interactive projects
- Understand content, interactivity and engagement architecture for Web TV
- Access examples of successful Web show sponsorship
Apply the WeVision model as a reality check when commissioning or sponsoring new shows. Does the production company pitching to you genuinely understand its prospective online audience and how to interact with them to maximise the show’s chances of success? Rapidly identify and correct a concept’s shortcomings and old-fashioned TV-centric thinking before you commit funding and resources.
For producers
While you are conceptualising an online series, the model offers insights into how you can most effectively identify the prospective online audience, together with strategies for engaging them. This then enables you to build a solid business case to justify your show’s value to potential sponsors and commissioners. During production, use it to make sure the whole production team keeps sharply focused on both the creative and commercial opportunities in interacting with Web viewers.
In the report
- 4-step paradigm for Web TV show creative and business success
- Predicting the future of online TV: the highly interactive real-time format
- 6 highly detailed, multi-page case studies of successful and innovative American and British Web show productions, made by major production companies and start-ups
- Shows include multiple genres: comedy, drama, talk, reality, real-time format
- All with their business model fully described and with live links to take you to the shows’ Web sites
- 12 colour Web site screenshots
- Brand sponsors referenced in the report include Adagio Teas, Blackberry, Clinique, Herbal Essences, Microsoft’s Xbox Live, Orange and more
- Diagram: effectiveness of product integration in teen drama Sofia’s Diary
- Methodology: The paradigm is derived from research into over 50 original Internet TV productions for our reports The Birth of Online TV and UK Web Shows Now.
Who should read this?
- Business development executives, digital executives and commissioners in studios, broadcasters, and Web video and social networking sites
- Branded entertainment specialists in advertising and media buying agencies
- Innovative brand managers seeking new opportunities for their brand portfolio in the online video space
- CEOs, senior executives and producers in television and new media production companies
WeVision is an essential business tool for Web show conceptualisation, commissioning, sponsorship and production.
Our buyers include global advertising agencies, broadcasters, Hollywood studios and producers: AT&T, BBC Worldwide, Digitas, Disney, Eutelsat, Fox, HBO, ITV, MediaCom, Ogilvy, Publicis, RTE, Warner Bros.
This research is regularly quoted in media and marketing publications such as Variety's Video Business, Broadcast, Televisual, TV Week, MediaPost and Campaign.
Tables
- Advertising effectiveness of product integration in Sofia’s Diary
16 colour screenshots from Web TV shows
- Diggnation
- The Guild
- Sofia’s Diary
- Sufei’s Diary
- The Gap Year
- Orange Unlit
- Frankmusik
Product samples
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