Video Downloads an Ideal Audition for Television

ABI: USA. The emerging video download industry based on portable video players will be a perfect test bed for full-length television shows. We won't be seeing full-length episodes of hit television shows downloaded to portable devices in 2006. Instead, we'll have more of what's available now: "short-form video". These trailers, promos, and mini-episodes are only a few minutes long. But their brevity provides a golden opportunity. The mainstream broadcast model is an extraordinarily expensive way to trial new concepts and shows,. Over 70% of all new shows don't survive the first season. The logic of trying short versions on emerging platforms at relatively low cost before committing to the expense of hour-long TV productions will soon be apparent to content owners. For content owners, it's like conducting a customer survey: "Should this be a full-length show?" And while short-form and feature shows differ, a portable download hit is probably worth a full-length investment. 2005 was the year that both halves of the industry — equipment vendors and major entertainment content owners — tested the water. Apple's video iPod, the Sony PSP, and PMPs, have established the idea: a technology to distribute premium Hollywood content without worries about piracy. Leading Hollywood studios and networks including Disney, ESPN and ABC have used 2005 to give the portable market a try. So fart hey seem pretty happy with what the portable and mobile telephony industries can provide them. But a network can save much more on upfront program development costs than it will make by selling short clips for $1.99 each."

Portable Audio, Video and Game Market Evolution Publ 20051222