Video Downloads an Ideal Audition for Television Portable Audio, Video and Game Market Evolution
ABI: The emerging video download industry based on portable video players will be a perfect test bed for full-length television shows.
That 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 far they 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.
ABI Research's study, Portable Audio, Video and Game Market Evolution , Publ 20051222
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