How to Add Social Features to Content Services - A Detailed Case Study of MTV Networks
Generator Research Limited
April 2, 2009 40 Pages - SKU: GS2207201
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This report begins by explaining how social services (e.g. social networks, video sharing services) are becoming overlapped with traditional content services (e.g. commercial television, on-demand movies and mobile services).
The report then explains a framework that can be used to understand how a content-based service can be developed to incorporate = social aspects if the content itself is used as the starting point, rather than a service delivery portal (e.g. a website or a mobile site).The remainder of the report explains how this framework can be used to add advanced social aspects to MTVMusic.com, which is an online streaming music video service.
The report reviews MTV's most notable previous online initiatives: Urge (digital music store), Flux (UGC music video channel), Overdrive (broadband music video service) and vMTV (virtual world and social network).
The report then analyses how these initiatives have fared and then describes a way in which the company could dramatically increase the likelihood that MTVMusic.com will be a success, in spite of competition with may arise from powerful competitors.
== Key Benefits ==
- Understand how the social service world and the content service world are becoming overlapped and what this means for content service providers;
- Learn about a general framework that can be used to add social aspects to any content service;
- Understand why MTV's previous online initiatives have not been successful and why the company needs to use a different approach with its latest online initiative, MTVMusic.com;
- See how MTVMusic.com could be converted from a conventional streaming video service proposition into a far more powerful proposition: a network of streaming music television channels;
- Appreciate how a third party developer programme and a richly-defined API would allow developers to deeply embed their service/application within the MTVMusic.com platform and why this would catalyse a new wave of innovation in music video services;
- Understand how the recommended MTVMusic.com service delivery platform could be used to enabled a new form of viral distribution, where links to music video streams could be copied freely across the web, while retaining links to the favourite applications used by the originating user.
== Who Should Read this Report? ==
This report will be of great interest to those who are involved with television, music and also advertising. Key functional areas include:
- Product management and product marketing;
- Product strategy and marketing strategy;
- Product, market and network planning;
- Executive leadership, especially those who work for in the music television industry;
- Market insight and competitor intelligence;
- Business development and corporate development.
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- Synopsis
- Subject Area
- Report Content
- Key Benefits
- Who Should Read this Report?
- Introduction
- Merged Propositions: ‘Social Content Services’
- Framework
- Application: Music Television
- Background: MTV Networks
- Review of Prior Online Initiatives
- Digital Music Store: MTV Urge
- UGC Music Video TV Channel: MTV Flux
- Streaming Music Video Service: MTV Overdrive
- Virtual World/Social Networks: vMTV
- Latest Initiative: MTVMusic.com
- Service Overview
- Analysis
- Recommendations
- User registration
- Dynamic, Targeted Advertisements
- Ad Formats
- Dynamic Ad Serving
- Monetisation
- Developer Programme
- Rationale
- Access to Rich Behavioural Data
- API Features
- Commercial Considerations: Developer Incentives
- Social Features
- No ‘standard’ usergenerated content (UGC)
- A different perspective on UGC
- New mode of distribution for applications
- Example service scenario
- Viral Distribution: thirdparty services
- Social graph
- Appendix
- Example 1: MySpace
- Example 2: Long Tail Blog
- Key Requirements
- Technical Approach
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