Overview
Assume the role of a director of digital content for a new online service that is exploring the establishment of a streaming content outlet/platform. The outlet would be accessible via the open internet and leverage apps, including mobile device apps and apps for over-the-top (OTT) devices, such as Roku, Chrome, Apple TV, and Amazon Fire or similar services, as the point of access for its consumers. You will prepare an analysis pitch presentation to executive senior management for their consideration and approval.
Your 10- to 15-slide presentation, with speaker notes and additional intro, outro, and references slides, should reflect the online service’s overall brand image, message, and brand voice. The speaker notes should provide additional content and support information that is not found on the slides (e.g., do not simply repeat what the slide says). Consider elements such as colors, fonts, branding, choice of terms, slogan, and descriptive language, as these are all differentiating elements in the marketplace. Avoid proprietary jargon, when possible. A reference slide should cite source information in APA format.
The pitch should incorporate the following elements:
Media Content Type
Establish which of the following media content types will be your product’s primary focus area and whether the chosen content will be short-form or long-form content:
- Primarily user-generated content (UGC); or
Primarily professionally-produced content (PPC); or
UGC and PPC (mixed, hybrid format).
- Justify the content type you chose by comparing and contrasting the value of the selected content type from the other content types, based on all the following criteria:
Brand voice
- Value of the content as a library as well as new posted content (i.e., demand)
- Potential reasons and solutions for digital inequality (e.g., where you are not connecting to the total audience/demographic)
- Potential for growth
- Content Distribution Method
Describe the intended distribution business model of content exploitation. For example, this could be content distributed to mobile devices via apps, and/or through OTT devices such as Roku, Apple TV, or a branded or themed linear channel, as found on Peacock or Pluto TV.
- Correlate your potential exhibition or distribution business models with current market leaders in that area of content exploitation, along with the potential issues and benefits from that relationship.
- Establish if your plan will be a direct-to-consumer (D2C) offering or engage the consumer through legacy channels. Compare your choice with recent D2C offerings and the current legacy media alternatives.
- Consider and outline any potential competitors in the targeted space and potential impacts to your efforts.
- In your analysis, consider how price, technology availability, potential consumer inequities, including consumer socioeconomic status affect your decision.
- Content Production
Outline a brief plan for the content production pipeline, illustrating where potential production savings and other financial impacts could be realized by leveraging new production methods, such as virtual production technologies, cloud-based services, etc.
Assess the value of producing and/or owning the content in the market versus licensing content owned by other companies for this platform, including any advantages of niche markets, potential library advantages, if any, and benefits of consumer engagement.
- Ethical and Equitable Considerations
- Analyze any market advantages the platform can gain by producing and exploiting diverse and inclusive content. Evaluate if the new venture has a moral, ethical and/or equitable responsibility in terms of the content being created, licensed, and exploited and determine what that role could be in the marketplace, and in comparison to any competitors.
- Weigh the ethical and equitable considerations of exploiting content through the open internet as the main distribution method for this platform (as opposed to using legacy distribution methods such as cable or over-the-air distribution), and in using certain production technologies in connection with the content produced for this platform