nextMEDIA – Making Money from Pay-Per-Use Content Services

By David PeraltyAdvertising

For a full index of all the posts related to nextMEDIA, check out BrandingDavid.com where I will be updating everyone on various sessions.

Another panel session, the second one before lunch on the first day, including an eclectic group of people. Trevor Doerksen from MoboVivo, David Purdy from Rogers Cable Communications and Missy Suicide from Suicide Girls.

The microphone on Michael Barry wasn’t working well, though I was able to hear him, he was rather quiet. He started with Missy, and asked her how she started.

Started in 2001, with the simple idea of bringing people together to have people thrive. They created a subscription model by adding community features and working hard on branding over the last few years.

“What better than hot, beautiful people to bring people together” – Missy Suicide

The next one up in questioning was Trevor, who had to fend off the fact that video portals aren’t a valuable offering online, and actually leech off others.

They thought of themselves an enabler for content producers to get their video online, but traditional media wasn’t interested, and so they built out their portal by getting whatever content they could license.

They purchased premium content and turn it around to be a two or three dollar per episode sale system, and are working on the marketing aspect of the shows, which is the difficult part.

“Women are actually willing to pay for things, and us men are morally corrupt or something…” – Trevor Doerksen

David Purdy was next to answer some questions on Rogers Canada, a television and media company.

“If you call yourself just a TV guy, you’ll be gone at some point in the future” – David Purdy.

Rogers is realizing that customers want to watch what they want, when they want, and where they want, and they are trying to get projects approved quickly to do that. It is difficult sometimes but they have to innovate.

He compared Rogers to Bell quite constantly, and continued to say that Bell was smart in getting out there early with online offerings and PVR products for television, but have made some mistakes in how they run and organize it.

What will happen to pay-per-view in the future? Well, David Purdy thinks that only the Adult industry and multi-cultural content will do well, and most people will move to the on-demand services.

6 thoughts on “nextMEDIA – Making Money from Pay-Per-Use Content Services”

  2. Reading this and thinking of my own ways I’m using media these days. I think the comment about the on demand being more popular is probably right.

    It is an interesting thing to watch develop.

  3. Any economy needs an exchange of services and goods to succeed (transactions of wealth). So, it is a given that unless the current model can motivate the consumers of media and content to hand over something in exchange for the item consumed, the economy built on this system will eventually collapse.

    My hope is that content producers can find an effective way to motivate the exchange of wealth by doing tactful product placement. I honestly think that once good, subtle product placement starts taking place, we will all fall in love with the seamless flow of entertainment and content without interruption. I know many will disagree.

  4. Interesting Article, I am tracking this issue too, with the pay-per-view provider Premiere in german television. I hope they get the broadcasting rights for football in germany.

  5. My biggest worry though is that as consumers we will pay more for single episodes in the new models than we do for subscription based television that we have today.

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