Last November, Bebo launched the 'OpenMedia Platform', allowing content producers to apply to distribute and monetise their video content through the Bebo platform. If approved, producers get a channel to distribute their content, in the same format as a normal Bebo profile, controlling the skins and layout, and also getting control over advertising on the page. Bebo don't host the video's themselves, although offer a number of different hosting partners, including blip.tv, revver and ooyala.
Bebo have had a number of notable successes with their media productions, including of course KateModern, and a number of large producers utilise the platform (including the BBC and recently ITN). They take a different approach than MySpace Video, which is more of a YouTube-esque offering, allowing any user to upload videos; the OpenMedia Platform is targeted more at professional content, and producers must be approved first. Facebook allows individuals to upload videos but has no video 'destination' site or channels to distribute professional content (although they can of course do this through Facebook's open application platform, as they can on Bebo and MySpace).
When I first looked into the OpenMedia platform, my initial impression was 'why not just use an application, and then REALLY have full control over everything'; partly this still holds, although I'm going to explore a bit more in this post the pros and cons of both. The beauty of using the application platform is that you really do have complete control over the whole canvas page. This means 100% control of hosting partner, functionality, and 100% of advertising revenue. You get to control the ways in which the site integrates with user profiles, and more flexibility in adding advanced functionality.
The OpenMedia platform, although not as flexible (you're limited to the Bebo profile format, and a revenue share), is obviously sufficient for pure media channels as shown by the success of its different shows. You can also use the normal Bebo features (profiles, chat etc) to create profiles for characters to interact with users, as KateModern did. The single biggest advantage however, is the traffic - Bebo promote their channels on the homepage and around the site, and sources using the platform have informed me that this gives a significant boost. If you haven't got a large media spend to promote your show, having it done for you on the Bebo homepage is a big upside. Add to that the lower up-front cost of using the OpenMedia platform as opposed to building a bespoke application, and it starts to become an attractive proposition for pure media plays.
I would say that as traditional media begins to make the shift to new, this provides a good in-between platform. However, more and more media is becoming about the interactive and the engaging, and the combination of different methods of entertainment. There are ways that Bebo could introduce this, for example using more interactive video players, although they will never be able to offer the full range of features which could be used on their open application platforms (which would allow you, for example, to combine games and multiple media formats). The application platforms also allow media to become part of the user communication experience (for example, the Bob Dylan application on Facebook by Sony/Techlightenment, allowing users to send messages to each other which are read out by an in-video Bob Dylan) in a way which the OpenMedia platform doesn't.
What do you think?
3 comments:
Am I right in thinking that Apps vs Bebo is effectively a case of bespoke vs. opensource, flexibility vs saving time/money?
Initial reaction would be that that the advantages of pre-generated traffic + simple distribution far outweigh the benefits of using apps for flexibility/customization/100% ads revenue/etc.
The Bebo platform will presumably be aimed at (a) providing an additional channel for eg the BBC who wouldn't use apps anyway (right?) and, more interestingly, (b) provide a platform to allow talented independent content producers reach audiences/generate revenue. Generally I think it's great that quality content is being filtered, so talented independents can start making some money from clicks (unlike Youtube).
When it comes to the financial survival of these creative entrepreneurs, my best bet is that market fragmentation will cause them to adapt a Long Tail business strategy. They're better off focusing on producing 10 ideas + outsource distribution to eg the Bebo platform rather than waste time creating their own portal. DIVIDE AND CONQUER, I say!
Or am I missing the point?
Partly - although it's more of a half way house. My conclusion is that it depends on who you are and what your intention is - if all you're looking for is a simple distribution channel then it's great. When you want something more free and interactive then applications are your best bet.
Actually, BBC do use applications - they made a few test ones on Facebook, including one partly incorporating the iPlayer, and they've now put proper budget into building full applications. This allows them to have a unified presence across all social network platforms and to have greater control over the distribution.
For creative entrepreneurs, then yes as long as the audience is right the Bebo OpenMedia platform would be a great boon, if you can get approved! There's also a big chance that if successful Bebo will buy the rights to the show themselves.
Generally I think it's great that quality content is being filtered, so talented independents can start making some money from clicks.
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