30-04-2014, 10:15 AM
With the joinings of Yahoo, and Amazon, into the TV content offerings, the threat of OTT services on cable TV providers are getting more real...
Yahoo! to add two online comedy series to its TV offerings
NEW YORK — Yahoo! chief executive Marissa Mayer is about to dive into the shark tank of television-style original video.
Ms Mayer announced this week that Yahoo! is commissioning two original TV-length comedy series that will air exclusively on its websites and mobile apps. It is also unveiling a partnership with Live Nation, a large concert promoter, to stream one concert live on Yahoo! every day for a year.
The moves plunge the company directly into the increasingly competitive world of high-quality digital video. Technology companies such as Amazon.com, Netflix, Google, Hulu and even Microsoft are challenging traditional producers of television content, such as HBO, AMC and the broadcast and cable networks, for fickle viewers.
“Users expect online content to be as good as, if not better than, TV,” Ms Mayer said at the company’s annual presentation of new digital offerings to advertisers at New York’s Lincoln Center on Monday evening. She and her lieutenants are betting that a big push into original content, both with video and digital magazines, will draw legions of new viewers and advertisers to the long-plodding company.
In committing to eight episodes each for the two comedy series, Yahoo! is pledging to spend millions of dollars in a business where experienced programmers often waste tens of millions before they find a single hit — which very often become hits or flops for reasons no one can anticipate or explain.
Yahoo!, which has about 800 million monthly users, has been sprucing up its video channel, Yahoo! Screen, by adding a new mobile app and more content from Saturday Night Live, Comedy Central and Vevo, a music video site.
But it is not clear that visitors think of Yahoo!, with its plethora of news, sports, weather and other information, as a place to kick back and watch a show, especially when it does not have a large library of popular content.
“It’s a me-too gesture,” said eMarketer principal analyst David Hallerman. “In order to get audience for original programming, people have to know about it, they have to want to see it and it has to be easy to watch.”
THE NEW YORK TIMES
http://www.todayonline.com/tech/yahoo-ad...-offerings
Yahoo! to add two online comedy series to its TV offerings
NEW YORK — Yahoo! chief executive Marissa Mayer is about to dive into the shark tank of television-style original video.
Ms Mayer announced this week that Yahoo! is commissioning two original TV-length comedy series that will air exclusively on its websites and mobile apps. It is also unveiling a partnership with Live Nation, a large concert promoter, to stream one concert live on Yahoo! every day for a year.
The moves plunge the company directly into the increasingly competitive world of high-quality digital video. Technology companies such as Amazon.com, Netflix, Google, Hulu and even Microsoft are challenging traditional producers of television content, such as HBO, AMC and the broadcast and cable networks, for fickle viewers.
“Users expect online content to be as good as, if not better than, TV,” Ms Mayer said at the company’s annual presentation of new digital offerings to advertisers at New York’s Lincoln Center on Monday evening. She and her lieutenants are betting that a big push into original content, both with video and digital magazines, will draw legions of new viewers and advertisers to the long-plodding company.
In committing to eight episodes each for the two comedy series, Yahoo! is pledging to spend millions of dollars in a business where experienced programmers often waste tens of millions before they find a single hit — which very often become hits or flops for reasons no one can anticipate or explain.
Yahoo!, which has about 800 million monthly users, has been sprucing up its video channel, Yahoo! Screen, by adding a new mobile app and more content from Saturday Night Live, Comedy Central and Vevo, a music video site.
But it is not clear that visitors think of Yahoo!, with its plethora of news, sports, weather and other information, as a place to kick back and watch a show, especially when it does not have a large library of popular content.
“It’s a me-too gesture,” said eMarketer principal analyst David Hallerman. “In order to get audience for original programming, people have to know about it, they have to want to see it and it has to be easy to watch.”
THE NEW YORK TIMES
http://www.todayonline.com/tech/yahoo-ad...-offerings
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