YouTube, iPhones and the Future of Media

I set the alarm extra early this morning to attend a panel on "Demystifying Media & Entertainment Investment Opportunities" just so you wouldn't have to. You're welcome.

The panel was held by the New York Media Information Exchange Group. Participants included PricewaterhouseCoopers partner Michael Kelley; Lydia Loizides, VP of new media at the innovative Paradigm agency; Peter Foley, senior managing director at GE Commercial Finance's Media, Communications & Entertainment division; and Bruce Maggin, EVP of Media & Entertainment Holdings Inc.

Some highlights:

Kelley on the results of PWC focus-group research with 18-to-25-year-olds:

They do not say the word "privacy," ever.... They want to be connected with entertainment, content, and even advertising if it's relevant to their interests. They do not like interrupted viewing experiences or entertainment experiences. Fifty percent of all YouTube viewers will skip a video entirely if there's a pre-roll.

Loizides on the hype surrounding hot new media properties like YouTube, Skype and Joost:

When YouTube figures out how to siphon off porn and is sure that Tide won't be the pre-roll to something you wouldn't want to see, then I think they'll have a business model.... You have be able to monetize it or else it falls by the wayside.

Maggin on why he's partial to investments in old media, such as billboards:

To me, the online environment is anarchy. It's very difficult to establish a long-term business plan without the threat that someone's going to be nipping at your heels. The opportunities to make money are in areas where you can control your existence.

Loizides on the "360-degree brand experience":

I hate the expression.... Do you really want to envelop the consumer? We never asked their permission, which gave it a bad name. But with the consumer's permission, if you know the types of things they'll tolerate, you can create an experience they'll really enjoy.

Maggin on Hollywood mega-flops:

A lot of the successful films are not longer the big-budget films. That's why the returns are off. Those that are most successful now are those that don't swing for the fences, those that go for the singles and doubles.

Loizides on ill-conceived brand alliances:

You have to be able to say no. If Dunkin' Donuts wants to sponsor fitness tips, you have to walk away.

Kelley on the death of print:

We're reaching the point where newspapers are going to be free. I no longer read The Wall Street Journal except on my iPhone.

Loizides on who reads comic books:

If you think it's freaks and geeks, get yourself down to San Diego next year and go to Comic-Con. You'll see the Orange County moms with their BMWs and their blond hair, and they've got more stuff in their backpacks than the kids.

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