Page 1

apex multimedia market

paris 2018

Diverse Discoveries Content in All Shapes and Sizes

?

sponsored by


YOU ARE HERE Paris Marriott Rive Gauche Hotel & Conference Center 17 boul. Saint-Jacques, 14th arr.


Petits Plaisirs Explore the many restaurants and cafés in and around the Montparnasse neighborhood.

RESTAURANTS 1. L’Avant Comptoir 9 carrefour de l’Odéon, 6th arr. 2. La Rotonde 105 boul. du Montparnasse, 6th arr. 3. Frenchie 5 rue du Nil, 2nd arr.

BARS 4. Le Piano Vache 8 rue Laplace, 5th arr.

5. Le Diamant 56 rue des cinq Diamants, 13th arr.

7. Solera 283 rue Saint-Jacques, 5th arr.

PLACES OF INTEREST 8. Jardin du Luxembourg 9. Centre Pompidou 10. Notre-Dame Cathedral 11. Bastille Market 12. Eiffel Tower 13. Louvre Museum ILLUSTRATION: JORGE DE LA PAZ

NETWORKING PARTY & QUIZ NIGHT Les Pavillons de Bercy 53 av. des Terroirs, 12th arr.

6. La Closerie des Lilas 171 boul. du Montparnasse, 14th arr.


Connect. Entertain. Empower.

globaleagle.com


PHOTO: LES PAVILLONS DE BERCY

Midnight in Paris

This year’s networking party and quiz night will take place at Les Pavillons de Bercy, an exhibition fairground at the Musée des Arts Forains. Attendees will be able to browse a collection of 19th-century curiosities and objets d’art. The pièce de résistance is a merry-go-round that some may recognize from Woody Allen’s 2011 film, Midnight in Paris.

Les Pavillions de Bercy Musée des Arts Forains 53 av. des Terroirs, 12th arr. 24 April, 19:30–22:30

APEX MULTIMEDIA MARKET

3


News Bites Connectivity Will Not Kill In-Flight Entertainment Despite all the fuss over connectivity boding the death of existing in-flight entertainment (IFE) platforms, Inmarsat’s vice-president of Asia-Pacific, Otto Gergye, says it will not replace them. “At the moment, you can put 500 movies onto an airplane in something that’s smaller than a shoebox and the passenger has the same experience,” he says. “So, is that really what you would be using satellite connectivity for?”

Wild Things

What was the most watched documentary on Qantas flights in 2017?

Disney to Buy 21st Century Fox Assets The $52.4-billion deal, which is pending regulatory approval, includes 20th Century Fox’s movie studio and TV production arm, cable networks, including FX and National Geographic, as well as stakes in networks Star (India), Sky (Britain) and streaming platform Hulu.

“This stellar collection of businesses reflects the increasing consumer demand for a rich diversity of entertainment experiences that are more compelling, accessible and convenient than ever before.” BOB IGER, DISNEY CEO AND CHAIRMAN

4

APEX MULTIMEDIA MARKET

ILLUSTRATIONS: FELIPE VARGAS

Air Canada has launched a content channel featuring five-minute videos that showcase Newfoundland and Labrador, from the province’s tourism department. The series, called Find Yourself, covers Gros Morne National Park, whale watching and tips on how to converse like a local. “Pioneering concepts and promotional platforms help to evolve our brand positioning and personality, bringing to life the authentic beauty, real character and natural creativity of our province,” says Christopher Mitchelmore, minister of Tourism, Culture, Industry and Innovation.

Planet Earth II, the BBC One miniseries narrated by Sir David Attenborough that captures wildlife as it happens.

O Canada!


News Bites Pretty Funny Partnering with online community PYPO (Put Your Pretty On) from Emmy Award-winning producer Stephanie Laing, Norwegian Air has brought on board a female-driven brand of comedy. The videos star actors such as Rose Byrne, Dan Bakkedahl and Damon Herriman, and there are plans to debut future episodes in flight. “We will be able to offer exclusive content and never-before-seen opportunities,” says Anders Lindström, director of Communications USA, Norwegian Air.

Toward Equal Access Entertainment Working with Guide Dogs for the Blind and Bluebox Aviation Systems, Virgin Atlantic is conducting a one-year trial of an IFE system that features audio description for visually impaired passengers. “We’ve been able to create a world first that ensures customers with sight loss can experience the full range of onboard entertainment,” says Mark Anderson, EVP, Customer, Virgin Atlantic. KLM followed suit in January, bringing on board films where a narrator describes the visual elements of the film, including breaks in dialogue, characters’ facial expressions, location and plot developments. Get Bluebox’s take on accessible IFE: APEX.AERO/AIFE

?

How Do Computers Work? Binary data, circuits, logic, CPU, memory, hardware and software – ever wonder what these are? Alaska Airlines has started airing educational content that explains how computers work. The videos, starring Microsoft co-creator Bill Gates, are a partnership between the airline and nonprofits Code.org and Khan Academy. “With hubs up and down the ‘Tech Coast,’ we’re both witnessing and leveraging the innovations that we see occurring every day in our own backyard,” says David Scotland, manager of Inflight Entertainment and Connectivity for the airline.

APEX MULTIMEDIA MARKET

5


News Bites You Heard It Here

Business Not as Usual Business Traveller magazine has partnered with Spafax for a video series that brings its pages to the screen. The one- to five-minute episodes explore different topics, from robot butlers and green airports to luxury experiences and startups, and are available to travelers at all stages of their journey. “The modular build of the show allows us to deliver the right content for every channel,” says Jonathan Gilbert, director, Digital Content and Innovation, Spafax.

6

APEX MULTIMEDIA MARKET

Yoga on the Go Hawaiian Airlines and Cathay Pacific have each introduced wellness videos designed to help passengers increase their well-being before, during and after a flight. Hawaiian’s videos take passengers through a series of stretches and breathing exercises, with Oahu in the background. “Consistent, controlled movements while flying benefit travelers of all ages and can help with blood circulation, stiff joints and jet lag,” says Wainani Arnold, who partnered with the Hawaiian for the exclusive videos. Produced in partnership with Pure Yoga, Cathay Pacific’s videos demonstrate yoga and meditation routines to improve circulation, enhance joint mobility and relax the mind. “Sitting still for a long period of time can be uncomfortable. The need to get up, move and get your blood pumping is important during a flight,” says Simon Cuthbert, Entertainment, Platforms and Connectivity manager, Cathay Pacific. The airline is also extending to Marco Polo Club members a complimentary 10-day trial and discount on yoga studio fees.

ILLUSTRATIONS: FELIPE VARGAS

Virgin Australia has brought on board podcasts such as Meshel Laurie’s Australian True Crime, myBody+Soul’s Healthy-ish and Rachel Corbett’s You’ve Gotta Start Somewhere from Whooshkaa, Australia’s largest podcast network. “We recognize the growing popularity of podcasts and we’re proud to expand our already-wide menu of quality Australianproduced in-flight entertainment,” says Tash Tobias, the airline’s general manager, Customer Experience and Product.


News Bites Marijuana Marketing Goes Mainstream As marijuana regulations ease up in North America, marketing for the drug is gradually being accepted. In flight, ads for Wikileaf, a price-comparison app for legal cannabis, is running on Virgin America’s seatback IFE system on domestic routes. The ad, which also reminds viewers to leave their marijuana at home, is expected to reach eight million passengers. “We wanted to get somewhere more mainstream,” says Wikileaf CEO Dan Nelson. “We had ads in various magazines and online places where it’s cannabis-focused, but we wanted some out-of-the-box ideas.” Additionally, Las Vegas-based Allegiant Air’s in-flight magazine will also feature an ad from Acres Cannabis. “The campaign creates another first for the marijuana industry and helps propel all of us toward mainstream acceptance,” the company’s CEO, John Mueller, says.

Seen on the Silver Screen Air New Zealand surveyed the number of times various airports have been featured in films. Here are the top five most-spotted airports on the silver screen: LAX 173 CDG 73

SYD 64

LHR 75 ORY 47

Allo, Virtual Reality SkyLights unveiled its second-generation immersive headset at APEX EXPO in Long Beach, last September. The headset, called AlloSky, was announced alongside content deals with Warner Brothers, National Geographic, Lionsgate and BBC. Air France’s Boeing 777s and Joon’s Airbus A340s will be the first aircraft to receive the headset.

Wireless IFE, Without the Added App As encryption technology evolves, media players that enable digital rights management content to be played in a web browser without the need to download an app are emerging. AirFi, in collaboration with West Entertainment, has been offering Hollywood movies in this manner as of last year. And since then, IdeaNova Technologies, and Lufthansa Technik and castLabs (for iOS devices) have been working on their own versions. “We believe this will increase the number of users,” says Jan-Peter Gänse, head of Passenger Experience Products and Solutions at Lufthansa Systems.

APEX MULTIMEDIA MARKET

7


2018 Media and Entertainment Outlook Video on demand, streaming, hyper-targeted content and advertising – these trends are set to transform the industry, according to Deloitte Consulting’s 2018 Media and Entertainment Outlook report. With the abundance of streaming platforms just a click or tap away, the challenge for media companies will be to maintain content quality within an always-on, multi-window viewing environment, while offering a tailored experience in a market where mass personalization is readily available. Media companies have traditionally thrived on controlling content releases through specific windows that prioritize theaters, followed by rentals and television broadcasts. But technology is enabling movies and TV shows to be launched through multiple windows simultaneously – changing consumer behaviors and expectations, and making content

2 0 1 8

difficult to monetize. So what are media companies to do? Deloitte’s report suggests the industry might benefit from “true demand-based pricing,” where consumers pay a premium depending on where they view content, say, at a theater or on a mobile device, and that media companies could maximize this model by leveraging data to hyper target their audiences. “Discovery can’t just be a machine-learned algorithm,” says Kevin Westcott, vice-chair and US Media and Entertainment leader of Deloitte Consulting, citing research that says audiences are spending up to an hour a day searching for what to watch next. “The best content discovery is going to be a combination of using algorithms that understand your past viewing, your interests, as well as humans doing curation, who may have a different insight on top of what a machine can actually do.”

HERE ARE THE TRENDS TO LOOK OUT FOR:

4K Innovation in data analytics and personalization with customer information through social media

8

APEX MULTIMEDIA MARKET

Exploration of virtual and augmented reality technology to enhance storytelling as a means of differentiating a brand experience

Programming for smaller screens and shorter attention spans, as by 2021, mobile video will drive 24% of all online video traffic

The flourishing of 4K video, autonomous vehicles and 5G wireless technologies


As It Happens:

PHOTO: BBC WORLDWIDE

Live News Spreads in Flight

Airlines are noting increased appetite for real-time headlines in flight. “Usage can increase depending on world events, says Brian Richardson, director of Aircraft Interiors, In-Flight Entertainment and Connectivity, American Airlines. “We saw large spikes during the presidential debates and US election results.” The airline launched live television on long-haul international routes in 2015, and offers CNN International, BBC World News, CNBC and Sport 24 via live satellite broadcast. Live news is also available on 130 Emirates aircraft, using Panasonic’s Global Communications Services system. “It’s extremely popular with customers who dip in and out of news channels,” an Emirates spokesperson says. The airline also carries live text news from the BBC and Reuters on its in-flight entertainment system, ice TV Live. “We’ve seen an increase in the number of airlines taking BBC World News, so passengers have access to live news on demand, just as they’d have at home or in a hotel,” says Zina Neophytou, vice-president of Out of Home, BBC Worldwide. Although in-flight live news is increasing in popularity, passengers are coming to it

in different ways. They may get a whiff of a breaking story via onboard Wi-Fi – perhaps on social media – then tune in to a live news channel. “Delivering cross-platform news has become an integral part of what we do, because that’s how our audience consumes news,” Neophytou says. “Passengers want to be connected wherever they are, want to interact and be part of the story. No single screen is dominant.” Scott Easterling, former director of Product Development of Live TV, agrees: “Should passengers learn of a breaking event, they can tune in to live news, or while watching live television, they can visit other websites to get additional information.” One may assume that this multichannel, multiscreen arrangement leaves no place for non-digital news platforms. But Emirates sees a future for print. Every day, the airline delivers the print edition of the Sydney Morning Herald to Dubai International Airport on the same day as in Australia. “The demand from customers to read a newspaper shouldn’t be underestimated,” the spokesperson says. “We still see significant pickup of our paper product both on board and on the ground.”

APEX MULTIMEDIA MARKET

9


An Ad, Just for You

It’s no longer enough that airlines offer advertisers a captive audience. Research has shown personalization is the key to increased engagement. On the ground, programmatic advertising, which uses artificial intelligence (AI) to automate the buying, placing and optimization of digital ads, is becoming the dominant method of delivering targeted campaigns. According to Zenith, “The value of advertising sold programmatically will rise from $57.5 billion in 2017 to $84.9 billion in 2019, growing at an average rate of 21 percent a year.” But in the air, programmatic advertising’s reliance on AI means it isn’t suitable for traditional seatback in-flight entertainment (IFE) systems, which need to become faster before they can run the technology, says Kim Creaven, vice-president, Global Advertising, Sponsorships and Partner Marketing at Global Eagle. “Programmatic buying is instantaneous, delivery of traditional IFE content is not,” she explains. For now, Global Eagle is looking to introduce programmatic advertising to its airline lounge network. “We are initiating unique options for media buyers that will put our media assets above the competition,” Creaven says. And while legacy IFE infrastructure catches up to speed, Global Eagle is priming its wireless IFE platform for monetization in other ways. “Our third generation of Airtime not only runs faster, but is built with industry-first reporting and data analytics,” Creaven says, adding that the platform will eventually enable passengers

“Our third generation of Airtime not only runs faster, but is built with industry-first reporting and data analytics.” KIM CREAVEN, GLOBAL EAGLE

10

APEX MULTIMEDIA MARKET

to order products and services, so they can buy groceries in flight, for example, creating a service for passengers and a valuable ancillary revenue opportunity for airlines. But for companies like Immfly, which deliver IFE on passengers’ mobile devices, technology isn’t a setback. Working with Inadvia, in January, the company put Iberia Express’ media inventory on a marketplace platform, allowing advertisers such as Teufel, a German audio equipment brand, to secure 30-second ads that aired ahead of music videos on the airline’s IFE portal. Matt Blay, co-founder and director of Inadvia, notes one of the USPs (unique selling points) of the platform is its ability to run even where there is limited or no connectivity. “It provides peace of mind to airlines that the necessary approvals can be achieved via a dashboard prior to a flight, he said.”

ILLUSTRATION: MARCELO CÁCERES

Targeted advertising gets kicked up a notch with the introduction of a dynamic marketplace where companies can vie for a prime ad spot.


Other companies are following suit. At Aviation Festival Asia in Singapore, Comtrade Digital Services announced a new platform called Adnexa, which uses programmatic advertising to place ads matched to a passenger’s age, language, location and other parameters. “The audience is 21 percent more willing to watch an entire pre-roll ad than to skip it when it is targeted,” says Sam Gombervaux, Immfly’s chief revenue officer. One campaign it is testing for American Express aboard easyJet targets passengers by country and language: A Swiss passenger who speaks English will interact with a different American Express ad than another Swiss passenger who speaks German.” In-flight connectivity is set to further change the face of in-flight advertising – programmatic or otherwise. A recent study

carried out by the London School of Economics in association with Inmarsat suggests that advertising enabled by in-flight broadband will allow airlines to increase their revenue by an additional $6 billion by 2035. “How awesome would it be if based on a brand you choose to engage with you got 30 minutes of free Wi-Fi?” says Brian Wong, founder and CEO of mobile advertising company Kiip. The reward could be other things, too, such as a free drink or food, he adds. In the meantime, there’s still value in pre-roll ads, especially if they’re targeted. Wong says the most important aspect of advertising in today’s world, where there’s so much noise, is timing. “If you advertise in a disrespectful way, then your net benefit is going to be negative,” he says. “Pre-roll ads that show up in the IFE are a bit irritating, but the good news is that the consumer expects it.” As advertising methods and platforms shift, Andy Rosen, chair of APEX’s new Ad Delivery Working Group (ADWG), says focus needs to be paid to advertising tracking standards. The Trackable Asset Cross-Platform Identification initiative is opening up a standard for binding asset identifiers to advertising, and content that would help these identifiers remain embedded throughout the media distribution ecosystem. “New, globally applicable technology tools include watermarks, open registration authorities for identifying advertisement and entertainment content, and standardized interactive media application ecosystems,” Rosen says. “The long-term effect of the ADWG will be to harmonize our onboard advertising environment with a global campaign to enable an enhanced and transparent advertising marketplace.”

APEX MULTIMEDIA MARKET

11


Running a TV Marathon Complete box sets – those that include every episode of every season of a TV series – are catering to passengers’ binge-watching desires. think it’s redundant to explain what a box set is, but in some cases, the IFE category consists of a few disjointed episodes from various seasons. “Why is it an airline says it has a box set on its entertainment system then only has a couple of episodes of said season box set! #FirstWorldProblems,” tweeted London-based frequent flyer @cbynre321. Now passengers always have the option of watching a show from the beginning, and continuing the series if they choose to. Carlos adds that box sets are “great for passengers who regularly take short flights because they can dip in and out, and it’s especially good for binge watching on long-haul flights.” And with increasing expectations that a TV series’ episodes should be available as far back as it can be archived – thanks to Netflix releasing entire seasons of a show from launch – bringing complete box sets to IFE is simply mirroring a trend that’s happening on the ground, and thus providing passengers with an entertainment experience that’s close to home.

PHOTO: QANTAS

Starting a TV series in the middle can often leave you feeling in limbo. Perhaps the plot seems confusing or a character appears to be acting irrationally. Without the knowledge of a surprise that was revealed in an earlier episode, or the context of a key development from a past season, it’s hard to share the feelings of a fan who has been following a show since its first episode. “Our passengers told us that if they haven’t seen a show from the beginning, they’re unlikely to start watching a new drama series from season two, three or four,” says Kristin Carlos, head of Digital and Entertainment, Qantas. It’s why the airline predicts its comedy category, which has been hugely popular in past years – especially family-friendly favorites such as The Big Bang Theory and Modern Family – will take a bit of a hit when passengers discover the complete box sets available on the airline’s inflight entertainment (IFE) system. Last year, Qantas replaced its drama category with “Box Sets,” which offers every available episode of every season of a show. You would

12

APEX MULTIMEDIA MARKET


How Gen Z Consumes Media As Generation Z (1995–2012) begins to gain purchasing power, media companies will need to understand how these digital natives consume content, and how it differs from the way millennials (1980–1994) enjoy entertainment.

Video

75% turn to YouTube for music discovery Top five artists: Ed Sheeran, K-pop boy band BTS, Shawn Mendes, Beyoncé and Taylor Swift

Consume much of their media on smartphones; media consumption is integrated in their daily lives

Frequently listen to music on Spotify, followed by terrestrial radio

Half are connected about 10 hours a day; they do not make a conscious decision to consume content

Watch video on overthe-top platforms such as Netflix and YouTube, more than TV

Have more diverse music tastes than previous generations; they switch back and forth between genres

Are influenced by personalities who produce off-the-cuff, highly relatable and short videos, which make it easier to consume content seamlessly across multiple channels and devices

Audio

Source: Forbes

APEX MULTIMEDIA MARKET

13


Local Flavor Content with local flavor is helping global media companies seeking a broader viewership to establish an international audience. Local content is on the rise thanks to subscription video on-demand (SVOD) services, says Emma Gunn, senior manager of Content at Spafax. “Some of the most prominent players are regional broadcasters that recognize the opportunity and demand and have created their own content,” she says. SVOD platform Netflix has been investing in local content where it seeks to expand its number of subscribers. In France, where Netflix currently reaches 10 percent of households, it has vowed to feature 40 percent more French content than in 2017. And in India, where it is hoping to gain traction with the developing mobile market, it has set a $6-billion budget to produce 1,000 hours of India-focused original content. The in-flight entertainment (IFE) industry is responding to the rise of local content, too. Eros International Media announced it would feature more local content on its SVOD platform, Eros Now. It plans to release 15 new series spanning the comedy, drama and thriller genres over the next 18 months. Amita Naidu, Eros’ vice-president, Public Relations, believes this is an added attraction for airlines when it comes to IFE choices, considering the popularity of Indian content among airlines, noting that Bajirao Mastani was available on more than 62 airlines worldwide, making it one of the most popular Indian films in flight. Eurodata TV Worldwide’s 2017 Scripted Series report suggests that American series, which are popular worldwide, are finding themselves increasingly challenged by European and, in particular, British productions, which enjoyed great success in 2017, especially in Scandinavia (The Halcyon, a British program, was the seventh most watched series in

14

APEX MULTIMEDIA MARKET

Sweden). While content tradeshows have been traditionally popular for international distributors to acquire successful Englishlanguage titles, Gunn says this has flipped. “We’re now seeing a trend towards Englishlanguage broadcasters attending these markets to acquire shows and formats from every corner of the globe and, in some cases, [this content] is

German series 4 Blocks (right)

PortugueseRussian series Mata Hari (left)


Bajirao Mastani (center)

Dutch series Als de dijken breken (below)

“English-language broadcasters are attending content markets to acquire shows from every corner of the globe.” EMMA GUNN, SPAFAX

popular when the countries involved share the same language or even culture, as they can be broadcast to a larger audience. This was the case with the TV series Als de dijken breken, a Belgian and Dutch co-production broadcast on NPO 1 that ranked second in the Netherlands in 2017. As the report observes, “Sometimes, associations between the most unlikely countries ... create a surprise and encounter great success.” Other content companies are taking note, too. In February, TNT Serie embarked on its first co-production, with HBO Europe, which happens to be between Romania and Germany. The series, called Hackerville, will premiere across each broadcaster’s territories to cover central Europe, Scandinavia, Spain, Germany, Austria and Switzerland. Turner International, which distributes 4 Blocks, a gangster drama set in Berlin that was produced by TNT Serie and Wiedemann & Berg, with partners Amazon Prime and ZDFneo, calls the show a “hyper-local original.” “We would like to broaden our production scope and also invest in series that cross borders,” says Hannes Heyelmann, senior vice-president, Turner International, Original Programming Strategy. “This co-production is also indicative of the ramping up of Turner’s investments in general entertainment programming and our ambitions in producing content that is relevant to both the local and international markets.”

APEX MULTIMEDIA MARKET

PHOTOS: TNT SERIES, STAR MEDIA, EROS INTERNATIONAL MEDIA, NPO 1

overthrowing US and UK shows from prime-time slots.” Bridging the gap between local and international content is a rise in coproductions. Eurodata’s report states 10 percent of the top series in 2017 were co-productions, an increase of 4 percent from 2016. Co-productions are particularly

15


Setting the Scene What we see on screen inspires us to travel.

16

APEX MULTIMEDIA MARKET

TOURISM IN JAPAN BLOSSOMS WITH TV SERIES J-TRIP PLAN J-Trip Plan, a travel series that shows viewers in 30-minute episodes how to experience Japan like a local through cherry blossom viewing in Kyoto, papermaking in Fukuoka Prefecture and biking along the Setouchi Shimanami Kaido Expressway, has inspired viewers in Southeast Asia to make the leap from thinking about a trip to actually taking one. The effect of the show has been so significant, broadcasters SKY Perfect JSAT and NHK World have learned of a surge in travel bookings at major Japanese travel agencies. As a result, the broadcasters have ramped up airtime in 10 countries, including the United States, to build on the phenomenon, with plans to work with local governments to strategically select sets for upcoming episodes of the show: Japanese regions that have direct flights to Indonesia, Myanmar, Singapore and Thailand. And with the abundance of low-cost flights in Southeast Asia, the decision to book a last-minute getaway to Japan can be left up in the air. ILLUSTRATION: FABRIZIO MORRA

BOLLYWOOD INSPIRES OUTBOUND INDIAN TOURISM Filmmaker Zoya Akhtar has arguably done more for the outbound Indian tourism industry than fathers do for their unwed sons in Bollywood matchmaking comedies. At the helm of two major blockbusters set in Europe, Akhtar presents an attractive template for Indian transnational mobility, and in doing so has influenced a growing subset of Indian tourists, of which the United Nations predicts there will be a total of 50 million by 2020. Akhtar’s 2015 success, Dil Dhadakne Do, brings us the Mehra family aboard a 10-day Mediterranean cruise. The film’s vision of first-class travel may be out of reach for the majority of its Indian viewership, but according to Nandana Bose, professor of Film Studies at the University of North Carolina Wilmington, “Akhtar’s cinematic representations of elitist recreational consumption tap into aspirational and competitive tendencies of middle-class India.” Several Indian travel agencies reported a marked increase in demand for cruise vacations following the film’s release, suggesting that Bose isn’t out to sea with her analysis.


Content You Can Snack On

ILLUSTRATION: KATIE CAREY

Short videos make for appetizing IFE snacks that passengers can savor before and after a feature film. More than 300 hours of content are uploaded to YouTube every minute, drawing in close to five billion views per day – not counting platforms such as Vimeo, Snapchat, Facebook and Instagram. Web content has now jumped offline, making its way into curated preprogrammed channels, including entertainment on airplanes. If a feature film is a full meal, web videos are the tapas of in-flight entertainment (IFE), and passengers are hungry. “For long hauls, passengers know they can invest in a full movie, while on short hauls, people may want something that fits those flights better,” says Philip Corke, vice-president of Business Development for Gone Viral TV, which delivers short-form web-native videos to offline channels. Kevin Clark, CEO of Bluebox Aviation Systems, adds that snackable content speaks to the concern that a flight could land before a movie ends. “Most people want to watch something all the way through,” he says. However, despite the proliferation of inflight Wi-Fi, passengers aren’t simply hitting

YouTube mid-flight on their personal devices and bingeing on puppy videos. Trends suggest in-flight Wi-Fi is still too expensive for that. Web videos come with the advantage of predicting popularity among passengers, as Corke notes: “The great thing about our content, versus that on a traditional TV channel, is that we see how it has performed online, allowing us to get a better read on a video’s success than that of a traditional program.” Gone Viral TV’s roster of content boasts a combined 52 billion online video views, as well as more than 300 million subscribers. Analytics keep getting better, he adds, which makes the curation process easier. Clark points out that short-form content also creates transition points, similar to commercial breaks between videos, that lend well to ancillary revenue opportunities. “If you have snackable content, you’re playing to the mindset that the passenger may watch something for 15 minutes and then go and do something else,” he says. And that could be a segue for an in-flight purchase.

APEX MULTIMEDIA MARKET

17


Blast From the Past What’s old is new again: Revivals of classic TV and Head of the Class. “They’re a built-in brand shows are all the rage. Netflix has been leading for producers trying to cut through the clutter the revival charge in its goal to dominate smaller of the overcrowded TV landscape.” And Beaton screens. Besides resurrecting the Tanners in adds that with millennials, who are now hitting Fuller House, the streaming service has brought their 30s and traveling more than ever, “The ease back Gilmore Girls; Bill Nye, the Science Guy; of selecting familiarity … is particularly relevant and The Magic School Bus. up in the air, where time is limited.” “Nostalgia. It’s a very powerful emotion. Streaming services are also on the quest for Older viewers love revisiting the familiarity as TV networks explore shows and characters they engaged new ways to keep their audiences “Nostalgia. It’s with when they were younger,” says glued to the tube. In this case, a very powerful Caroline Beaton, SVP International bringing back a classic will at emotion.” Programme Sales at Viacom least get people talking around CAROLINE BEATON, International Media Networks, which the watercooler again, even if VIACOM is remaking Rocko’s Modern Life and the revival itself misses the mark. Hey Arnold!, two classic Nickelodeon That relevance is a currency for TV shows from the 1990s. any content distributor, be it a While brand-new shows can take TV network, streaming service or time to find their audiences even in in-flight entertainment provider. the on-demand era, revivals have And passengers can be sure that an audience ready and waiting. “My experience airlines will bank on it. in talking to people in their twenties and thirties “It can be difficult for new and unfamiliar ideas is that these ’90s shows are the ones Gen Xers to cut through the mainstream,” Beaton says, grew up on and have fond memories of,” says “which is why producers and broadcasters often Andrew Guerdat, creator of Herman’s Head and fall back on reinventing ideas that they know writer of classic shows such as Boy Meets World have proved popular in the past.”

18

APEX MULTIMEDIA MARKET

IMAGES: NETFLIX, NICKELODEON

Classic TV shows get another run for their legacy in reboots.


EDITORIAL

PRODUCTION

Publisher

Director of Product Delivery

AL ST. GERMAIN al.stgermain@spafax.com

ALAIN BRIARD

Director MARYANN SIMSON

maryann.simson@apexmedia.aero

Managing Editor CAROLINE KU

caroline.ku@apexmedia.aero

Deputy Editor VALERIE SILVA valerie.silva@apexmedia.aero

FELIPE BATISTA NUNES

Copy Editor DEANNA DORITY

Proofreader ROBERT RONALD

ADVERTISING Portfolio Director

Digital Editor

STEVE O’CONNOR steve.oconnor@apexmedia.aero +44 207 906 2077

KRISTINA VELAN kristina.velan@apexmedia.aero

Ad Production Manager

News Editor

MARY SHAW mary.shaw@spafax.com

ARI MAGNUSSON

Research Assistant ELLA PONOMAROV

ART Art Director NICOLÁS VENTURELLI

Graphic Designer ANGÉLICA GEISSE

CONTRIBUTORS MARCELO CÁCERES, KATIE CAREY, JORGE DE LA PAZ, FABRIZIO MORRA, PAUL SILLERS, STEPHANIE TAYLOR, FELIPE VARGAS, JORDAN YERMAN

ILLUSTRATION: FELIPE VARGAS

Production Manager

Ad Production Coordinator JOANNA FORBES joanna.forbes@apexmedia.aero

Bookmark Content and Communications A Spafax Group Company CEO, BOOKMARK RAYMOND GIRARD

SENIOR VICE-PRESIDENT, PRODUCT, BOOKMARK ARJUN BASU


sponsored by

?

Website apex.aero

YouTube /theapexassoc

Newsletter apex.aero /daily-experience

Twitter @theAPEXassoc

Instagram @theAPEXassoc

Facebook /apex.aero

APEX Experience: MultiMedia Market 2018  

Read about the media trends that are affecting the content industry, the revenue possibilities of programmatic advertising, the value of tru...

APEX Experience: MultiMedia Market 2018  

Read about the media trends that are affecting the content industry, the revenue possibilities of programmatic advertising, the value of tru...