CONFIDENTIAL
Supplemental Materials –
Prioritization methodology
January 18, 2006
This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced
for distribution outside the client organization without prior written approval from Highpoint Associates, LLC.
This material was used by Highpoint Associates, LLC during an oral presentation; it is not a complete
record of the discussion.
HighPoint
Associates
A SYSTEMATIC METHOD WAS APPLIED TO PRIORITIZE AND ASSESS
CATEGORIES
Next steps
1
2
3
Identify universe of
content opportunities
Key
activities
• Conduct market scan of
• Develop and apply an
Broadcast TV, other
video content, and
other relevant media to
identify all possible
genres and content
types
Evaluate all possible
permutations to identify
universe of possible
categories
initial filtering
framework to filter out
high-potential
categories from
universe of categories
Conduct
organizational
brainstorming to
identify other highpotential categories
•
Key output
Screen out high
potential
categories
• Universe of possible
content categories
•
• List of high potential
categories
Evaluate and
prioritize high
potential
categories
• Further refine
•
•
category evaluation
framework
Gather data as
necessary
Evaluate highpotential categories
and prioritize
• Prioritized list of
4
Identify specific
shows and
channels for
priority categories
• Refine category
•
•
evaluation framework
Gather data as
necessary
Evaluate highpotential categories
and prioritize
• List of channels/shows
categories
HighPoint
Associates
1
STEP 1: IDENTIFY UNIVERSE OF POSSIBLE CONTENT
CATEGORIES
By conducting a market scan of Broadcast TV and other relevant media, all possible genres and content types are identified. All potential
permutations of these are then are assessed to determine if each is a viable category. This method forces a more comprehensive
evaluation of all potential content possibilities than a haphazard brainstorming of ideas would.
Data/methodology
Sample output
Conduct market scan to identify all possible
genres/subgenres and content types
1 Genres/subgenres
Lifestyle
Restaurants
Travel
Fashion
Learning
History
Science
2 Content types
•
•
•
•
•
•
•
Unedited clips
Best-of/compilation
How to
Editorial/Commentary
Reviews/Guide/lifestyle
Documentary
Shows/movies
Etc…
Comedy
Stand-up
Movies
Mainstream
Non-mainstream
Lay out all possible permutations and assess viability of each
as a content category
ILLUSTRATIVE
Viability of permutation
Content types
2
Genre
Subgenre
Gaming
Unedited Best-of/
How to Editorial/
clips
Compilation videos Commentary
Yes
Yes
Yes
Yes
Reviews/
Guides/
Lifestyle
Yes
Food
No
No
Yes
No
Yes
Homes
No
No
Yes
No
Yes
Lifestyle Restaurants
Travel
1
Fashion
No
No
No
No
No
No
No
No
No
Yes
Yes
Yes
Yes
Yes
Yes
Etc…
Subgenres must be
chosen that will be able to
group shows with similar
salient characteristics
HighPoint
Associates
2
STEP 2A: CONDUCT INITIAL FILTER TO ASSESS FIT WITH
GROUPER STRATEGY
The universe of viable content categories is then evaluated by 1) demand and 2) production complexity. Grouper’s chosen content
strategy is to focus on content with medium complexity and medium to high demand. Therefore, all categories matching those criteria
are filtered out as “relevant categories”
Data/methodology
Sample output
Assess universe of ideas along 1) demand and 2)
production complexity to identify categories that fit
Grouper’s strategy
Categories that fit
into this space are
core to Grouper’s
strategy and must
be explored further
Initial assessment
1=low, 2= medium, 3= high
Complexity of content creation
Low
Medium
High
Current
demand
for
Medium
content
Low
Easy-to-create, “long-tail” content
not core to strategy. However,
Grouper may want to establish
structure to upload it and let the
good content “bubble up”
Associates
Production
Content type
Demand complexity
Unedited clips
1
1
Best-of/ Compilation
1
2
How to videos
2
2
Editorial/ Commentary
1
2
Reviews/ Guides/ Lifestyle
2
2
Food
How to videos
2
2
Reviews/ Guides/ Lifestyle
2
2
Full show or movie
1
2
Lifestyle Restaurants Reviews/ Guides/ Lifestyle
2
2
Full show or movie
2
2
Travel
Reviews/ Guides/ Lifestyle
2
2
Full show or movie
2
2
Fashion
Reviews/ Guides/ Lifestyle
2
2
Full show or movie
2
3
Genre Subgenre
Gaming
High
HighPoint
ILLUSTRATIVE
Out-of-scope
for strategy primarily domain
of Hollywood
Low demand niche categories not
core. However, set up structure to
allow people to post content and
perhaps discover new, compelling
types of content.
List of relevant content
categories is then filtered out
(All categories scoring 2,2 and
3,2)
3
STEP 2B: IDENTIFY RELEVANT FACTORS DRIVING THE
OPPORTUNITY - REVENUES
To get a comprehensive set of evaluation criteria, a profitability tree is built to ensure all relevant factors are considered. All drivers of
revenues are identified…
Relevant inquiries
Revenue tree
Size of total
audience
Addressable
market
# of users
x
x
–
Costs
(see next
page)
Average
impressions /
user
x
HighPoint
“Broadband
access”
Ease of reaching
target audience
“Ease of
reaching
audience”
Natural
marketability
“Virality”
Suitability for
marketing
partnerships
“Partnerability”
Amount, quality
and sufficiency of
existing content
“Space in
category?”
interested in this video category?
• Is the target demographic likely to have above or below
access to broadband (Age, education level, wealth)?
• Is the audience base discrete and easy to identify and
target?
• How receptive is the audience to this kind of content?
• How naturally viral is the category?
• How naturally “PR worthy” is the category?
x
# of views per visit
• How attractive is this category for potential traffic
partners?
• How exclusive is the potential content?
“Ability to drive
repeat visits”
# of visits
Average cost per impression
Associates
x
% of audience
able to access
broadband
• What is the total number of people who might be
Penetration
Revenues
Profitability
“Total market
size”
“Category
stickiness”
“Ad value”
• How much content currently exists for this category, and
are there still any unmet needs?
• How strong and determined are the competitors?
• How naturally “episodic” is the category, i.e. are there
natural frequencies of repeat visits (e.g. weekly shows,
etc)
• Will users likely find content within the channel related,
relevant, and compelling?
• How much “passion” is there for this category?
• How valuable is the potential viewer demographic to
advertisers?
4
STEP 2B: IDENTIFY RELEVANT FACTORS DRIVING THE
OPPORTUNITY - COSTS
. . . as well as drivers of costs.
Relevant inquiries
Cost to license necessary third
party rights
Content costs
“Content
licensing costs”
likenesses, etc.)?
• Will it cost money to secure necessary specific actors/speakers/venues
etc.?
+
Production costs
• Is it necessary to pay to use existing protected content (e.g. copyrights,
“Content
production cost”
• What are the incremental production costs in creating each content
piece?
• How much content volume is required to make the category
compelling?
+
Cost demanded from artist
“Cost of artist”
• How much additional effort and cost does it require for an artist to
produce/adapt his content for Grouper?
• How much demand/competition is there for content in this category?
Talent costs
–
Costs
+
Value of other items offered to
artist to mitigate cost
“Grouper fame
value
proposition”
• To what extent is “Fame” an important consideration?
• How much value do Grouper’s tools and services provide to creators?
• How much better is Grouper’s “Fame” solution than other alternatives?
Costs to develop necessary
name partnerships
“Cost of
required
partnership”
• How much will it cost to arrange for necessary partnerships to enable
“Production
support costs”
• How much will it cost to provide the necessary infrastructure and
“Marketing
costs”
• How much would it cost to market this category?
• What kinds of revenue shares would need to be offered to syndicate
the fame funnel?
+
Production support and
category infrastructure costs
Operational costs
+
Marketing costs/ traffic
partnerships
HighPoint
Associates
incentives to support creators?
this with other channels?
5
STEP 2C: ASSIGNING WEIGHTS – REVENUE FACTORS
Based on the degree of variability between a typical low and high value for each factor, weighting factors are assigned to each possible
revenue score. These weighting factors are then multiplied together according to the revenue tree to arrive at a revenue score.
The assumptions regarding typical high and low values for
each category. . .
. . . drive the weighting for
each evaluation factor
Assumptions
Assigned weight factors
Revenue factor
Units
Low
High
High/
Low
Ratio
Total market size
MM users
5
100
20.0
Typical value
Score for category
1
2
3
1
10.5
20.0
PRELIMINARY
Weight factor for
medium score is
straightlined
Example evaluation
x
Broadband access
% penetration
30%
70%
2.3
1
1.7
2.3
Criteria
x
Penetration
% penetration of
addressable market
0.5%
20%
Corresponding
weighting
factor
2
10.5
x
Sums to
40.0
% contribution
to penetration
Ease of reaching audience
10%
+
Virality
20%
+
Partnerability
20%
+
Space in category
50%
Components
Total market size
40.0
Assessment
1=low,
2=medium,
3= high
Broadband access
2.1
4.0
0.2
4.1
8.0
0.2
4.1
8.0
0.5
10.3
20.0
2
2.1
+
Virality
1
0.2
+
Partnerability
2
4.1
+
Competitive intensity
2
10.3
x
Ability to drive repeat visits
x
2.3
x
Ease of reaching audience
0.1
3
3
7.5
x
Ability to drive
repeat visits
Visits / month
2
15
7.5
1
4.3
7.5
Category stickiness
3.0
x
Ad value
x
Category stickiness
2
Views / visit
1
5
5.0
1
3.0
5.0
CPM
15
40
2.7
1
1.8
2.7
Revenue score
2
1.8
16,776
x
Ad value
HighPoint
Associates
6
STEP 2C: ASSIGNING WEIGHTS - COSTS
Incremental cost percentages are assigned to each score for each cost factor. Each category is evaluated along each criterion and the
results summed to arrive at a cost margin as a % of revenues. This revenue score is multiplied by (1 - cost margin %) to arrive at a net
impact score for the category.
PRELIMINARY
Cost percentages are assigned to various factors to estimate
the cost as a % of revenue each would entail
Example cost evaluation
Estimated incremental cost as a % of revenues
Score
Cost criteria
1
2
3
Cost Criteria
Licensing costs
0%
10%
20%
Assessment
1=low,
2=medium,
3= high
Corresponding
estimated % of
revenue
10%
2
Licensing costs
+
Production costs
0%
10%
20%
10%
2
Production costs
+
15%
2
Cost demanded from artist
+
Cost demanded from artist
Grouper fame value proposition
5%
0%
15%
-5%
25%
-10%
-10%
3
Grouper fame value proposition
+
Cost of required partnerships
2
Production support costs
1
15%
+
5%
+
2
Marketing costs
Cost of required partnerships
5%
15%
60%
Estimated % of revenues
Production support costs
Marketing costs
HighPoint
Associates
5%
5%
10%
15%
15%
25%
15%
25%
The revenue score is
then multiplied by (1 –
estimated cost %) to
get a composite net
impact score for the
category
Example
Revenue score
Cost %
Net impact score
16,776
60%
6,710
7
STEP 2D: APPLY MARKET SIZING FRAMEWORK TO IDENTIFY
HIGH-OPPORTUNITY CATEGORIES
All relevant categories identified in Step 2 are then evaluated using this methodology, assigned a composite score, and ordered to identify
the highest opportunity categories.
ILLUSTRATIVE
Sample evaluation output
1=low, 2= medium, 3=high
Costs
To
ta
lm
a
Br
oa rke
ts
db
Ea an ize
d
se
ac
of
ce
re
ss
Vi
ac
ra
lity
hi
ng
Pa
au
rtn
di
en
er
ce
ab
Sp
i
l
i
ac
ty
e
Ab in c
at
ilit
eg
y
Ca to d ory?
riv
te
go
e
re
CP ry
p
st
M
ick eat
va
v
in
es isits
To lue
s
ta
lr
ev
en
ue
sc
or
Sc
e
or
e
Co
nt
en
tl
Pr
ice
od
ns
uc
in
tio
g
co
n
c
st
Co
os
s
ts
st
de
m
an
de
G
ro
d
up
fro
er
m
fa
ar
m
tis
Co
e
t
va
st
l
ue
of
-p
re
ro
qu
po
Pr
ire
sit
od
d
io
pa
uc
n
rtn
tio
n
er
s
s
M
u
h
p
ip
ar
po
s
ke
rt
tin
co
g
s
co
ts
To
st
s
ta
lc
os
ts
as
%
O
of
ve
re
ra
ve
ll
co
nu
m
es
po
si
te
sc
or
e
Revenues
High/low ratio 20.0
% contribution
Subgenre
Content type
Spoofs, parodies, and embarrassing
Stand-up
Food
Medium demand sports (mostly non-mainstream)
Travel
Home improvement
Food
Homemaking
Restaurants
Home improvement
Cartoons
Medium demand sports (mostly non-mainstream)
Homemaking
High demand sports (mostly mainstream)
Homemaking
Food
Machinema
Cartoons
Stand-up
Anime
Home improvement
Travel
Spoofs, parodies, and embarrassing
Machinema
Reality TV
Anime
Machinema
Hobbies
Machinema
World news
Short, recurring skits/sketches
Short, recurring skits/sketches
Recurring, edited TV shows
Editorial/ Commentary
Recurring, edited TV shows
Hosted shows/ guest interviews
Instructional / Guides/ How to videos/ reviews
Instructional / Guides/ How to videos/ reviews
Recurring, edited TV shows
Instructional / Guides/ How to videos/ reviews
Short, recurring skits/sketches
Hosted shows/ guest interviews
Hosted shows/ guest interviews
Editorial/ Commentary
Recurring, edited TV shows
Hosted shows/ guest interviews
Instructional / Guides/ How to videos/ reviews
Recurring, edited TV shows
Hosted shows/ guest interviews
Recurring, edited TV shows
Recurring, edited TV shows
Instructional / Guides/ How to videos/ reviews
Hosted shows/ guest interviews
Recurring, edited TV shows
Short, recurring skits/sketches
Short films
Short, recurring skits/sketches
Recurring, edited TV shows
Editorial/ Commentary
Recurring, edited TV shows
2
2
2
2
2
2
2
2
2
2
2
2
2
3
2
2
1
2
2
2
2
2
2
1
2
2
1
1
1
2
2.3 40.0 40.0 40.0 40.0
10% 20% 20% 50%
2
2
2
2
2
2
2
2
2
2
2
3
2
2
2
2
3
2
2
3
2
2
2
3
2
3
3
2
3
2
1
1
2
2
1
2
2
3
2
2
1
2
3
1
2
2
3
1
1
2
2
1
1
3
1
2
3
3
3
1
2
2
1
1
1
1
1
1
1
1
1
2
1
1
1
1
2
1
1
1
1
1
1
1
1
2
2
1
1
2
2
2
3
2
2
2
3
3
3
3
2
3
2
2
3
2
3
2
2
2
2
3
2
3
2
2
3
3
3
2
2
2
2
2
2
3
2
3
2
3
2
2
2
1
2
2
2
2
2
2
2
2
2
2
2
2
2
3
2
1
7.5
5.0
2.7
3
3
3
3
3
3
2
2
3
2
2
3
3
3
3
3
3
3
3
3
3
2
3
3
2
2
2
3
2
3
3
3
3
3
3
2
3
2
2
2
3
2
2
3
2
2
3
2
2
2
2
2
2
3
3
2
3
3
3
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
3
2
2
1
2
2
2
3
1
2
3
2
3
2
22,318
22,318
24,664
19,972
17,626
19,021
13,976
13,172
14,798
12,374
9,988
24,659
13,391
11,229
14,798
11,983
6,148
10,575
10,575
9,151
11,983
7,588
10,575
5,238
5,448
11,740
3,484
3,690
2,968
6,353
1 0%
2 10%
3 20%
0%
10%
20%
5%
15%
25%
0%
-5%
-10%
5%
15%
25%
5%
10%
15%
5%
15%
25%
1
1
1
1
1
1
1
1
1
1
1
2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2
2
3
2
3
3
2
2
3
2
2
3
3
2
3
3
1
3
3
3
3
3
3
3
2
3
1
3
2
3
2
2
1
1
1
2
2
2
1
2
1
2
2
1
2
2
2
2
2
1
2
1
3
2
1
3
2
2
2
1
3
3
3
2
3
3
3
3
3
3
3
3
3
2
3
3
2
3
3
3
3
3
3
3
3
2
2
3
2
3
2
2
2
3
1
2
2
2
2
2
2
2
2
3
2
2
2
2
2
2
2
2
2
2
3
2
2
1
1
2
2
2
3
2
3
2
2
2
3
2
2
3
2
2
3
2
1
2
2
3
3
2
2
1
2
2
1
2
1
3
2
2
2
2
3
2
2
2
2
2
2
2
2
2
2
2
1
2
2
2
2
2
2
1
2
2
1
1
1
3
55%
55%
60%
60%
60%
65%
55%
55%
60%
55%
45%
80%
65%
60%
70%
65%
35%
65%
65%
60%
70%
55%
75%
50%
55%
80%
35%
45%
35%
70%
10,043
10,043
9,866
7,989
7,050
6,657
6,289
5,927
5,919
5,568
5,493
4,932
4,687
4,492
4,440
4,194
3,996
3,701
3,701
3,660
3,595
3,415
2,644
2,619
2,452
2,348
2,265
2,029
1,929
1,906
Order by
composite
score
HighPoint
Associates
8
STEP 2E: SUPPLEMENT FILTER RESULTS WITH RESULTS
FROM ORGANIZATIONAL BRAINSTORMING
HighPoint
Associates
9
STEP 3A: DEVELOP CRITERIA TO EVALUATE PRESCREENED
CATEGORIES
1.
Audience – Proven appeal for the genre (either online video, or in analogous
formats if not currently covered in online video)
2.
Content bias – Lend themselves to creation of unique content, because of
incomplete coverage of the market or an inherently creative category
3.
High interactivity – Drive high per-user interactivity - These categories or content
types tend to drive repeat visits and deep interaction due to being a) episodic or b)
after a high-passion audience
4.
Format – Can be effective in short-form (< 5 minutes/ clip) to promote virality and
easy syndication with traffic partners
5.
Cost – Are relatively inexpensive to produce legally (does not infringe copyrights,
minimal third-party licensing costs necessary, low production costs)
6.
Unique – Online video can add something new and compelling to the experience
that is not possible in mainstream video (e.g., interactivity)
HighPoint
* The universe of potential categories has been prescreened through a combination of qualitative and quantitative methods to
identify only those with the highest potential for online video
Associates
10
STEP 3B: GATHER DATA AS AVAILABLE TO COMPLETE
EVALUATION
Search term
Millions of views (all-time)
470
Top 5000 videos
346
Music video
269
Top 2000 videos
102
376
Top 1000 videos
283
Comedy
222
80
Top 100 videos
307
240
Sex
191
68
274
199
Gaming
152
55
202
159
Trailers
132
57
200
154
Cars
122
51
161
134
Cats
113
51
157
128
News
105
45
130
107
Dogs
90
42
0
50
Note:
HighPoint
Associates
Source:
100
150
200
250
300
350
400
450
500
Results exclude top 100 all-time videos; results include videos that contain each of the respective search terms; videos have multiple tags, so data will
overlap; video categorization based on original user description; analysis as of 12/29/2006
Youtube; HPA analysis
11
STEP 3C: APPLY FRAMEWORK AND PRIORITIZE CATEGORIES
Categories
Priority Genre
Proven
audience
appeal *
Content type
Weight
Opportunity Episodic or
for unique
series
High passion Effective in
Inexpensive
content
potential
genre
Short form
to produce
50%
20%
5%
5%
10%
10%
100% Comments/issues
1 Comedy
Comedy
Girls
2 Comedy
Comedy
Comedy
Comedy
Comedy
Movies
Hobbies/personal interest
Pets & Animals
Spectator sports
3 Movies
Entertainment
Entertainment
Entertainment
Shock/curiousity/pain
Shock/curiousity/pain
Personal
4 Music
Music
Music
5 Gaming
Gaming
Stand-up
Episodic shorts
Modeling/ model search
Funny skits/sketches
Funny performance
Parodies/spoofs
Unedited video clips
Mashups of video clips
Reenactments/parodies/spoofs
Cars
Cute/funny videos
Demonstration of skills
Trailers
Cool Tricks
Performances
Short clips
Unedited video clips
Choreographed stunts
V-logs
Alternate music video - existing music
Alternate music video - original music
Original performance
Machinema
How-to/Walkthrough
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
3
2
2
2
3
3
3
3
3
3
3
3
3
3
3
3
3
3
2
2
2
2
2
2
1
3
1
1
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
2
3
3
3
3
3.00
3.00
3.00
2.95
2.95
2.95
2.95
2.95
2.95
2.95
2.95
2.95
2.90
2.90
2.90
2.90
2.90
2.90
2.90
2.85
2.85
2.85
3.00
3.00
6 Documentary
7 Childrens
Spectator sports
8 Animation
Participatory sports
Food
Childrens
Inspirational
Episodic shorts
Editorial/commentary/sports rant
Cartoon series
Skateboarding - exhibition
Cooking/ how-to
Short film/ short skits
3
2
2
2
2
2
2
3
3
3
3
3
3
3
2
3
3
3
2
2
2
2
3
3
2
3
3
3
3
3
3
3
3
3
3
2
3
3
3
3
3
3
2.80
2.50
2.50 Which sports?
2.45
2.45
2.45
2.45
Tournaments
Surfing
Golf
Destination reviews
How-to/Walkthrough
How-to/tips
Competitions
Cartoon shorts
Anime
Mashups of travel destination
Personals
Film festival/competition
Reporting
Gadgets
Paparazzi video
1
2
2
2
2
2
2
2
2
2
2
2
1
1
1
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
2
2
2
2
2
3
2
2
1
1
2
3
2
2
3
3
3
3
3
3
3
2
2
3
3
2
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
2
3
3
3
3
1
3
3
3
2.00 Does not exist yet but could fit medium well
2.45
2.45
2.45
2.45
2.45
2.40
2.40
2.40
2.40
2.40
2.20
2.00
1.95
1.95
9 Gaming
10 Participatory sports
Participatory sports
Travel
Home improvement
Home making
11 Food
Animation
Animation
Travel
Personal
12 Short films
13 Celebrity
14 Hobbies/personal interest
Celebrity
HighPoint
Associates
Rights issues when using movie clips
Which sports?
User generated trailers?
Cost of music rights?
No hits
No hits
* 3 is defined as a top 5000 long tail over 100 million views (Youtube), 2 is defined as a top 5000 long tail over 50 million views OR a category that has been
successful on broadcast television
Source: Youtube, HPA analysis
12
PRELIMINARY
STEP 4 – CHANNEL/SHOW IDEAS – SHORT FILMS
Content types, channels, and potential shows
Genre
Content types
Short films
Short films, short clips, mashups, re-enactments
Description
Create a collection of short film channels by genre, emphasizing those where Sony Pictures has a strong presence. This allows
Grouper to leverage Sony’s unique film assets, industry connections, and ability to naturally cross market these channels to develop
a set of high-profile channels that have a strong value proposition for prosumers.
Sub-channels/
Shows
Channel
Horror channel
• Re-enactments Channel that encourages users to create
• Mashups
their own content (original, reenactment,
•
•
•
Comedy
channel
Description
based on
theme
Overdubs
Shorts
Talent search
Potential
partner(s)
“Fame” Incentive
Sony Pictures
• Inclusion in bonus content
on DVD
• Get a role upcoming Sony
or mashups). Will have access to
selected movie clips. Could be judged
(or hosted) by a category celebrity (e.g.
famous horror director, famous
comedian, action star).
movie (e.g., be “karate goon
#2” in a Steven Segal
movie)
Martial Arts/
Action channel
Other?
Online film
festival
Trailers
HighPoint
Associates
Work with film schools around the
country to create a virtual film festival.
Films are judged monthly, and winners
are sent to LA to pitch their idea to a
Sony executive
Sony Pictures
For new release movies, release select
footage and description of the movie for
users to create a trailer. Submissions
will be voted upon by viewers, and
winners will be used as actual theatrical
trailers.
Sony Pictures
• Access to Sony Pictures
executives to pitch idea
• Direct to DVD compilation
of best short films, or bonus
content on other releases
• Have your trailer shown on
TV
13
PRELIMINARY
STEP 4 – CHANNEL/SHOW IDEAS – GAMING
Content types, channels, and potential shows
Genre
Content types
Gaming - machinema
Short films, short skits, How-to/guides,
Description
Gaming channels that allow gamers to easily capture and publish gaming video online, with voice overlay. This channel could
leverage the strength of the Sony Gaming division in making it easy to upload gaming video content to Grouper, while also cross
marketing the site content to its Gamers.
Channel
Sub-channels/
Shows
Machinema
• Major games
with significant
users (WoW,
Everquest, etc)
Tournaments
• Selected
Description
Create a channel for major games that
allow users to upload video content
(show their skills, create a howto/walkthrough). Each sub-channel (or
group of sub-channels) can be anchored
by a known gaming guru.
Host one-on-one tournaments, with
games allowing brackets based on characters skills and
one-on-one
rankings. Each contest is recorded and
uploaded by a tournament “director” or
selected participant, and can be viewed
by users
Potential
partner(s)
Sony
Playstation
division, G4
“Fame” Incentive
• Become category guru
• Be featured on the Sony
homepage
• Become expert on Gaming
cable network
Sony Gaming
Division, other
game
manufacturers,
G4
• Become champion
• Be featured on Gaming
•
network or on Sony
homepage
Become a character in a
game
HighPoint
Associates
14
PRELIMINARY
STEP 4 – CHANNEL/SHOW IDEAS – MUSIC VIDEO
Content types, channels, and potential shows
Genre
Content types
Music
Music videos, competitions/talent search, Reality TV
Description
A set of channels that allows users to work with existing music content and upload new music content, with selected access to use
Sony music.
Sub-channels/
Shows
Channel
Alternate music
videos
By music genre
Talent search –
music videos
By music genre
Behind the
scenes - bands
Music Labels
By music genre
Each label, or by
artist
Description
Potential
partner(s)
“Fame” Incentive
Channel that allows users to create an
alternate music video to already existing
songs
Sony Music,
other labels
• Best alternate video will be
Undiscovered bands upload their music
videos onto site, to be judged on by
users and label representatives. Could
also be a one-on-one competition (like a
rap-off) to heighten appeal.
Sony Music,
other labels
• Winner of competition (or
Channel that chronicle the behind the
scenes activities of small unsigned
bands, or signed bands that still have not
hit it big.
Sony Music,
other labels
Give labels a chance to showcase their
music and provide “bonus” content to
their audience. Maybe a forum to help
labels allow users to help produce music
videos, especially for smaller bands.
Sony Music,
other labels
distributed by Sony Music
•
anyone with a huge
following) gets a record deal
Videographer who records
gets contract
• Signed bands may be able
to market themselves
• Unsigned bands with huge
followings of their stories
can get a record contract
• Labels can use best of UGV
clips in their music videos or
other video content
HighPoint
Associates
15
STEP 4 – CHANNEL/SHOW IDEAS – ANIMATION
PRELIMINARY
Content types, channels, and potential shows
Genre
Content types
Animation
Short films
Description
A channel that allows animators to upload their content, which can then be discovered on Grouper. Sony can include winning
cartoons as bonus content on DVD releases of animation movies. Could also partner with Cartoon Network to run a show of
compilation of winning entries.
Channel
Sub-channels/
Shows
Cartoons
Description
Users upload user created cartoons and
cartoon series
Potential
partner(s)
Sony, Cartoon
Network,
Children’s
channels
“Fame” Incentive
• Get on a Sony animation
DVD as bonus content.
• Direct to DVD “best-ofGrouper” cartoons
• Be on Cartoon network
“best-of-Grouper” show.
HighPoint
Associates
16
STEP 4 – CHANNEL/SHOW IDEAS – COMEDY
PRELIMINARY
Content types, channels, and potential shows
Genre
Content types
Comedy
Stand-up, Short recurring skits/shows, Parodies/spoofs, Situational comedy
Description
Channels focusing on comedy. Huge potential if extremely broad appeal of comedy can be effectively addressed. Very competitive
space, and an effective and compelling partnership is critical in order to convince producers to post on Grouper instead of the many
other options available.
Sub-channels/
Shows
Channel
Stand-up series
Episodic shorts
Description
Potential
partner(s)
“Fame” Incentive
Comics upload a short stand-up skit.
Winners are voted upon by users.
Comedy
channel,
Comedy clubs
• Win a spot at a comedy
Producers upload episodic shorts
Comedy Central
• Series with huge viewership
club
will receive weekly spot in
the lineup (potentially
between major shows)
Producers create and upload funny skits
or sketches
Comedy Central
• Interviews
• Commercials
Users develop parodies or spoofs of real
life situations (e.g. using real interview
footage with overdub, making a
commercial on an absurd protect, etc)
Comedy Central
• Pets
• Babies
• People getting
Users submit funny home videos
America’s
funniest home
videos
Funny
skits/sketches
Parodies/spoofs
Funny home
videos
• Winning short will be shown
between major shows on
Comedy central
• Winning short will be shown
between major shows on
Comedy central
• Winners will be show on
“America’s funniest home
videos” show
hit in the n***s
HighPoint
Associates
17
STEP 4 – CHANNEL/SHOW IDEAS – HOBBIES/ PERSONAL INTERESTS
Content types, channels, and potential shows
PRELIMINARY
Genre
Content types
Hobbies/personal interests
Reviews/guides, short clips, mashups, interviews, editorials/commentary
Description
Individual channels for hobbies and personal interests which attract a significant following.
Channel
Cars
Sub-channels/
Shows
Description
Potential
partner(s)
• Car reviews
• Pimp my ride
• Car show
A channel for car enthusiasts to talk
about cars and for the rest of us to learn
about cars
Auto
manufacturers,
men’s networks
coverage
•
tech
conventions
How to’s (e.g.
how to install a
hard drive)
show “Pimp my ride”
• Become a featured car
• Become car correspondent
instruction
• Gadget reviews A channel to talk about gadgets
• Coverage of
• Become featured in TV
reviewer on a TV car show
• How to fix a car
Tech gadgets
“Fame” Incentive
for news show
Tech
companies,
computer
magazines,
Spike TV, other
men’s TV show
• Become tech correspondent
for a news show
• Have a “gadget minute” on
a men’s TV network
Others?
HighPoint
Associates
18
STEP 4 – CHANNEL/SHOW IDEAS – MODELING/ GIRLS
PRELIMINARY
Content types, channels, and potential shows
Genre
Content types
Modeling/ Girls
Short clips, mashups, Talent search
Description
A number of channels that feature attractive women competing to become a model for a major brand
Channel
Sub-channels/
Shows
Girls
• Hot model
search
Description
Have girls submit modeling videos of
themselves. Monthly winners can be
voted on by users, or by page views.
• Runway model Have girls submit compilations of
search
themselves modeling clothes
Potential
partner(s)
“Fame” Incentive
Hawaiian
Tropics, Beer
companies,
Men’s
magazines,
Fashion
magazines
• Become a “Hawaiian
Fashion
magazines,
Clothing brand
companies
• Become a runway model
• Become a magazine model
Tropics” girl or a “Bud girl”
• Get into Maxim or Stuff
• Become a runway model
HighPoint
Associates
19
PRELIMINARY
STEP 4 – CHANNEL/SHOW IDEAS – SPORTS (PARTICIPATION)
Content types, channels, and potential shows
Genre
Content types
Sports (participation)
Short clips, mashups
Description
Channels to allow people to show video of their own sports talents, or of local sports competitions
Channel
X-sports
Sub-channels/
Shows
•
•
•
•
Surfing
Skateboarding
BMX biking
Snowboarding
Description
Channel dedicated to people showcasing
their talents for action sports.
Potential
partner(s)
Brand
companies,
ESPN2, OLN
“Fame” Incentive
• Show video during TV
•
broadcast of X-sports
competitions
Be featured in the next
commercial for that brand
Others?
HighPoint
Associates
20
STEP 4 – CHANNEL/SHOW IDEAS – SPECTATOR SPORTS
PRELIMINARY
Content types, channels, and potential shows
Genre
Content types
Spectator Sports
Editorial/commentary
Description
A channel to allow prosumers to give their commentary on their favorite sports team, or niche, high-passion sports. Subchannels/shows must be narrowly enough targeted to be able to draw an audience and not compete with mainstream sports
coverage.
Sub-channels/
Shows
Channel
Editorials/
Commentary
•
•
•
•
•
•
Football
Basketball
Baseball
Hockey
Pro & college
Other?
Description
Recurring commentary on specific teams
or niche sports
Potential
partner(s)
CBS Sportsline,
ESPN, ESPN2,
OLN
“Fame” Incentive
• Become an internet
commentator for network, or
website
HighPoint
Associates
21
STEP 4 – CHANNEL/SHOW IDEAS – CELEBRITY REPORTING
PRELIMINARY
Content types, channels, and potential shows
Genre
Content types
Celebrity
Interviews, editorials/commentary
Description
A set of channels that allows users to work with existing music content and upload new music content, with selected access to use
Sony music.
Channel
Sub-channels/
Shows
Celebrity
reporting
Description
Users giving commentary on celebrity
news and happenings. Users vote on
best celebrity reporter.
Potential
partner(s)
Sony, E!
Entertainment
“Fame” Incentive
• Be a red carpet
correspondent
• Be an internet reporter for
news shows or
celebrity/fashion shows
HighPoint
Associates
22
STEP 4 – CHANNEL/SHOW IDEAS – LIFESTYLES
PRELIMINARY
Content types, channels, and potential shows
Genre
Content types
Lifestyles
How to guides, Reviews, short clips
Description
Set of channels that give instruction and commentary on various lifestyle categories
Channel
Sub-channels/
Shows
Food channel
• Cooking
instruction
Home-making
• Tips on how to
keep a home
• Video reviews
Travel
of travel
destinations
Home
improvement
• How-to guides
on how to fix
your house
Potential
partner(s)
“Fame” Incentive
Show that has a featured chef with a
weekly series on how to cook something
Shows could be thematic, (e.g. “Cooking
Healthy with John Doe”)
Food Network
• Become featured chef of
Create recurring series with homemaking
tips.
Fine living
Users can upload video reviews of their
travel destinations
Travel channel
Users can upload how-to guides on how
to fix up a house. Could do series
according to a theme (e.g., how to redo
your kitchen – step 1: cabinets, step 2:
floor, etc…)
HGTV
Description
Food Network
• Get a segment on the
Martha Stewart show
• Have review featured on the
Travel Channel
• Have series featured on
HGTV
Others?
HighPoint
Associates
23