Hyperdistribution KUAMs content delivery infrastructure via the Web
Hyperdistribution KUAM’s content delivery infrastructure via the Web, TV and mobile phones Jason Salas
Yeah, I’m a marketer, too…
What is Hyperdistribution? • KUAM’s philosophy for managing digital & interactive media – – Creation Distribution Sharing Maintenance • A clever play on words… – Content delivery through hypermedia – Volume of our content, publishing & traffic
Mission Statement “Guam’s best news, information and entertainment – anytime, anywhere, on any device. ”
A bit of history… • KUAM is Guam’s most influential media company • KUAM. COM is Guam’s most recognized online brand • We’re not the people that brought the Web to Guam…we’re the people that made it work • Technical excellence & guerilla marketing drive our position • We’ve met audience approval & critical acclaim
Site Metrics • Launched in 1997, redesigned in 1999 & 2002 – Cosmetic, Infrastructure, Functional, Marketing • 2. 4 million page requests per week – – • • • 16, 500+ news stories 5, 700+ search queries per day 27, 000+ pictures posted to Familiar Faces 3 GB of video, 1 GB of audio, 300 MB of PDFs 68% of traffic from off-island Average session is 12 minutes, 33 seconds Users average 2. 7 sessions per day Multimedia / multiplatform / multidevice RSS traffic now exceeds web traffic
Secrets to our success? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Branding Integration Cross-Promotion Innovation Evangelism Philanthropy We really love media We hire very smart, very passionate people We know how to make money We’re crazy enough to try anything once
Next-Gen Online Marketing
Goals for any web project • Marketing – Presence – Reach – Revenue opportunity • Usability – – Rich experience Ease of navigation Deep interactivity Breadth of access • Technical – – Performance Scalability Security Cross-browser compatibility
KUAM’s goal • We’re changing the way you access, use, store and share media
Mainstream Media Challenges • Strategy decay across platforms – Print has been dying for years – Radio’s business model is horrendous – TV starting to head down the same path • Emergence of user-generated content • If Content is King… – Presentation is Queen – Delivery is Prince
The Semantic Web • Attaches meaning to web content – Tagging • Blog posts • News stories • Audio/video clips – Sharing • RSS feeds for your tagged items – Microformats • Ensures data reusable across applications • Creator/consumer collaboration – Remixes, mash-ups – The Read/Write Web
Serving the Long Tail
Introducing KUAM Interactive Our 2006 multiplatform content delivery strategy
KUAM Interactive On-Air. Online. On Demand.
KUAM Interactive • Rich content over a variety of digital devices • Leverages multiple platforms – TV Radio Web Desktop Mobile VOD • Access beyond the browser – Portable media – Time-shifting – Developer access • Deliberate data fragmentation • KUAM becomes platform as well as destination • Creates new monetization opportunities
KUAM Interactive KUAM Wireless KUAM. COM KUAM Broadband KUAM Interactive KUAM Web Tools KUAM Desktop
KUAM Interactive • KUAM. COM – – – – • News Search Blogs Familiar Faces Participatory Journalism Calendars MSNBC. com / MSN. com Etc. KUAM Broadband – – – – VOD Streaming Podcasting Free music High-res imagery Google Video i. Tunes Music Store • KUAM Wireless – – – – • KUAM Desktop – – • Ringtones Wallpapers WAP PDA SMS MMS Streaming E-mail news IE/Firefox Toolbar Custom podcatcher Konfabulator widget KUAM Web Tools – – RSS SOAP services Headlines import tool Developer’s Kit
Platform Strategies
Integrated Marketing TV The Web Mobile Phones
“KUAM: The Rundown” • Streaming Media Player – Flash-based, browser-resident – Plays back video & displays high-res imagery • User Interface – – Embedded media player Clip navigation Search Ad rotator • Customizable experience – Default behavior plays entire newscast sequentially – Clips added, deleted or re-sorted in your playlist – Create, share your playlist
Video Share Service • Sites place a KUAM-branded media player on their page(s) – One-time addition to your code • Player synchs with KUAM. COM – Content is self-maintaining • Portable player lacks full features of The Rundown – Can’t do playlists or RSS feeds
Video On-Demand • Diversified content – – – News, sports & series Special productions Comedy skits Editorials Musical performances • Webcast Archive – Streaming presentations • Hybrid podcasts – MP 4 video and MP 3 audio downloaded asynchronously • Branded, preloaded podcatcher client
Mobile Video • Rich video streamed to mobile handsets – Cell phones – PDAs – PSPs • Access KUAM News wherever you are • Mutually beneficial partnership with wireless providers & ISPs – KUAM gets exposure – Partners get retail revenue • Sale of high-end handsets • Airtime
Internationalization • Multilingual translation engine renders news content in languages other than English – Chamorro – Tagalog – Japanese
Developer Access • Data opened up to programmers • Remix KUAM – Build cool tools & new value • News apps, search utilities, media galleries – Personal, professional, academic • Eliminates “walled garden” development • Harnesses collective intelligence • License Key required – Authenticated at runtime – Limited number of queries per day
Distributing Devices • We can’t send content to users if they don’t have digital devices • Get consumer tech in people’s hands/homes – PSP, i. Pod, Xbox, high-end cell phones, PDAs, HDTV, DVRs, satellite receivers, wireless routers, broadband Internet access
Exhibits to take away • Download! – Slides and MP 3 audio of today’s talk • www. jasonsalas. com • Get involved! – KUAM. COM Beta Community • www. kuam. com/researchanddevelopment • Register! – KUAM Developer Network • jason@kuam. com
Thanks for interacting! Email: jason@kuam. com Web: http: //www. kuam. com Blog: http: //www. jasonsalas. com Skype: jasonsalas
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