[opendtv] Re: Twang's Tuesday Tribune (Mark's Monday Memo)
- From: Tom Barry <trbarry@xxxxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Tue, 11 May 2004 23:16:33 -0400
> The fact is that you need a new copyright, also, if you add content.
I think we could safely assume that if they went to the trouble to
create multi-object content for the purpose of overlaying variable
product placement they would also (at least by the second try) manage
to get their legal ducks in a row in the IP issues. ;-)
The technology and infrastructure isn't really in place but I still
expect it will be a booming industry, if only to nullify Tivo's. I
wouldn't be at all surprised to see gaps left for advertising audio
inserts also.
"Frankly, my dear, I'll go have a Coke" (to Scarlet O'Hara)
- Tom
John Willkie wrote:
> Tom;
>
> As a business, you then need to balance the additional revenue over the cost
> of putting the new content into the essence streams, then the cost of new
> prints.
>
> The fact is that you need a new copyright, also, if you add content. Not if
> you subtract content. Subtracting a box of Post Toasties in a
> breakfast-table scene because the advertising contract expired just won't
> happen. Remember, many marquee directors get final cut of their product.
> They'd have to be rehired to put in a new spot.
>
> Talk about workflow ...
>
> John Willkie
>
>
> -----Original Message-----
> From: opendtv-bounce@xxxxxxxxxxxxx
> [mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of Tom Barry
> Sent: Tuesday, May 11, 2004 5:54 PM
> To: opendtv@xxxxxxxxxxxxx
> Subject: [opendtv] Re: Twang's Tuesday Tribune (Mark's Monday Memo)
>
>
> It adds marketing options. One advertiser may only want to have a
> dated product placement with a short shelf life and you can now sell
> that cheaper, knowing you can sell something completely different on
> the reruns or the DVD.
>
> - Tom
>
> John Willkie wrote:
>
>
>>Updated? On what planet?
>>
>>The REASON that ADVERTISERS participate in PRODUCT PLACEMENTS is simple:
>>pay once, the "commercial" runs each time the show is shown, and the
>
> message
>
>>is part of the environment. It sure worked for "Reese's Pieces" (E.T.)
>>because Mars didn't want to pay to advertise M&Ms.
>>
>>So, to what advantage would you offer "placers" these short term
>
> placements?
>
>>It's like a commercial, but more expensive?
>>
>>John Willkie
>>
>>
>>
>>-----Original Message-----
>>From: opendtv-bounce@xxxxxxxxxxxxx
>>[mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of Manfredi, Albert E
>>Sent: Tuesday, May 11, 2004 7:12 AM
>>To: opendtv@xxxxxxxxxxxxx
>>Subject: [opendtv] Re: Twang's Tuesday Tribune (Mark's Monday Memo)
>>
>>
>>
>>
>>>Oh please. People have been crowing about MPEG4 object layers
>>>for what,
>>>almost 6 years. I have yet to see anything widespread
>>>materialize that
>>>is anything but a glorified one-off show-floor demo.
>>
>>
>>Perhaps true, but I think Tom had an interesting concept there.
>>I've been wondering how ad placements in the program can be
>>updated when the program is rerun. If the embedded ads are to
>>function as revenue makers, they need to be updatable, right?
>>This would be a way of making the ads useful for more than just
>>the first airing of the content. Better targetting of ads is
>>an added bonus.
>>
>>Bert
>>
>>
>>
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