May 302006

The Digital Distribution Business Model © Peter Giles 2006.

Recorded live and unedited during the LAMP lab in Perth in May 2006 in front of the seven teams developing emerging media projects.

Keren Flavell “If you can get traffic, interest in your property, create a community and measure it…that is a really compelling argument to get funding…the advertisers want to reach people who are interested in a specific subject/product”. Peter covers a large part of the brand, business models and distribution ‘new revenue’ landscapes in this talk and begins by referring to the simple things such as getting your ‘name’ right in the global mix, so that you are able to effectively take part in the long tail phenomenom, “Mass audience to global niche audiences”. He plays a short excerpt of Chris Anderson explaining the long tail concept and shows other examples of recent successful models such Artic Monkeys, Michael Moore web 2.0 applications, MySpace, JibJab, Lego cross-branding and Rocketboom.

Peter says today’s model is primarily getting audience share as cheaply and effectively as possible – by understanding and using social networks and the blogosphere but also by being unique and viral. Once these audiences are in place then it is far easier to monetize and bring in advertising interest. Another important area of digital distribution is being heard in the noise. Peter talks eloquently about the findability and consistency of branding at each point of entry that the user makes into your service. He then talks about the easy ways to increase your exposure and chances of being found by highlighting the key web 2.0 (user publishing, collaboration & democratized distribution) services such as blogs, podcasting, RSS and many more. He continues by talking about the four ‘m’s’ (citing Ken Rutkowski) as a way to think about the business development of your digital property. Move people, Manage them, Monetize them and most crucially Measure them – really understanding how the audience have used your service/s is critical now. He finishes by pointing out that it is critical to adopt a combination of methods (web 2.0 and others such as search optimisation) and use the cross-media paradigms that permeate peoples lives now – much of the new ways to get your digital property into the marketplace are relatively cheap or even free and should not be overlooked.

All LAMP podcasts are also published through the iTunes store.

PETER GILES – Head of Digital Media, AFTRS

Peter has worked as the Head of the Digital Media Department since 1998 and has established Australia’s leading postgraduate and professional programs in Visual Effects, Interactive Media, Broadcast Design and Computer Animation. The Department has produced short films that have won both Australian and international awards for artistic and technical excellence.Prior to joining the AFTRS Peter worked as Digital Media Manager for Metro Screen where he initiated programs to develop the skills of new and emerging filmmakers. He managed a wide range of innovative production workshops in partnership with organisations including the Loud Youth Festival, IBM, the Australian Film Commission, the NSW Film and Television Office, ABC Online, SBS TV, the Performance Space, the Australian Centre for Photography and the Australian Network for Art and Technology.

Peter has developed digital media curriculum and taught workshops at the University of Sydney, the University of Technology, Sydney, Griffith University and the Queensland University of Technology in Brisbane.

Over the past 15 years Peter has produced projects for radio, television, film and interactive media. His video artwork has been exhibited at the Museum of Modern Art in New York, the Museum of Contemporary Art in Sydney and the Institute of Contemporary Art in London.

Peter is a well known commentator on digital media and is currently the Chair of the Sydney Chapter of ACM SIGGRAPH, the leading computer graphics industry body.

Perth 12 May 2006
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