Transcript Slide 1

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
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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
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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?
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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
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Rich experience
Ease of navigation
Deep interactivity
Breadth of access
• Technical
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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
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G oog le, M S N,
Y ah oo, CNE T , CNN
Blog s
L ocal Com p an ies
G ovG u am S ites
P erson al
Hom ep ag es
S ch ools
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
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KUAM.COM
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News
Search
Blogs
Familiar Faces
Participatory Journalism
Calendars
MSNBC.com / MSN.com
Etc.
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VOD
Streaming
Podcasting
Free music
High-res imagery
Google Video
iTunes Music Store
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Ringtones
Wallpapers
WAP
PDA
SMS
MMS
Streaming
KUAM Desktop
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KUAM Broadband
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KUAM Wireless
E-mail news
IE/Firefox Toolbar
Custom podcatcher
Konfabulator widget
KUAM Web Tools
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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
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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
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News, sports & series
Special productions
Comedy skits
Editorials
Musical performances
• Webcast Archive
– Streaming presentations
• Hybrid podcasts
– MP4 video and MP3 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, iPod, Xbox, high-end cell
phones, PDAs, HDTV, DVRs, satellite
receivers, wireless routers,
broadband Internet access
Exhibits to take away
• Download!
– Slides and MP3 audio of today’s talk
• www.jasonsalas.com
• Get involved!
– KUAM.COM Beta Community
• www.kuam.com/researchanddevelopment
• Register!
– KUAM Developer Network
• [email protected]
Thanks for
interacting!
Email: [email protected]
Web: http://www.kuam.com
Blog: http://www.jasonsalas.com
Skype: jasonsalas