dgerbe1

toc

Strategy report
TO: Proximity video team FROM: Daniel Gerben DATE: September 29, 2009 SUBJECT: CBS strategy analysis

Here is my CBS.com strategy analysis. CBS.com is a competitive and dominant website that allows users to stream online. Whether Gen-Y users have to adapt to the new online content, depends how CBS can offer an efficient online content like cable companies provide.


 * Profile **

CBS.com provides digital media such as TV programs, sports, news, and games over the internet. CBS.com currently has 40.29 million subscribers. It was founded on March 31, 2005. CBS Broadcast was founded in 1927 by William S. Paley. The company separates from Viacom and reestablishes itself as CBS Corporation. Now based in New York, NY, the CEO is Leslie Moonves. CBS.com revenues come from these sources:

Ø // Advertisers // to place ads over the internet Ø // Affiliate revenues // from Showtime Networks and CBS College Sports Network Ø // Digital Media // revenues from subscribers who purchase cable or satellite

CBS Corporation has generated $13,950.40 million ending December 2008, down from $14,072.90 million in 2007. The corporation expects to increase its revenues for December 2009.


 * Competitive Landscape **

There is a major competition in the online video marketplace between CBS, ABC, NBC, and Fox. They are all similar in how their business is operated and promoted. The profitability of these large companies competes in the advertising volume, programming mix, and efficient operations. They also face smaller companies that will compete effectively with special programming that will attract a targeted audience (Hoovers 2009). The first week, CBS scores the top-rated program and premieres the most-watched new shows (Money Central 2009). This landscape can be highly competitive and is not yet clear to see one dominate the marketplace.


 * CBS.com strategy **

CBS is forming partnerships with AOL Radio and Yahoo! Music Radio, as well with mobile applications on the iPhone, iPod Touch, and select Blackberry devices. In the past month, CBS Interactive Music Group announces a leading music discovery website which connects users with music fans, bands, and artists and will launch an all new broadcast and stream online beginning October 5, 2009 (CBS Corporation). They are hoping to bring new listeners to the HD multicast frontier.


 * Gen-Y implications **

Even though CBS is a dominant and competitive force in its online streaming, they still look for ways to attract Gen-Y consumers. Since the online streaming been available they have had an enormous increase in Gen-Y users. They tend to attract more viewers by including new features such as videos, games, music, and mobile applications. I believe CBS.com biggest challenge is for them to link to the Web through their TV’s for a bigger attraction of Gen-Y users.

CBS Corporation. (2009, September 11). CBS News. Retrieved September 28, 2009 from []
 * Reference **

Hoovers. (2009 September 29). CBS Competitors. Retrieved September 29, 2009 from []

Nielsen. CBS wins the 1st week as long TV season begins. MSN Money (2009, September 29). Retrieved September 29, 2009 from []

Standard and Poor’s. (2009, September 29). CBS. Standard & Poor’s Stock Reports. Retrieved September 29, 2009, from S&P Net Advantage database.

Wikipedia. (2009, September 29). CBS. Retrieved October 1, 2009 from []

Blog proposal
TO: Proximity video networking team FROM: Daniel Gerben SUBJECT: Blog post proposal DATE: October 26, 2009

I propose that we do our Proximity blog post on the use of online streaming by our major televisions broadcasters. This post can be used to attract a new group of clients who may not yet discover the online entertainment content.


 * Rationale **

Online streaming is increasingly being used by television broadcasters to attract users to their favorite TV programs over the web. Online streaming, however, can also be used in two ways: 1) they attract others with new features such as games, music, and mobile applications and 2) they approach advertising in a different way. Many of these broadcasters still haven’t design an efficient way for users to link through the Web to make online streaming effortless.


 * Sources **

I recommend that we organize the post around __Business of Online Video__ run by a consultant named Dan Rayburn. We can embed two interesting from his site in our blog posts: []

[]

Report proposal
TO: Proximity Video Team FROM: Danny Gerben DATE: November 26, 2009 SUBJECT: Proposal for report on Comcast Comcast long dominated the cable company market in the pass. Now with its time-shifting technology towards On-Demand Online, it seeks dominance in a newly emerging market. TV subscribers will have access to any entertainment content on his/her computer, notebook and mobile handset through using a broadband connection. I propose to write a report on how Comcast On-Demand is positioning it to become an essential component in the market. In our world today, the distinction between TVs and the Internet is now joining forces to become more available. ·  Comcast subscribers will be able to remotely download video to the DVR to watch on HDTVs. ·  Comcast subscribers will be able to link in to Fandango to stream and buy premium content to watch on big screen TVs. · Fandango will also direct you to other download sites like iTunes or Amazon Unboxed to find certain content. ·  Multimedia programs can now transfer user images and videos from the desktop to HDTVs. In the market today there is still a great deal of separation between the TV and Internet which the future foresees. Not a single cable company has found the solution to combine the two technologies without any flaws. However, both the broadcast and broadband sources are bridging the gap between our TVs and PCs. Clients of Proximity who wish to target Gen-Y consumers need this report to understand the role of the unique Comcast On-Demand Online technology will play in allowing them to deliver interactive ads suited to the new video landscape. The proposed report, “Comcast Streaming Online Content,” will cover the following topics: · The convergence of broadcast and broadband entertainment; · The integration of streaming videos application on TVs; · The need for Comcast streaming online content for our next generation; · The future of interactive, contextualized advertising. The following items are key sources for the report. Biotech Business Week editors from staff and other reports. Comcast Spotlight and Mixpo Announce Agreement to Make Online Video Advertising more Accessible to Small and Mid-Sized Advertisers. (2008, October 6). Biotech Business Week, (1566). Retrieved November 24, 2009 from LexisNexis Academic. Mixpo an online advertising company serving the small and medium business market have announced an agreement with Comcast that will enable Comcast to turn existing on air video advertising to their online video advertising units. Until recently, online video advertising has been focused mostly on monetizing content for the benefit of larger advertisers with pre- or post-roll ad creative. Now, Comcast Spotlight can leverage Mixpo's platform to monetize and expand online display ad inventory for small and mid-sized advertisers. Fernandez, Bob. Comcast Prepares to Launch Online Video Player. (2009, October 21). The //Philadelphia Inquirer//, C-1. Retrieved from LexisNexis Academic on November 24, 2009. Fernandez analyzes Comcast testing with the television experience on the internet. Comcast says it will expand their services through the Fancast.com and Comcast.net websites by Janurary 1, 2010 to all of Comcast cable customers. Comcast views On Demand  Online as an extension of a cable package for customers and allows entertainment companies new sources of   online advertising. With this pursuing, Comcast is negotiating to purchase NBC Universal Inc., one of the nation's largest movie and TV studios. Parr, Ben. Comcast and Time Warner to Offer TV Channels Online. (2009, June 24). //Mashable.com.// Retrieved November 25, 2009 from LexisNexis Academic. Parr reports on Comcast unveiled a program called TV Everywhere, a set of guidelines for bringing TV shows   online, starting with programs from TNT and TBS. In many cases, Parr notes, that subscribers are going to have a monthly bandwidth cap but as HD becomes more accessible companies have to pay more to run the content. Comcast is trying a trial run on TNT and TBS to see how they set up guidelines for their consumers and TV Everywhere usage. Pilieci, Vito. Fast Forward for Net; Download Time. New Technology is 10 times faster. (2009, January 9). //The Gazette,// B-1. Retrieved from LexisNexis Academic on November 24, 2009. Pilieci reports that the Comcast broadcast and broadband will be 10 times faster than it is today. Comcast merged with AT&T in 2002 to offer these services at a reasonable price that anyone can afford. This has only set up one of the fastest and easiest internet services in the U.S and Canada. Roberts, Brian. Comcast CEO Outlines Strategy to Deliver More Content Choice On TV. //Wireless News// (2008, January 14). Retrieved November 24, 2009 from []. CEO Roberts expects to expand from the amount of television shows and movies provided now to tripling that amount with even more additional HD movies. He describes that they are trying to have more content available for the consumer with the On-Demand online feature. Comcast also plans to expand the speed of the On-Demand online content so there is no wait at all when uploading a movie. Robert explains that Fancast.com will provide consumers with an easy way to manage their entertainment experience as the number of viewing choices that are available across platforms that continue to grow rapidly.
 * Need **
 * Topics **
 * Sources **

Team conference presentation proposal
1) I think we as a team should talk about how IPTV is going to interchange with our cable companies. 2) Another topic could be how our game system are combining different applications that relate to the video perspective. 3) What do you think about the 360 degree view where you can see everything around you like your really at the scene. 4) Lastly, we can talk about how Comcast and Verizon are taking their different approaches to apply online streaming videos to their cable companies.

Sales letter and report prospectus
//paste sales letter and report prospectus here//