DIGITAL KEYNOTE 2010 INTERNATIONAL CONFERENCE. What is AETN?
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Transcript of DIGITAL KEYNOTE 2010 INTERNATIONAL CONFERENCE. What is AETN?
DIGITAL KEYNOTE2010 INTERNATIONAL CONFERENCE
What is AETN?
About AETN
“A&E Television Networks (AETN), a joint venture of The
Hearst Corporation, Disney-ABC Television Group and
NBC Universal, is an award-winning, international media
company offering consumers a diverse communications
environment ranging from television programming, to
home videos/DVDs and music CDs, to Web sites, as well
as supporting nationwide educational initiatives.”
-- Excerpted from AETN.com, company’s corporate web site
What is AETN Digital Media?
About AETN Digital Media
“AETN Digital Media is a leading provider of digital
content for properties including History, Lifetime, A&E,
Biography, Roiworld, DressUpChallenge, Lifetime Moms
and MothersClick. More than 13 million unique visitors per
month engage with the company’s digital brands across
14 properties, and millions more consume the content via
syndication, social media and mobile. Combined with the
reach of the A&E Networks, AETN Digital Media provides
sponsors an unrivaled opportunity to reach all
demographics with a powerful, singular-branded
experience across all platforms.”
Positioning AETN…
• To provide different types of media content
• To reach our audience on platforms they choose
• To capture sponsorship $$$ as ad media mix changes
• To capture new revenue streams
• To thrive in a world with low barriers to entry for media businesses
We are a media company, not a cable company, and are changing with the evolving media landscape.
So more than a website…
PROPERTIES
HistoryChannel.com: December, 1996
AETV.com: December, 1996
LifetimeTV.com: October, 1997
1.5MM unique visitors
3.4MM unique visitors
3.8MM unique visitors
1.7MM unique visitors
Source: Omniture, April, 2010; traffic is not “de-duped”
1.9MM unique visitors
175K unique visitors 1.2MM unique visitors
PERFORMANCE
AETN Digital Avg. Monthly Unique Visitors
0
2
4
6
8
10
12
14
16
2007 2008 2009 2010
UN
IQU
E V
ISIT
OR
S (
Mill
ion
s)
Sources: Omniture and Google Analytics; Includes traffic to all AETN Digital consumer facing domains.
2007 2008 2009 2010 Change7.5 Million 8.8 Million 11.6 Million 14.0 Million +87%
AETN Digital Avg. Monthly Page Views
Sources: Omniture and Google Analytics; Includes traffic to all AETN Digital consumer facing domains.
2007 2008 2009 2010 Change54.3 Million 80.5 Million 136.2 Million 146.0 Million +169%
0
25
50
75
100
125
150
2007 2008 2009 2010
PA
GE
VIE
WS
(M
illio
ns)
AETN Digital Avg. Monthly Video Streams
Sources: Omniture, Brightcove and Lightningcast; Includes traffic to all AETN Digital consumer facing domains.
2007 2008 2009 2010 Change7.3 Million 9.3 Million 16.8 Million 25.0 Million +242%
0
5
10
15
20
25
2007 2008 2009 2010
VID
EO
ST
RE
AM
S (
Mill
ion
s)
Competitive Landscape
Source: Nielsen Net//Ratings (US only) – March 2010
1 FOOD 9,405 6%2 SPIKE 6,671 -9%3 MTV 5,481 1%4 E! 5,380 79%5 NATIONAL GEOGRAPHIC 3,631 -20%6 HGTV 3,249 1%7 COMEDY CENTRAL 2,841 -6%8 LIFETIME 2,069 8%9 HBO 2,062 21%
10 BRAVO 1,903 36%11 VH1 1,803 -20%12 DISC CHANNEL 1,677 -5%13 HISTORY 1,664 6%14 DIY NETWORK 1,584 4%15 CMT 1,394 -15%16 SYFY 1,322 -33%17 USA 1,234 38%18 TRAVEL 1,210 -17%19 TBS 916 36%20 SOAPNET 905 17%21 A&E 881 18%22 SHOWTIME 881 -12%23 BET 815 76%24 TNT 765 6%25 G4TV 756 -31%26 FX 736 57%27 BIOGRAPHY 724 43%28 TRU 681 -28%29 TLC 670 -45%30 DISC HEALTH 607 -45%
RANK SITE
MONTHLY UNIQUE
VISITORS
% GROWTH VS PRIOR
YEAR
AETN Digital Media 2010 Revenue
vs. FORECAST
SALES $$ +6%
BUSINESS DEVELOPMENT
$$ +20%
TOTAL $$ +8%
2010 Revenues Forecasted: $20MM
Note: Includes revenues through April 30, 2010
PROPERTIES
History
• Site re-launched Feb. 25 in Beta; official launch at “America” premiere
• Accurate, trusted and authoritative … using a scalable topics-based approach and with multimedia (4,000+ videos, 2,500+ photos) unlike Wikipedia
• Site structure aligns with network’s “History Made Every Day” slogan
• History Behind the Headlines joins This Day in History as key franchises
• Ultimate History Quiz launched in March
Bio.com • Significant opportunity to relaunch as trusted, authoritative source for information and data on
people (dead or alive)
• Data-driven approach structured for scalability like History.com with
hundreds of data points (e.g., names, locations, dates, etc.)
• Leverage Biography channel’s immense video archives
• Embedded video player resulting in views up +170% year-over-year in April
• Hundreds of mini-bios in production for use on new site and
syndication opportunities
Lifetime
• “The ultimate source for entertainment, escape and play”
• Broad content offering expands linear brand and reaches new, younger audience; online 39.9 vs. television 46.4
• 74% of 2009 site traffic in non- programming verticals, including Games, Sweepstakes & Contests, Beauty & Style and Entertainment
• Yet also leverage programming assets effectively
• 550,000 Project Runway fans on Facebook
A&E
• Site programming-focused to market linear channel
• Video views increased 77% year-over-year
• In 2009, majority (70%) of streams were full episodes
• Mobile apps launched
• Future opportunities include:
• Live events/stunts
• Leveraging talent more
• Providing greater access
• Expanding games offering
Roiworld
• Launched in English in Feb 2009
• Averaging more than 2 mm UVs and 75 mm PVs per month
• Avg. time spent of 25 mins/visit • 800,000 registered members
• Monetizable via advertising, sponsorships and virtual goods
• Design partners include ABS, Norma Kamali, Ports 1961, Kenneth Cole, and Juicy Couture
• Social gaming features launched in March; new levels in June
DressUpChallenge
• Virtual makeovers/clothes
• Nearly 900,000 registered members
• Avg. time spent of 29 mins/visit
• Launched virtual goods store in April featuring limited edition collectibles
• Launched “Fashion Improv” in May – multi-player, real-time, social game embedded in Facebook
Lifetime Moms and MothersClick
Lifetime Moms• Launched mid-2009• Honest, real conversations by moms for moms• Relevant, on-brand bloggers
− 15 channel leaders− 85 affiliates who
provide ad inventory• Generates 11MM ads/month• Promotional platform to desirable audience
MothersClick• Social networking site focused on moms and topics related to their lives, interests
MOVING FORWARD TOGETHER
AETN Digital Working with International
• Produce content and functionality at scale that International JVs can leverage for their markets
• Utilize existing workflow processes to create custom content unique to your markets
• Continue to benefit from shared infrastructure cost savings and planning
• Focus on content development/ownership with no rights restrictions outside the U.S.
• Continue to improve communication and act as sounding board for research, questions, etc.
THANK YOU!
Evan Silverman(212) 424-0944; [email protected]