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Sustainable Development TVSDPIs Web-TV Initiative

1

Dr. Vaqar AhmedIDRC TTI Cape Town Meeting 19th June 2012

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New York Advertising Creative(NYAC) started online television

drama and soap opera in 1995

The management refused to

cater through its own resources

The management succeeded in

getting venture capital from

APPLE and VISA

Through this capital NYAC was

able to attract contemporary

artists and performers.

2

History of Web TV

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During the course of soap opera the

Web TV was receiving 100,000 hits a

day

Audience was able to live-post their

comments

Writers had ease in shifting plot lines

due to readily available audience poll

Parsimony in reaching targeted

audience - no matter if you are late inreaching home

Parsimony in attracting targeted

advertisers

Tagging issues over blogs much easier 3

History of Web TV - 2

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With the coming of broadband

bandwidth, speed and availability ofquality videos was certain through:

Streaming

Podcasts

You Tube, Vimeo and Daily Motion

launched their services allowing Web

TVs to have their pages and access

mass advertisements

By 2006 we had independent

producers selling their output to Web

TVs

Social media further slashed outreach

challenges for Web TVs4

History of Web TV - 3

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By 2008 Hollywood embraces WebTV

ABC and NBC allowed programs

with niche interest over web e.g.

sci-fi These were self-created, self-

produced, and self-financed

programs which these channels will

webcast

The beginning of cross-channel

distribution

Programs graduating from web to

cable 5

History of Web TV - 4

d d h ?

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Viewers visiting website had little time to

register, read and give their feedback on our

publications

Even in case of policy briefs hits did notimply impact

With videos we discovered that people were

posting comments faster than the usual

peer-review process 6

How SDPI discovered this?

www.sdpi.tv

http://www.sdpi.tv/http://www.sdpi.tv/

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Step 1: Develop internal core production facility

Step 2: Synchronize output with research projects

Step 3: Networking with target audience

7

SDPI Web TV Beginnings

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Current Affairs

DocumentariesStructured

Programs

8

Areas of Activities

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Video Packages in episodes Triangular stories

My view

Opponents view Third party judgment

Synthesis

Following packages produced faster than cable TV

Prime Ministers Zero Hunger Program

Rio +20

9

Potential of Various Tools

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Merging Development 3.0 tools Pre-Budget and Post-Budget Debate in Pakistan

Research Findings

Outreach Seminars Social Accountability Tools

Sustaining Interest in Political Economy Discourse

Youth Groups

Women Groups

Minorities Groups

10

Potential of Various Tools - 2

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Setting up Cost Structure (%)

Personnel, 56

Operating

Exp., 5.7

Communicatio

ns, 0.2

Stationary, 1.1

Equipment, 36

Other, 1.7

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Challenges of Training Manpower Per person training = USD 5000

Need for competitive salaries otherwise

retention problem Deregulation of media has created demand

Dedicated web team required for managing

web-TV site

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Human Resource

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Invitation to think tanks to think digitally

Focus on value for money

Focus on sustainability of digital strategy

Think branding!

15

Conclusion

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