Distribuição de Vídeos - Clutter

Para nosso acompanhamento e reflexão (clutter)

Sony lança rede de distribuição de vídeos

A Sony anunciou na quinta-feira que lançaria um site de distribuição de vídeos no Japão na sexta-feira, o que marca o primeiro passo do grupo de eletrônica e entretenimento para contestar o serviço YouTube, do Google. A News Corp. e a NBC Universal anunciaram no mês passado que também lançariam sites gratuitos de vídeo este ano, à medida que as empresas de mídia convencional se esforçam por competir no setor de vídeo online.

A Sony espera introduzir o novo serviço, chamado eyeVio, também no exterior, mas disse que primeiro desejava avaliar a recepção a ele em seu mercado de origem, antes de definir um cronograma para lançamento internacional. "Isso é parte da revolução silenciosa de software da Sony", disse o presidente-executivo do grupo, Howard Stringer, em entrevista coletiva. "Trata-se de uma oportunidade de transmitir um vídeo gerado pelo usuário em qualquer lugar que este deseje, para qualquer pessoa, em ambiente protegido", disse Stringer.

Ao contrário do YouTube, que atraiu críticas por supostamente tolerar a pirataria e é alvo de um processo no qual a Viacom solicita indenização de um bilhão de dólares por violação de direitos autorais, a Sony anunciou que monitoraria de perto o conteúdo de seu site. Um modelo como esse atrairia empresas que desejam divulgar conteúdo e proteger sua imagem, disse Takeshi Honma, porta-voz da Sony. "Acreditamos que exista uma necessidade de um lugar seguro e limpo em que conteúdo possa ser divulgado com imagens protegidas", disse Honma.

No começo do ano, o Google concordou em veicular alertas em japonês no YouTube, sob os quais os usuários são aconselhados a não enviar ao site vídeos protegidos por direitos autorais. No ano passado, a empresa removeu cerca de 30 mil arquivos em vídeo de seu acervo a pedido de empresas japonesas de mídia. Os usuários também poderão selecionar quem poderá assistir ao conteúdo que colocarem no site da Sony, e por quanto tempo essa autorizarão será válida. O site será gratuito para os usuários, mas Honma disse que a Sony esperava que no futuro ele viesse a gerar receita por meio de publicidade e parcerias com empresas de mídia.Fonte: Reuters

ABC, the Most Cluttered of Them All
Airs More Than 15 Non-programming Minutes Per Hour
Published: April 24, 2007

NEW YORK (AdAge.com) -- Have you wondered why the commercial breaks during "Grey's Anatomy" or "Lost" seem especially long of late? It could be because ABC was the leader of MindShare's annual clutter report, which says the alphabet network logged 15 minutes and 38 seconds in total non-program minutes per hour in 2006, up a bit from its 15:26 total in 2005.

The survey, done in conjunction with TNS Media Intelligence, calculates the total commercial minutes and additional non-program materials, which often include programming plugs and other in-house spots.

CBS has the least clutter
The runner-up among the Big Four was NBC, with 14:58 of total non-program minutes, clocking in two seconds below the average of 15 non-program minutes. Rounding out the study were Fox with 14:40 and CBS with a positively trim 13:51.

On cable, MTV had the highest total of non-programming minutes among the 10 networks profiled in the study, with 16:09. It had a considerable lead over its three closest competitors, USA (15:48), Lifetime (15:47) and Discovery (15:40).

Now in its 10th year, the Clutter Watch also included Spanish-language networks in its data for the first time this year. Only Telemundo had a clutter average of 15 minutes, while Futura averaged 11:10 and Univision 12:15.

TV ad clutter has come a long way since a 1983 NAB mandate that forbid any commercial total to go past 9:30 during any given hour of programming. But as the networks have created more pods with more commercials, they're also finding ways to to make sure viwers don't ignore the extra ad time. Fox and CW have started running "content wraps" and short interstitials that weave the network's program with a marketer's message, while the MTV Networks have their own short programs called "podbusters" to insert during shows such as "Best Week Ever" on VH1 and the Thursday night male-targeted comedy lineup on MTV.

Ms. Solomon was pleased to see an increased effort on the networks' part to decrease the airwave pollution. "It doesn't fight against clutter, but it helps with the response to clutter by helping retain people in the commercial break." What will help networks continue to fight the good fight against clutter, Ms. Solomon added, is when they see commercials as part of the programming, as they do during the Super Bowl.

Buyers notice
Having a high clutter count doesn't go unnoticed by the buyers, either. While ABC's tally may seem staggering to some, Andy Donchin, director-national broadcast at Carat, said he thought it would have been higher when presented with the numbers by Ad Age.

"Clutter is always something that concerns us," he said. "Obviously network television is important to us. Everyone is looking toward this level of keeping viewers engaged to commercials. They're top of mind on the radar screen."

Mr. Donchin, for one, has been ready to have the clutter conversation for quite some time. "Now, obviously, networks are going to be held liable against this move toward commercial ratings. But the bottom line is there was too much clutter on the air 10 years ago."