Creating Content for the New World

Cable World, Feb 7, 2000 by K.C. Neel

Original content will become more prevalent on Internet-based entertainment sites. But that doesn't mean existing and traditional programming should be disregarded.

History would suggest that all programming can be repurposed, said David Neuman, president of Digital Entertainment Network, citing the renewed interest by consumers in old movies in the wake of VCRs. "It won't push the edge of the Internet's envelope," he said, "But it would be a mistake to count that format out altogether."

Speaking at last week's Variety Interactive Summit in San Diego, Jim Banister, EVP-Warner Bros. Online said that the success of repurposing existing content will depend on how it's packaged. Warner Bros., for instance, offers daily streaming video bits of its Looney Toons cartoons and they're very popular, he says.

But instead of just presenting the cartoons alone, they're packaged with links that'll send viewers to a site that'll allow them to buy Looney Toon products. There are also original shows built around the Looney Toon bits including lessons on animation and the history of animation, he said.

But David Wertheimer, chairman/CEO of Wirebreak.com, believes the Internet will require a new kind of content if it's to be successful.

"Let me put it this way," said Wertheimer, a former Paramount Pictures executives, "I left a good job at a major studio because I had a very strong opinion (on whether existing programming can be successfully repurposed for the Net). We should be creating product that takes advantage of the unique things that the Internet has to offer. We don't want to talk to people who've pitched their idea as a TV show and a movie and a book."

But not too unique. Barrister and former Digital Domain CEO Josh Greer cautioned against being too avant guard with content and technology. "You have to do some hand-holding with consumers," Barrister said. "That's partly why TV shows have been in half-hour and hour-long increments. If you had some shows ending at 22 minutes and others at 43 minutes, you'd have very confused consumers. You need to use the capture-and-nurture approach with them."