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Transformations and Looking Ahead

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AOL participated in online distribution business, not media advertising (deal-based ad revenue) ... Grow AOL audience and extend ability to monetize current ... – PowerPoint PPT presentation

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Title: Transformations and Looking Ahead


1
Transformations and Looking Ahead
  • Marcien Jenckes
  • Vice President,
  • Network Programming Operations
  • America Online, Inc.

2
The Original AOL.com
3
2002 2005 Becoming a Media Company
4
Can we transform from a dial-up ISP to a
balanced, top-ranked Web media business?
Can we reconnect with broadband-savvy consumers?
Can we really grow our overall audience with a
shrinking dial-up base?
Wont this hurt the Access business?
5
Capturing the Opportunity The New AOL.com
6
Our Expectations
  • Grow AOL audience and extend ability to monetize
    current audience across Network (AOL, AIM,
    Netscape, Mapquest and other divisions)
  • Build AOL brand and create platform for other
    Time Warner properties and launch non-linear
    branded networks
  • Make AOL more accessible to consumers in a manner
    that will drive both media and subscription
    revenue streams

7
Looking Ahead What the Future Holds
  • Participation in Content Creation
  • Video Consumption and Convergence
  • Personalization/customization

Evolving Audience
Evolving Media Landscape
  • Continuing Redefinition of Network Model (with
    share-shifting)
  • Focus on Integrated Offerings
  • New Opportunities Define and Own the Now

8
Participation in Content Creation
9
Video Consumption and ConvergenceAOL Fall Lineup
10
How Consumers View Media Choice, Convenience,
Control
  • Technology and access has created a new paradigm
    where consumers choose what they want and how
    they want it
  • What they want
  • Content, News, Stories, Fads, Gossip, Dating,
    Trends, Chats, Rants,
  • Trailers, Highlights, Shopping, Info, Advice,
    Friends, Dish, Tips, Recipes
  • How they want it
  • Personal
  • Custom
  • On demand
  • Own able
  • Sharable

11
Evolving Media Landscape
12
Integrated Offerings
  • Todays networks can no longer be restricted to
    static broadcast they must be fully-integrated,
    interactive media conglomerates that leverage
    shared programming, promotions, and technology.
  • NBC Bravo, MSNBC, MSNBC.com, Univision,
    Telemundo among others
  • Viacom CBS, Paramount, MTV, UPN, Nick, VH1,
    Paramount Syndication among others
  • News Corp FOX, Networks, FoxSports, FX, Sky,
    BskyB, StarTV, NY Post, Satellite Service, 20th
    Century Fox, publishing, among others.
  • Yahoo IM, Home Page, Fox, Launch.com, among
    others

13
The Opportunity Define and own the Now
  • Online networks must give the people what they
    want, when they want it and how they want it
    owns the now by creating a new content
    experience
  • Exploiting the capabilities and possibilities of
    network programming by using our tools,
    applications and technologies
  • Combining the best practices of broadcast,
    broadband and the web
  • Providing consumers with the content, tools and
    motivation to build and own their now

14
Capturing the Opportunity The New AOL.com
15
Transformations and Looking Ahead
  • Marcien Jenckes
  • Vice President,
  • Network Programming Operations
  • America Online, Inc.
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