amazon’s deal with top gear trio indicative of global trend August 24, 2015Posted by nicholas gill in Uncategorized.
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Article in M&M Global I penned on the content streaming trends and the impact of Amazon Prime signing the former Top Gear trio Clarkson, Hammond and May.
The former Top Gear presenters, Jeremy Clarkson, James May and Richard Hammond, signing up with Amazon is a real coup. Not only does it make a firm statement of the brand’s intent to go toe-to-toe with Netflix on original content, but it also continues to signal a shift away from traditional content providers.
We’ve already seen actors and directors wanting to work for organisations like Sky because they offer greater creative freedom and are able to take more risks because of their advertiser and subscriber funded model.
We’re now seeing the (currently) ad-free subscription streaming services take this to another level with original content also being distributed in a way that plays straight into our desire to time-shift our way of consuming content – they understand their audience and, like any clever brand, are designing their products to meet their customers’ needs, rather than the other way around.
Binge watching is now the norm and an entire generation has become used to watching every series and even the entire canon in one extended sitting rather than waiting a week to see the cliff-hanger resolved.
Spotted an opportunity
This change in consumer behaviour was also in evidence when Amazon Prime stepped in in response to a petition by fans of the BBC TV series, Ripper Street, to bring the show back for a third series. With the BBC not listening, Amazon spotted an opportunity – marking the first time that a subscription-based video-on-demand service became the main backer of an established TV show.
While we often hear the populist ‘TV is dead’ argument, it couldn’t be further from the truth. We are watching more TV than we ever used to. But across more devices and in different ways, for example, in the UK 11% of our daily total video consumption is now ‘playback TV’ and 67% is live TV (source: 2014 ThinkBox). While quality output is still winning, people will keep watching.
The shift in ways of consuming content is more evident in the US than in the UK where pay per view is further established and where breakthrough content such as Kevin Spacey’s House of Cards, which literally dropped overnight, has enabled fans to consume the entire show’s opening series in one supersized gulp followed by cult viewing such as Orange is the New Black.
But the approach works hand in hand with traditional superpowers like HBO continuing to invest in cinematic scale and quality series such as Game of Thrones which continues to stick to the traditional model and make people wait for series finales. And who can argue with the global viewing figures and Emmy awards for dragons, swords and Peter Dinklage?
Yet the streaming services are also attacking the bête noire of almost every television viewer – the mid series break. Sure, your PVR will pick up on it again when it comes back but you’ve forgotten, fallen out of love again. And then it stacks up on your PVR not watched list. The mid-series break feels outdated and with the technology we are now used to, it feels like the equivalent break in the film when they had to change the reels. I still haven’t watched the second half of Gotham because of this.
But, back to talent poaching. Having the former Top Gear trio on-board gives Amazon a real string to its bow, and it will undoubtedly have an impact when it comes to people choosing between streaming services.
It will be interesting to see how many of the global Top Gear audience follow Clarkson, May and Hammond and choose to sign up to a subscription based model rather than relying on free broadcasting. And also how the new Chris Evans-helmed Top Gear on the BBC will compete in content and viewing figures.
In my view this move has the potential to have a major impact on the growth of Amazon Prime in the immediate future – and it is a trend we’re likely to see in numerous markets around the world – as long as the content is up to scratch.
say hello to your little friend – travel light August 11, 2014Posted by nicholas gill in business travel, gadgets, nomad, nomadkey, technology, Uncategorized.
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I’ve been doing a lot of business travel recently and one of the major pains is carrying all the leads and power cables for your various devices. So it was pretty timely that the guys at Nomad asked me to try out their new Nomadkey – a USB cable that’s well, key sized.
It’s small (yes, key sized), rubberised material and bendy and flexible. It fits snugly on your key ring or just in the many pockets of your bag. And it’s nowhere near as bulky as your phone charger. I travelled with both for a couple of trips because without phone power, you become paranoid but I left it at home the last couple of times. I seem to take my laptop with me so it’s easy just to plug it into that or the TV USB in the hotel room that I discovered on this.
It’s great. I use it all the time at my desk too rather than fiddling around with many wires and sockets.
I haven’t yet used the credit card version but I’m off again soon so will give it a whirl and update.
Thanks to Olivia at Nomad. I have not been paid for this post.
never lose your stuff again July 25, 2013Posted by nicholas gill in Uncategorized.
Tags: app, crowdfunding, digital, innovation, tile
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I get sent a lot of press releases, seemingly at random and often with content that is is so wildly removed from anything I do that I often want to send made up press releases back. And then there are the gems. The ones that actually make me go, “oooh, I’d like that”. Things that are new and interesting and have a purpose. Things that use technology in interesting ways rather than just because. And also, they use my name rather than just, “hey blogger”, or nothing, or worse, “hey bluurb.”
Tile. It’s a tiny tile. That fixes or fits into things. It emits a signal using low energy blue toothy internetty things and you can find it using your smartphone or tablet. We’ve all lost our bag, keys, laptop and more at some stage. Just track them down using the Tile app. And if your stuff has gone beyond 100ft, i.e. not just been buried in the kids toys, you can use the Tile community passively to find your lost or stolen gear.
Originally a crowd-funded idea, it’s proved so popular it’s now shipping globally with over $2.6m orders in the bank.
Thanks to Lucy for sharing. I have not been paid for this post.
I am certified January 2, 2013Posted by nicholas gill in Uncategorized.
Tags: career, get mentoring, just ask gill, mentor
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I am certified. Some of you may have thought I should have been long ago but for different reasons. You may also remember the Just Ask Gill project. Well, since I pressed pause on that, I still find myself helping out folk informally and on one of my frequent work-related trips to the ‘dam, I saw an ad about training to be a mentor. And you could do it online. For free. So I did. And now I am a certified Mentor and a member of the Institute of Enterprise and Entrepreneurs as a result. I now have to help someone formally through one of the mentor channels on the IOEE or MentorsMe. I’ll keep you posted.
frijj swamp soccerettes – mad, but good February 27, 2010Posted by nicholas gill in facebook, frijj, richard pittham, swamp soccerettes, syzygy, Uncategorized.
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I’ve always thought drinking Frijj was like drinking gloopy, chocolatey mud. And now with their sponsorship of Soccer AM, they’ve created the Swamp Soccerettes. Girls, mud, football. Mad, but what’s not to like? And a bit of augmented reality thrown in too.
The campaign comes alive in the Facebook space, so much more than the microsite which is essentially transaction of the on-pack code. A fine, muddy example of creating an experience that you can continually explore and get muddier as you go deeper into the campaign. And topical too with the Terry/Bridge content.
Here’s the proper version of what the campaign is all about on the Syzygy site. And big shout to me old mucker Richard who looks after this and other cool stuff at the unpronouncable and even harder to spell Syzygy.
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buy me, it’ll improve your life February 26, 2010Posted by nicholas gill in nicholas gill, Uncategorized.
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Get me on your T. Not my doing but I like. All sorts of thoughts going off on this.
Thanks to Mike for discovering.
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