Monetizing Tip: Engage Multiple Audiences with your Live Event
April 06, 2015 by Chuck Baker
Monetizing Tip: Some events lend themselves well to engaging multiple audiences. You can target these audiences during the live presentation with differently branded streams, perhaps even in multiple languages. In this case, if you use microsites to present your live events, you would make as many microsites as you have target audiences, each with different branding and perhaps even different sponsorship. When you multipurpose content at production time, you multiply the potential income you can make from a single event.
One example: for the Nik Wallenda Grand Canyon tightrope walk event, broadcast and streamed live, Discovery Channel wanted to go beyond their English-language audiences to engage with their Portuguese- and Spanish-language viewers around the world. Broadcasting five versions of the event simultaneously, in three languages with custom branding for each specific regional audience brought the viewership to over 13 million, one of the largest audiences ever for a Discovery Channel production. The high viewership plus ad packages tailored for each region in turn increased the revenue potential for the event. How Discovery Channel and production partners Mobile Studios did this is covered in our Discovery Channel SkyWire Live customer story.
After the live event, on-demand also offers similar opportunities for engaging different audiences who may be interested in the content, and multiple sponsors. Again, you can create multiple on-demand microsites, each with unique branding, and different sponsors. Repurpose content after the live event to continue the revenue stream from work you have already done.
Depending on how far you may want to go with repurposing your content, you may wish to adjust your production methods to account for this. With a proper production setup and workflow at the live event, there can be more than one version of the show streamed live, and also more than one version recorded for later on-demand use. This can be as simple as recording a clean version of the program output during the event. Then in post-production you can make multiple on-demand versions of the show. We have a video tip from Ryan L’Esperance of the John Lennon Educational Tour Bus on how to get a clean program output from the TriCaster for such use.
Alternatively, with TriCaster or 3Play’s IsoCorder feature, you can record multiple raw camera feeds of the event during the live production. This would allow for completely new mixes of the video and audio from the live event, rather than just rebranding over the original mix. With this technique, you can create any number of custom shows from one live event. Just as one example, for sports this might include game highlight packages and coach or player spotlights, including replay and slow motion from multiple angles, to really get at the action in detail.
The more revenue streams you can create from each event that you do, the better for your production business. Getting the most out of each item of content that you create is essential for survival and profitability as a digital content creator. The well-known commandment for success, “Make it count,” gains a few words in the Digital Age: “Make it count as many times as possible.”
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