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纪录片制造商专业流媒体的机会的泰德·希望
Ted Hope on Opportunities at Specialty Streamers for Documentary Makers
亚马逊制片厂的制片人兼前电影共同负责人泰德·霍普（Ted Hope）为纪录片电影业提供了希望，同时在周二在丹麦文档Fest CPH：DOX讨论流媒体机会。及其一系列题为“重新分配：经济”的会谈，该会议旨在探索新的经济模式，这是在占据全球经济不平等的性质的同等性质之后。希望说，希望建立他们的受众以及针对特定观众的专业平台。然而，他警告说，大型球员更喜欢大规模吸引力的纪录片。迎合专业受众的利基平台的扩散为更加独特的票价提供了更大的机会。要认识到的关键因素是流媒体对“以低价点为目标受众”的需求，他强调。 “这基本上是效率的方程式。彩带的最有价值的受众群体类型是新的观众成员。您如何吸引新朋友进入平台？那些不仅对某事充满热情，而且实际上以可预测的方式表现出热情的人，还精确地是为了获得这一收购。 “这不是损益，而是客户获取。虽然纪录片可能不花很多钱，而且他们可能会将特定的新受众带入该平台，但彩流人必须与特定的受众不太大，并且他说，将必须确保可以保留类似或相关的内容。埃德（Ed），“全球流媒体业务与策划无关，不是关于发现的，而是要添加围绕特定标题的价值。这是所有电影中的一个美好梦想，但这与该业务有很大的不同，因为全球流媒体的业务与客户获取有关，最好的做法就是让人们做同样的事情。”界面，希望，希望指出，“全部旨在促进闪亮和新的。”他解释说，该算法并没有给您更多您想要的东西。这更多的是设计一个系统来使每个人都像他们得到的东西一样，而不是得到他们喜欢的东西。这会导致最广泛的受众偏见，这又导致了更多概念性和高概念的票价，例如“老虎国王”（Tiger King）甚至是“我的章鱼老师”。“尽管这些节目或电影在某种程度上受到称赞，但您看到他们的目标显然是广泛的观众。这不足为奇。当然，这是Netflix的业务NES的目标。”“作为创作者，这对我们来说是一个超大的挑战，”他补充说。“我们如何继续强调质量，影响，对一个由八个全球流媒体主导的世界的独特性和区别，他们都试图吸引最广泛的受众？”他补充说，当具有策划，发现和价值增强价值的次级平台起作用时，他补充说，去年从亚马逊辞职并准备加入亚利桑那州立大学的雷鸟全球管理学院将于今年秋天在洛杉矶共同领导一项研究生课程。
Ted Hope, producer and former co-head of movies at Amazon Studios, offered a glimpse of hope for the documentary film industry while discussing streaming opportunities at Danish doc fest CPH:DOX on Tuesday.
The discussion was part of the festival’s CHP:Conference program and its series of talks entitled "Redistribution:Economy," which seeks to explore new economic models in the wake of the COVID pandemic that has laid bare the unequal nature of the global economy.
Documentaries stand to benefit from both big global streamers that are constantly looking to build their audiences as well as from specialized platforms targeting specific viewers, Hope said. He cautioned, however, that the big players prefer documentaries with mass appeal. The proliferation of niche platforms catering to specialized audiences is offering greater opportunities for more distinct fare.
One of the key things to recognize is the streamers' need for a “targeted audience at a low price point,” he stressed. “That’s basically the equation for efficiency. The most valuable type of audience member for a streamer is the new audience member. How do you attract new people to the platform? People that are not only passionate about something but have actually displayed their passion in a predictable way, are ripe precisely for that acquisition.”
Hope emphasized how different the business goals of streamers are from the world of exhibition. “It’s not profit and loss so much as customer acquisition. Drilling down to what that means I think reveals a lot.”
While documentaries may not cost a lot and they may bring on a specific new audience to that platform, streamers have to contend with the fact that that a specific audience is not very large and will have to ensure similar or related content is available in order to retain them, he said.
“The question then becomes, is documentary itself a strong enough cohort to allow the multitude of titles to keep somebody on that platform.”
He added, “The global streaming business is not about curation, it is not about discovery, and it is not about adding value around a specific title. That’s a nice dream that all cinephiles have, but it’s something much different than that business because the business of global streaming is about customer acquisition and the best way to do that is to get people to all do the same thing.”
The interfaces, Hope noted, “are all designed to promote the shiny and the new.” The algorithm is not giving you more of what you actually want, he explained. It’s more about designing a system to make everyone like what they get, not get what they like.
That results in a bias for the widest possible audience, which in turn leads to more conceptual and high-concept fare, such as “Tiger King” and even “My Octopus Teacher.”
“As much as those shows or films have been lauded to some degree, you see that what they’re aiming for is very clearly a wide audience. It’s not surprising. That is of course Netflix’s business goal.”
“That’s a super big challenge for us as creators,” he added. “How do we continue to have an emphasis on quality, on impact, on uniqueness and distinction in a world that is dominated by eight global streamers and they are all trying to get the widest possible audience?
“How long will it take till we actually start to care about the retention of those customers and matching people with the right things?”
That is when a secondary platform with curation, discovery and value enhancement comes into play, he added.
Hope stepped down from Amazon last year and is set to join the faculty of Arizona State University's Thunderbird School of Global Management to co-lead a graduate program in Los Angeles this fall.
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发表于 2022-7-5 09:02:58
发表于 2022-8-31 17:48:10