CBSSports.com’s success with March Madness on Demand (MMOD), with nearly five million unique viewers utilizing the video player, is reverberating through the broadcast business. On Wednesday, FCC Commissioner Robert McDowell cited MMOD as an example of how media companies can flourish in the expanding marketplace. "As technology and consumer tastes rapidly change, traditional media companies are trying to adjust their businesses in an effort to retain and grow their audiences. In fact, a motto of this new media marketplace could be 'Innovate and adapt, or die,'" said McDowell. For Jason Kint, CBSports.com senior vice president, general manager, the final stats on Web watching are now gathered with planning for how to put this intelligence to good use to begin this summer after a well-deserved break. What’s the core lesson learned? “The lesson is not to be concerned about cannibalization [of the TV viewership]. The big at-work audience is complementary, not cannibalistic with live video. The point is to bring content to viewers wherever they are, whenever they are,” Kint says. According to Kint, the streaming stats demonstrated this by how the opening Thursday/Friday contests showed peak traffic. “The numbers went down in the prime time, anytime this was available on TV,” he adds. The numbers from Nielsen Online showed that a commanding majority of the viewers at NCAASports.com – some 92% - watched from work. While online revenues for MMOD double the previous dollars hitting $21 million, the exposure gained proved to be a bargain. “The numbers were far and away above what we anticipated. We overdelivered this year (for advertisers),” says Kint. The challenge ahead is how to turn this year’s breakthrough into a regular feat. For Kint, there’s plenty of market intelligence to mull over as his team begins plans. “We’re going to take a break for a few months, then reengage. We have lots to work with here," he says. "This year, we had a few tricks up our sleeve that we knew, if played well, would bring much growth. Well, we still have a few more cards we’ll be pulling out for next year. © Copyright 2006-2009 sportsvideogroup |