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Learning Team Integrated Marketing Communications (IMC) Plan and Presentation
Pages 4 (1004 words)
Market assessment and strategy The exact trajectory of the online video market is difficult to determine due to the dizzying innovation that is happening in the industry. Being still in its nascent stage, the internet video is still in its formative stage compared to the traditional 70 year old broadcast TV where its format and presentation is already established.
Hastings, an industry expert noted that “we are becoming like them in doing some originals and they are becoming more like us in creating an on-demand interface like HBO Go," which allows viewers to watch channels on the Web and on mobile and tabulate devices” (Coyle, 2012). This comment however is not without merit because close analysis in the industry shows that online video is going that way. Already, Netflix, the dominant player in the online video industry premiered its first scripted show Lilyhammer and House of Cards which was originally aired on Fox (Coyle, 2012). Hulu also premiered its own documentary show Battleground in February followed by Up to Speed which is a documentary about the ignored monuments of American cities (Coyle, 2012). Even Yahoo which was originally known as a search engine and email provider launched Electric City an animation series produced and voiced by Tom Hanks. Netflix, the industry leader is already operating under the assumption that TV and internet is converging with TV networks already experimenting on of going online for its shows to be seen in the internet and handheld mobile devices (Coyle, 2012). ...
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