Media need broadcast revenue not online
With TV losing audience numbers and potential revenue to iTunes Store, Hulu and Bittorrent how are they faring against their competitors?
We have looked into their competitors with the leader in the online space ABC Networks, with a massive lead with a larger share than all their competitors combined. This government sponsored network places it in a very similar monopolistic position similar to BBC in the UK and has the advantage of being able to allocate significant online resources without requirements for ROI.ASX Share price down by 21%au.tv.Yahoo.com (21,000/month) Unique Visitors Stats for Year up by 91% with 12 month ASX Share price down by 26%Ninemsn.com.au (428,000/month) - Unique Visitors Stats for Year up by 28%Abc.net.au (908,000/month) - Unique Visitors Stats for Year up by 0.2%Sbs.com.au (29,000/month) - Unique Visitors Stats for Year up by 31%Competitor Site ReviewsEven with its extensive reach of Yahoo, the Seven network continues to struggle for online market share, lagging behind the smaller niche network of SBS. Yahoo is following the NineMSN revenue model of branded sites for sponsors but they ensure they don't over kill the ads and use the site to promote their TV shows. SBC follows a similar model with limited onsite advertising but appears to have a much more successful layout and design for a media portal.The ABC website is the direction that the Network 10 seem to be taking their website, with minimal relevant promotion and the ability to watch full TV shows for free. The only difference is the use of screen real estate with ABC making it easier to find its Podcasts for Triple J and Network 10 hiding them below the fold.The interesting point that the millions that have been spent on building NineMSN into a online powerhouse has paid off in unique visitor figures, but they have taken the advertising model to the extreme. Its recent Transformers promotion takes over the whole frontpage with a mini animation that ends with a large promotional screen advising that Transformers is now in cinemas. This seems to be more annoying and a little too pushy to be an ongoing promotion, while this may work for one-off deals because of the intrusive nature it is likely just to irritate users.I think the biggest point to take forward to media companies is to look towards the industry leaders such as BBC and even ABC who make it easy to download, listen and share their content. There is no point fighting the battle against iTunes, Hulu & Bittorrent but I feel online advertising can contribute towards overall revenue but needs to be done right and not follow NineMSN.