Mobile as Part of a Multiplatform Strategy for Broadcasters

Toronto-based cross-platform digital broadcaster GlassBOX runs Bite, an interactive specialty channel, and AUX, a music channel devoted to emerging artists. In this interview, Adrienne Clapperton, Director of Digital Platforms at GlassBOX, discusses how mobile fits into the broadcaster’s content distribution strategy.

Q: Bite is aimed squarely at the coveted 18-34 male demographic. What’s been your experience in terms of which types of content dobest? What sorts of things have you learned in terms of engaging with that demographic over the 4 years you’ve been broadcasting?

A: News, sports, comedy and music are the big ones. And yes —content that features women. However, I think we are seeing a bit of a shift as the phones become more sophisticated and used as a medium to consume content, it won’t just be about girls in a video, but something with more of a story, and with a little more substance. With streaming capabilities becoming better as well, we are seeing not just short content being consumed/watched. This demographic wants what they want. As a producer of content the key is to be mobile enough to shift when trends change.

Q: Bite is an example of a digital cable channel that holds a broadcast license, but also with a strong online presence and mobile as well. Which of those do you consider to be the core property? Does the online presence drive cable viewership, or the other way around? And where does mobile fit into what you do?

A: We think of all platforms as equal. There is not one which is considered a core property. I think for us the term television is sort of synonymous with content. Generally speaking, we don’t produce or acquire content for one platform, it needs to work for online and mobile too. Traditionally maybe television has held more
clout, but in our case we look at the content as the ‘core property’ and the platforms are merely the ways in which we engage our audience. Sure, the online presence drives cable viewership, but this is true of our mobile presence driving to our online and television viewership as well, that has always been our goal, each platform
feeds of each other.

Q: How do you present content differently (or the same) and engage viewers on each of those platforms? What have been some successes or frustrations you’ve experienced along the way in terms of trying to leverage each of those platforms?

A: For the most part, we present our content the same on each platform. The only difference is that in some cases, a 24-minute show will be broken into four parts to suit the carriers’ requests. The mobile platform is probably the most frustrating in terms of escalation. We know the mobile market is strong and profitable in Europe, Asia and in the US, and yet in Canada we still see only moderate growth. We know this generation wants to consume content of every medium they engage in, but until data packages are competitive and affordable, we (in Canada) will continue to trail
behind and have dismal profits in comparison.

Q: Can long-form television content be segmented and cut up and be successful on the mobile platform?

A: Yes and no. At GlassBOX everything is produced with not only mobile distribution in mind so it makes it a little easier. I think the way things are going, it’s not going to matter – the consumer will be streaming half-hour episodes more frequently and the ‘cutting-up’ won’t be an issue.

Q: What sorts of content and/or technology partnerships is Bite looking for? How should independent producers approach you, and what types of things are you looking for?

A: First and foremost, remember that GlassBOX (AUX and Bite) is different from most other broadcasters in one very significant way: You can approach us. There is contact information on our sites, we encourage you to send an email if you would like to set up a meeting. As an independent producer of content, you have real opportunity with us. Do you want pitch a show or build a Bite/AUXrelated iPhone app? Great, come and talk to us about your ideas.We want to be a springboard for the young talent in this country.

Q: GlassBOX recently launched AUX, a multiplatform channel devoted to “emerging and diverging” music. What’s the strategy for the mobile arm of the channel? Do you have any plans to sell music-related content specifically for mobile?

A: AUX is already available on mobile carriers in Canada and distribution agreements for North/South America & Europe are currently in the works. The mobile strategy is essentially the same as Bite - we produce content that will work on all platforms. Music-related content for mobile has always performed well, but even moreso right now. Carriers, aggregators and distributors definitely want music-related content as a significant portion of their offering – they are looking for something new and different in this space.

Q: AUX has put some interesting partnerships together to create or license original content (with CBC Radio 3, Exclaim, Alan Cross and others). Are you looking for other content or channel partners? What should people know before they approach you?

A: We are always open and interested in partnership ideas and opportunities. We’ve got a bouquet of conventional and emerging sector partnerships and collaborations - the only standard is that we’re all forward-thinking and committed to driving new media platforms together.

Q: Does Bite/AUX offer license fees specifically for mobile content?

A: We don’t do very many deals like this. Generally we are looking at content that works on all platforms. However, if the content is really engaging and relevant then we would be open to it and would decide on a case-by-case basis.
Adrienne Clapperton is Director of Digital Platforms at GlassBOX Television.
adrienne@glassbox.tv | www.glassbox.tv | www.bite.ca | www.aux.tv