The future is with viewing of VR applications
Kateryna Dmytriieva, General Director at MK Media Group and General Producer at MeetMinds Studio, notes that technology has marked a BEFORE and AFTER stages and will continue to change the consumer experience.
How have evolved the business of MK Distribution during the last months? Which are the most recent deals you’ve made?
Over the last few months, MeetMinds Studio (the production of MK Media Group) has been engaged in post production of the puppet show “Mouse Science” for children aged 4-7. We are very happy with the outcome: we have created a bright funny picture in order to attract young viewers to the screens and, in the meantime, answer the question “Why do parents forbid to do these or those things?”, which is very important at this stage of the children’s development. At the same time with Mouse Science, we launched “Materials for Life” (26×7 min). The show is devoted to a mega relevant topic – the history of interaction between man and a specific material, what these relations led to and what are the ways to solve the well-known problem of waste recycling. “Materials for Life” is to be completed on 29 December, 2017 (non-theatrical educational rights for the first episodes have already been sold to Sweden Swedish Film AB), and in the new year we are going to start new projects. Some ideas have already been selected, so 2018 will be marked by really new challenges!
Which is your view on the industry, and the emerging new genres?
I have been working on TV for 7 years, which is not such a long time, but this period has become very indicative for the industry. In my opinion, its development can be divided into two stages: BEFORE the introduction of Digital and AFTER. MK Media Group remembers very well the BEFORE stage, when linear TV dominated, every production or TV channel was aimed to get or create a new unique idea to eclipse its competitors. The best quality was HD! Each player was on its own, clearly knew its audience, the genre it works in, that is, the players were focused on positioning and the content itself.
Then there was a crisis of ideas, the way of life accelerated – it was time to move the TV industry in a different way. HD, Full HD, 4K, 8K … 360, AR, VR. It is time for technologies and the world has turned over! There was a very qualitative and quantitative competition, which put the viewer, namely the millennials, on the first step of the pedestal. Now we see the trend as strong market players merge with even stronger ones eventually forming powerful conglomerates, which in fact divided the TV and Digital markets.
Millennials are a generation spoilt by the industry, their attention needs to be constantly won, so:
- videos have become shorter, for example, as serialized web and YouTube segments, from 6 to 10 min;
- the packages on conventional cable and satellite TV, as well as on OTT platforms (Netflix, Amazon) have become “compact” and targeted to reduce their cost and make them more affordable;
- the creators of content keep close contact with the end user, conduct in-depth analyzes to make the content and advertising as personalized as possible;
- the companies focused on reaching the widest possible audience, which can only be done via Internet streaming channels: innovative platforms such as Virtual Reality or 360 video, OTT, VOD platforms, Mobile and so on.
The conclusion is as follows: the BEFORE stage was characterized by the uniqueness of the content and its presentation, while the main feature of the AFTER stage is Technologies! Now, first of all, it is important how you deliver your content to the viewer, otherwise, no matter how qualitative and interesting it is, nobody may not see it. The future is with viewing of VR applications through mobile devices at any location, wearable technology that interacts with other screens and devices also creating an increasingly personalized experience for their owners, customizable viewing options for hyper-targeted content, advertising and brands.
How has change the industry the appearance of online platforms and multi-viewing, towards the monetization of content?
Recently, television networks tend to search for in-season stacking rights with great interest. Struggling for exclusivity and ownership of the unique content, the networks buy from producers several seasons in advance, supplementing the purchase of television rights with the whole digital package. In this case, the rival platforms are unlikely to be interested in the same product if it is available on the platform/website of the TV network. While television and some digital players work in a flat fee or minimal guarantee models, most platforms still adhere to the revenue share model. There is an opinion that by 2020 the whole industry will have switched to the revenue share. I immediately have the question, “Are there any risks for content platforms at the time when content producers are betting everything?” Time will show.
Which are MK Media Group’s goals for the rest of 2017?
By the end of 2017, MK Media Group wants to launch a unique edutainment programs and factual films on topics that the viewer has little or no knowledge of at all. Also having opened this year a new direction of the company’s activity – Production Service (pre and post production, video advertising), we are going to gather a very strong team and raise the level of production even higher.