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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | Tim Chou(Tim Chou) | |
dc.contributor.author | Mark Trevor Boere | en |
dc.contributor.author | 白馬克 | zh_TW |
dc.date.accessioned | 2021-06-16T05:21:54Z | - |
dc.date.available | 2014-08-21 | |
dc.date.copyright | 2014-08-21 | |
dc.date.issued | 2014 | |
dc.date.submitted | 2014-08-15 | |
dc.identifier.citation | 2003, “The Marketing Plan: A Handbook” Marian Burk Wood, Upper Saddle River NJ: Prentice Hall.
2008, “Business Innovation and New Media Practices in Documentary Film Production and Distribution: Conceptual Framework and Review of Evidence”, Digital Value Lab, Ryerson University, Toronto, Canada. 2009, “Marketing Management, An Asian Perspective, 5th Edition”, Kotley, Keller Ang, Leong, Tan, Prentice Hall. 2009, “Microgeist” http://microgeist.com/2009/04/the-10-types-of-social-media-sites-you-need-to-be-on-and-why/ 2009, “Channelship SWOT Analysis”, http://www.facebook.com/note.php?note_id=119881581715 2010, “Value of Social Media Report”, http://econsultancy.com/reports/value-of-social-media-report 2014, The Organization for Economic Co-operation and Development, (p.58) http://www.oecd.org/ 2014, “Cosmos: A Spacetime Odyssey”, 21st Century Fox networks and National Geographic. http://www.cosmosontv.com/ 2014, “The Great Energy Debate”, National Geographic. http://education.nationalgeographic.com/archive/xpeditions/lessons/16/g912/energydebate.html?ar_a=1 2011, Burst Media, http://burstmedia.com/pdf/burst_media_online_ insights_2011_11.pdf 2014, Energy Information Administration, http://www.eia.gov/ 2014, “Distribution Forward: A guide to strategic self-initiated digital and DVD documentary film distribution”. 2014, “Digital Distribution Report”, Documentary Organization of Canada. 2014, “Think Outside the Box Office”, John Reiss 2013, “Selling your film outside the US”, John Reiss 2014, “Manual for Measuring ICT Access and Use by Households and Individuals”, International Telecommunication Union (ITU). http://www.itu.int/en/ITU-D/Statistics/Pages/publications/manual2014.aspx 2010, “World Population and Housing Census Programme”, United Nations Statistics Division (UNSD) http://unstats.un.org/unsd/demographic/sources/census/2010_PHC/default.htm 2010, “Core ICT Indicators”. International Telecommunication Union (ITU). http://www.itu.int/pub/D-IND-ICT_CORE-2010/en 2014, “Digital Marketing and Ecommerce Trends and Predictions”, Ashley Friedlein https://econsultancy.com/reports/digital-marketing-and-ecommerce-trends-and-predictions-for-2014 2014, “18-video-marketing-statistics“, Video Brewery, Andrew Follett http://www.videobrewery.com/blog/18-video-marketing-statistics 2014, http://www.filmmakingstuff.com/financing-movies-with-vod-sales-projections/ 2014, http://www.jonloomer.com/ http://blog.wishpond.com/post/62426468298/six-facebook-metrics-small-businesses-shouldnt-obsess http://written.com/cpm-cpc-cpa-pricing-online-media/ | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/56285 | - |
dc.description.abstract | This thesis paper examines the business of media production in the broadcast and digital film industry. There will be always a renewing demand for education, and in recent years the creation of many new forms of media for educational purposes have exploded into the marketplace. Today’s Internet technology delivers content to massive audiences with faster speed and efficiency than ever before experienced in known history.
As new generations of people are affected by the impacts of climate change, everyone living on Earth will need to adapt. A common desire for clean and sustainable sources of energy is growing, while people also yearn to be informed. How will humanity generate energy sustainably? Capitalizing on this theme, through a documentary film production, is the essence of this thesis. The business of producing and delivering educational video media has the power to positively influence and inform people of all walks of life. In particular, there is a special demand for informing and inspiring people about the solutions available to humanity’s urgent and growing energy demands. Energy technologies are evolving quickly, and these technological advancements must be shared and debated for educational and inspirational value. This paper seeks to exploit the demand and value for this knowledge through digital media distribution. Distribution of film through both traditional broadcast and modern digital methods has a proven market value. The key argument of this thesis is that marketing through digital media distribution empowers small-companies to compete successfully against large corporate players, allowing them to produce and distribute meaningful and thought provoking productions at a profit. This paper will deliver an in-depth marketing plan for a start-up film production company to create an inspirational product. The start-up company “Stone Soup Productions” is based in Taipei, Taiwan, and will collaborate with “Ethical Film Productions,” based in Vancouver, Canada, to produce a 13-part documentary film product titled “The Great Energy Debate”. The business model and marketing plan for the company will demonstrate how future digital film products will be brought to market for distribution and revenue generation. The business plan, the focus of this paper, is aimed at generating medium to generous profits through direct online distribution of digital film productions. Some reasons for why this is feasible are due to the fact that people are now more willing to pay for online content while the cost of production continues to decrease dramatically because the digital film industry and related technologies continue to evolve. The method of distribution outlined in this thesis is completely changed from the model of the past. This new business model takes advantage of what is now possible with the current state of technology. Digital film distribution through multiple sales platforms maximizes exposure, leading to increased sales, wider audiences and more efficient distribution costs. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T05:21:54Z (GMT). No. of bitstreams: 1 ntu-103-R99749038-1.pdf: 3282915 bytes, checksum: 79158e3fa82f2872af095f2166cb83ab (MD5) Previous issue date: 2014 | en |
dc.description.tableofcontents | Table of Contents
1. Executive Summary 1 2. The Company 3 3. The Product “The Great Energy Debate” 5 3.1 Historic Rundown 6 3.2 The Treatment 8 3.2.1 Purpose 8 3.2.2 “The Great Energy Debate” - Generation of Power Defined 8 3.2.3 “ The Great Energy Debate”- An Underlying Theme 10 3.2.4 “ The Great Energy Debate” - Show Breakdown 12 3.3 Show Concepts 13 3.4 Show Structure 16 3.5 Media Acquisition: 18 4. Industry and Market Analysis 19 4.1 The Market 19 4.2 “The Great Energy Debate” media elements for web distribution: 21 4.3 “THE GREAT ENERGY DEBATE” Internet Exposure 22 4.4 CONVENTIONAL MEDIA (traditional broadcast) 24 4.5 REVENUE (for traditional broadcast) 25 4.6 The Great Energy Debate - TV Series Finance Plan (Canadian): 13 shows 26 4.7 Rebranding 26 4.8 FINANCING THE PRODUCTION (for traditional broadcast) 28 4.8.1 Investment as advertising: 28 4.8.2 Corporate Grants: 28 4.8.3 Business Investment: 28 4.8.4 Tax Benefits 29 4.8.5 Web Investor: 29 4.8.6 Conscientious Investor: 29 4.8.7 Backend Loading: 30 5. MARKETING PLAN & BUSINESS MODEL 31 5.1 Digital Media Distribution 31 5.2 Digital Documentary Media 31 5.3 Digital Media Distribution 32 5.3.1 Reduced costs, increased access to target audiences… 32 5.3.2 Profits realized through the economy of scale 32 5.3.3 Trends in Documentary Distribution 33 5.3.4 Success Rate of Digital Documentary Media 34 5.3.5 Screen size affects mobile viewing trends 34 5.4 Impact of the business model and digital strategy 34 5.5 DOCUMENTARY VIEWERSHIP BEHAVIORS 35 5.6 Pioneers and Piracy… 36 6. Advantages of Digital Video 38 6.1.1 Digital Video Market Growth 38 6.1.2 Viewership Market by Region 38 6.2 VIDEO MARKETING STATISTICS 39 6.2.1 Digital Video Consumer Behaviors 39 6.2.2 Video For Social Media 40 6.2.3 Video For Search Engine Optimization (SEO) 40 6.2.4 Video For Websites 41 6.2.5 Video For Mobile 41 6.2.6 Video For Email 41 6.2.7 Examples Of Companies Harnessing The Power Of Video 42 6.3 What is the Market for Online Video? 43 6.4 DIGITAL DISTRIBUTION SALES PLATFORMS 45 6.5 Aggregators: Marketing documentaries on digital platforms… 46 7. Digital Distribution 47 7.1 Structural impact of digital distribution 47 7.2 Documentary Audience Development and Recruitment 47 7.3 Recruiting Audiences for Documentary Films 48 7.4 The challenge for producers…. 49 7.5 The new business model of digital distribution creates fast access… 49 7.6 Building on Successes 49 7.7 Non-conventional marketing: 50 7.9 PROVEN MARKETING TECHNIQUES 52 7.9.1 The Film Festival Effect 52 7.9.2 Audiences Recruiting Audiences 52 8. Processes and Strategy 54 8.1 Product 54 8.1.1 Preparing Digital Film for release: 54 8.1.2 Encoding Houses: 54 8.2 Price 56 8.2.1 Product Pricing 56 8.2.2 Cost-Per-Acquisition (the common currency of user acquisition) 56 8.2.3 Lifetime Value Number (LTV) 57 8.3.1 What is VHX? 58 8.3.2 Why focus on VHX? 58 8.3.3 Non-exclusivity… multiple platforms for distribution 58 8.3.4 Additional Sales Platforms for Product Placement 59 8.4 Promotion 60 9. Financial Analysis 61 9.1 Normalized market penetration 61 9.2 Angel Investors 61 9.3 Production vs. Marketing Budget trade-off: 61 9.4 Research Methods…. 62 9.5 Digital Distribution Marketing Metrics 63 1. Executive Summary 1 2. The Company 3 3. The Product “The Great Energy Debate” 5 3.1 Historic Rundown 6 3.2 The Treatment 8 3.2.1 Purpose 8 3.2.2 “The Great Energy Debate” - Generation of Power Defined 8 3.2.3 “ The Great Energy Debate”- An Underlying Theme 10 3.2.4 “ The Great Energy Debate” - Show Breakdown 12 3.3 Show Concepts 13 3.4 Show Structure 16 3.5 Media Acquisition: 18 4. Industry and Market Analysis 19 4.1 The Market 19 4.2 “The Great Energy Debate” media elements for web distribution: 21 4.3 “THE GREAT ENERGY DEBATE” Internet Exposure 22 4.4 CONVENTIONAL MEDIA (traditional broadcast) 24 4.5 REVENUE (for traditional broadcast) 25 4.6 The Great Energy Debate - TV Series Finance Plan (Canadian): 13 shows 26 4.7 Rebranding 26 4.8 FINANCING THE PRODUCTION (for traditional broadcast) 28 4.8.1 Investment as advertising: 28 4.8.2 Corporate Grants: 28 4.8.3 Business Investment: 28 4.8.4 Tax Benefits 29 4.8.5 Web Investor: 29 4.8.6 Conscientious Investor: 29 4.8.7 Backend Loading: 30 5. MARKETING PLAN & BUSINESS MODEL 31 5.1 Digital Media Distribution 31 5.2 Digital Documentary Media 31 5.3 Digital Media Distribution 32 5.3.1 Reduced costs, increased access to target audiences… 32 5.3.2 Profits realized through the economy of scale 32 5.3.3 Trends in Documentary Distribution 33 5.3.4 Success Rate of Digital Documentary Media 34 5.3.5 Screen size affects mobile viewing trends 34 5.4 Impact of the business model and digital strategy 34 5.5 DOCUMENTARY VIEWERSHIP BEHAVIORS 35 5.6 Pioneers and Piracy… 36 6. Advantages of Digital Video 38 6.1.1 Digital Video Market Growth 38 6.1.2 Viewership Market by Region 38 6.2 VIDEO MARKETING STATISTICS 39 6.2.1 Digital Video Consumer Behaviors 39 6.2.2 Video For Social Media 40 6.2.3 Video For Search Engine Optimization (SEO) 40 6.2.4 Video For Websites 41 6.2.5 Video For Mobile 41 6.2.6 Video For Email 41 6.2.7 Examples Of Companies Harnessing The Power Of Video 42 6.3 What is the Market for Online Video? 43 6.4 DIGITAL DISTRIBUTION SALES PLATFORMS 45 6.5 Aggregators: Marketing documentaries on digital platforms… 46 7. Digital Distribution 46 7.1 Structural impact of digital distribution 47 7.2 Documentary Audience Development and Recruitment 47 7.3 Recruiting Audiences for Documentary Films 48 7.4 The challenge for producers…. 49 7.5 The new business model of digital distribution creates fast access… 49 7.6 Building on Successes 49 7.7 Non-conventional marketing: 50 7.9 PROVEN MARKETING TECHNIQUES 52 7.9.1 The Film Festival Effect 52 7.9.2 Audiences Recruiting Audiences 52 8. Processes and Strategy 54 8.1 Product 54 8.1.1 Preparing Digital Film for release: 54 8.1.2 Encoding Houses: 54 8.2 Price 56 8.2.1 Product Pricing 56 8.2.2 Cost-Per-Acquisition (the common currency of user acquisition) 56 8.2.3 Lifetime Value Number (LTV) 56 8.3.1 What is VHX? 58 8.3.2 Why focus on VHX? 58 8.3.3 Non-exclusivity… multiple platforms for distribution 58 8.3.4 Additional Sales Platforms for Product Placement 59 8.4 Promotion 60 9. Financial Analysis 61 9.1 Normalized market penetration 61 9.2 Angel Investors 61 9.3 Production vs. Marketing Budget trade-off: 61 9.4 Research Methods…. 63 9.5 Digital Distribution Marketing Metrics 64 9.5.1 Cost per Acquisition (CPA) 64 9.5.2 Calculating CPA 65 9.5.3 Estimating CPA 65 9.6 Digital Distribution Calculations: 70 9.6.2 Assumptions for Financial Projections 70 9.7 Return on Investment (ROI) per Scenario 73 9.8 ROI as a function of CPA 74 10. Concluding Remarks 76 References 77 Appendix 80 Some Fulfilment Houses: 83 Some Encoding Houses: 83 Some Aggregators: 83 Some Platforms: 84 Other Platforms: 84 Filmmaker distribution reports: 84 Internet Movie Database (IMDB) 85 Other Useful Internet Sources: 85 Sources: Audience Development for Documentary Films 87 Leading Documentary Festivals 87 Sources on how to produce a Documentary Film Production 88 List of Definitions 89 Search Engine Marketing Glossary 94 | |
dc.language.iso | en | |
dc.title | 數字媒體的商業模式和營銷計劃
“偉大的能源辯論” 紀錄片電影製作與夥伴關係 石湯製作有限公司 | zh_TW |
dc.title | A Digital Media Business Model & Marketing Plan
“The Great Energy Debate” A documentary film production in partnership with The Stone Soup Production Company Ltd. | en |
dc.type | Thesis | |
dc.date.schoolyear | 102-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | Ed Hsieh(Ed Hsieh),Houn-Gee Chen(Houn-Gee Chen) | |
dc.subject.keyword | 市場營銷,數字發行,數字媒體,能源辯論, | zh_TW |
dc.subject.keyword | marketing,digital distribution,digital media,energy debate, | en |
dc.relation.page | 97 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2014-08-15 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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