New Business Models: Family Guy, Jib Jab
Seth MacFarlane and Google
If you haven’t heard by now on NYTimes.com, Seth MacFarlane, creator of the Family Guy (I’m watching Blue Harvest on DVD as I type, btw) and American Dad is having his new creation, Seth MacFarlane’s Calvacade of Comedy, distributed over the internet, freeing up his creative juices and avoiding censorship from the FCC.
MacFarlane has two key partners, Google and Media Rights Capital (MRC). But instead of Google being used to distribute advertising, it’s being used distribute the actual show through its Google Content Network. Using its algorithms, Google will identify the kinds of people who will be interested in the show. It’s the same model as advertising, targeted with an enormous amount of metrics/data to refine the targeting.
Currently, TV can not provide this level of targeting.
MRC, a niche production company that is also working with Raven-Symone through its Digital Rights arm, will take the lead on corralling advertisers or the show. It can, thus, provide them with the same level of exacting ROI that the net offers and that TV can not.
I think this is an incredibly smart move on Seth and Google’s part. Certainly Google, in using this as further proof of concept that its model can be applicable to ALL media, not just advertising.
JibJab
This made me think of Jib Jab’s move to further develop its revenue model and how new media companies are continuing to figure out best ways to monetize the net.
So one product, Sendables, JibJab’s e-Card business, allows users to add themselves to videos. Gregg Spiridellis, co-Founder/CEO of JibJab Media says the premise is that “Its all about personal expression.” Users can put their face on someone else’s body for free, but then pay to share it with friends. I did this Snoop Dogg video with my son’s baby picture to test it out (I would post it here, but I gotta admit, I was kinda sick seeing my son in a Snoop Dogg video - word to the wise…don’t do it). I also didn’t want to pay the $3 to share the video.
Snoop’s got an interesting thing going…be everywhere his fans are and expand the JibJab brand. Some fans use JibJab.
July 1st, 2008 at 3:31 pm
Conceptually, I like the way MacFarlane is thinking. It’s a really crreative way to get in front of his core audience.
July 1st, 2008 at 5:35 pm
People aren’t going to pay $3 to send people their JibJab creations…not in this day of free expression/creation.
July 1st, 2008 at 5:44 pm
I was wondering about the pay to send model, Jib Jab is creating. But here’s a link to co-Founder/CEO Spiridellis’ video saying that people are actually paying for it.
July 1st, 2008 at 5:49 pm
Btw- his comment is at about the 2:20 mark.
July 2nd, 2008 at 5:37 am
This is brilliant by Google. What content creator wouldn’t want his/her stuff targeted w/ reliable metrics to see how we it’s doint (the later is already done, but the targeting…forget it…that’s cool). Actually, any studio exec would want this level of targeting.
July 2nd, 2008 at 9:27 am
I don’t think jibjab’s going to make that much money on this. Might be good as part of a bigger strategy to monetize the net, but can’t see paying to send it around the net. Good luck though.
July 2nd, 2008 at 10:36 am
Great ideas!!!
July 3rd, 2008 at 11:56 am
JibJab is still kicking? They had a lot of play when the morning news shows put JJ’s stuff on. Now you don’t see them. I wonder if they’re putting their stuff on the other video sites…build a bigger brand.