Tackling the European Internet TV Market
European streaming media production and syndication company Kamera Interactive works with online media companies to start Internet TV channels - and fill them with content. The company's client list includes such streaming industry players as Chello, MTG Everyday, Microsoft, The Nobel Prize, TV4, Spray and SEB.
Kamera is building on its strengths in the area of content provision and is finding success with its model in the Swedish market. As the company expands throughout Europe and beyond, it faces both market and technical challenges. In an exclusive interview with Streamingmedia.com, Kamera CEO Dan Willstrand outlined the company's strategies for future success.
Q: Internet TV is a relatively new field, but one that is attracting more and more players. What are Kamera's strengths, and how does it differ from its competitors?
A: To be able to create real value with Internet television, you need strength within content, technology, and business development. I think Kamera -- better than most companies -- has succeeded in combining these competencies. It is also an advantage that we have been around since 1998. We have had a lot of time to practice and learn.
Q: What types of interactive content do you think are effective on the Web?
A: As long as streaming media does not provide the same quality as traditional television, the audience will demand very high customer value. We have found that financial information, sports, and entertainment have this value and that people really log in to it.
Q: What are the key revenue sources for streaming content - and what will they be in a couple of years, when broadband and mobile Internet technologies are more mature?
A: Kamera sells content to online media companies. They are willing to pay since streaming media has proved to attract more visitors, make them stay longer, and come back. This is crucial to most online services to create advertising revenues, trigger sales or build brand. This model will always apply for compelling content. But we also see a development where Kamera has to find sponsors for content. This means that our challenge will be to distribute it through as many websites as possible to get traffic.
Broadband operators are also willing to pay for content today since they need content to attract new subscribers. When their installed base is big enough, the model will probably change. Then they will try to share revenues with service providers on their broadband portals.
Q: Kamera is active in Sweden - one of the most advanced markets when it comes to broadband development and online usage. What kind of results have you been able to achieve in this market?
A: It is a great advantage to work in an Internet savvy environment like Sweden. This means that we have better opportunities than most companies to evaluate consumer behavior and interactive television. One interesting example is the TV/Internet Show "The Bar". It is a 24/7 "docusoap" that has had 40,000 visitors a day on its streaming media files. A uniquely high rating, not only in Sweden but also globally.
Q: Kamera is rapidly deploying operations in other European countries. How do you plan to approach these markets, and how will the experience you accumulated in Sweden translate to, say, the British market?
A: The ultimate goal is to use the same applications, formats and content models on all markets, but our start-up approach might be different in different markets. We have found that it is often easier to get started with production services and then introduce the syndication of content in step two.