‘Big Shot Live’ Integrates Content/Advertising Delivery

Big Shot Live kicked off an innovative approach to a multiple level integration of media content and advertising delivery last week.

Big Shot Live is a joint venture combining the talents of Madison Road Entertainment, Maverick Productions, James Bruce Production, and CBS (CBS) Distribution. Contestants load their videos exhibiting their talents in 7 categories. Beginning today, daily winners will be selected for each of the next 91 days to be flown to Los Angeles for an audition in their field.

These winners are selected by popular vote. These votes are cast through the network of 197 local TV station websites. This unique model may be an indication of future of content delivery of major broadcasts through an interactive approach to involve the audience while

Previously the major broadcasters have attempted to integrate their content on national websites to involve the audience with negligible results. By involving local station websites in this delivery, the audience is involved proactively in the process.

Microsoft’s (MSFT) bid for Yahoo (YHOO) signals an upcoming period of acquisitions focused on positioning for market dominance in online advertising.

Google (GOOG) currently accounts for approximately 40% of online advertising revenues. Google’s revenues were $16.6 billion for 2007; a 56% increase over 2006. Various sources state that online advertising revenues were between $40 billion in 2007, and will be at $80 billion annually in 2010.

These online advertising revenues are directly resultant of the diminishing market for the traditional advertising models utilized by TV, radio, newspapers and magazines.

TV, radio, newspapers and magazines are in desperation to add additional and more targeted venues to supply and integrate advertising into their delivery of content. All of these recognize that it is through their websites they must shift content to derive and retain advertising revenues.

In this lies the brilliance of the Big Shot model. The audience goes to the website to view the UGC (user generated content) and vote for a friend, or a friend of a friend. This model will undoubtedly incorporate Facebook, MySpace (NWS) and other social network venues in accomplishing this most integrated delivery of a national “show”.

The measures of success of Big Shot are multiple. Advertisers receive a more targeted audience than from traditional advertising sources. The local TV stations benefit from local audience involvement in their websites, and the ancillary benefits from the increased traffic to their sites. CBS will undoubtedly place many of these daily winners in upcoming projects – what better promotion for a new show that the inclusion and connection of a local talent winner getting their first “big shot”?

2008 will undoubtedly result in a trend of combinations focused on avenues and applications to strengthen positions in online advertising.

From various comments from Microsoft over the last year concerning the integration of advertising platforms into their future operating model, it has been obvious that the company was focused on acquiring strategically to accomplish this.

In this vein, smaller and innovative companies that have positioned themselves to benefit from this shift in advertising delivery platforms will be at the forefront in 2008 M&A activity.

Of particular interest is Chyron (CGS). This 40 year old entity has transitioned its graphics applications (you know them well, even if you don’t recognize the name) to benefit from this unprecedented shift in advertising platforms. Chyron’s products generate the outstanding graphics utilized by NBC Universal (GE) (all network programming, 2008 Beijing Olympics, NFL football, CNBC, etc) ABC, FOX, ESPN, Turner and HBO.

Bu launching Chyron Online and acquiring AXIS graphics, Chyron completed the necessary formation of the platform to allow for a seamless transition of graphics applications from the broadcast applications to the web based applications. As online video continues to capture the audience, advertising will be integrated into the content. Chyron offers the best solutions for a multitude of users that needs are immediate to transition the delivery of their content and the corresponding advertising tied to the content.