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Playboy pushes all the right buttons
Revenues from mobile may still be a long way off pay-TV levels, but, says Playboy TV’s Lanny Huang, new opportunities are arising all the time
1 November 2009“Playboy TV’s distribution via mobile in the region has worked successfully in Hong Kong, Macau, Taiwan, Korea and Japan with erotic content, and the Playboy TV Channel streaming as a 24/7 channel on the mobile platforms,” explains Lanny Huang, general manager, Playboy TV Asia and Japan.
“For example in Hong Kong,” she says, “the same pay-TV channel has been shown on Hutchison 3G for more than three years as the exact same feed on PCCW Now TV. Playboy TV is also exploring new deals with non-adult lifestyle content and campaigns like Miss Cyber Girl or Miss Playboy Mobile voting.”
Huang says that monthly subscriptions are by far the best model, with all other revenues considered as incremental.
“Regarding revenue models that are used for Playboy TV’s distribution via mobile, the monthly subscription is the best, since it brings in stable and steady monthly revenues. Others like pay per view, pay per day, pay per block or pay per VOD etc are additional revenues.”
Continues Huang, “It is noted that monthly subscriptions only work best with branded channel and content. Playboy TV has its distinctive bunny logo whereby the subscribers need only click no more than two times with their mobile device to gain entry into the Playboy platform. The Playboy bunny is easily recognizable as compared to other non-recognizable content.”
While most content providers say revenues from mobile are still very small, and that platform is still just a brand extension, Huang says adult and branded content garners the highest revenue compared to other mobile content.
“Revenues from mobile are still far from pay TV revenues. Yet the revenue models for mobile must also include advertising and sponsorship. Adult and branded content does achieve the highest revenues compared to other content on mobile. Playboy is getting revenues from clips and pictures; from short form and the 24/7 channel; as well as adding and exploring non-adult lifestyle content and campaigns like Miss Cyber Girl or Miss Playboy Mobile voting.”
Huang says that, in Playboy TV’s experience, content for mobile must be especially produced for consumption via mobile.
“Content for mobile must be specially made-for-mobile. The visuals in particular should be more colourful, more words are enlarged to catch the eye, and subtitling or messages are very necessary since most content on mobile cannot be heard from the small mobile device.”
Viewing duration, which used to be approximately three to eight minutes, seems to be on the rise. “In Hong Kong, there are reports showing that subscribers watch long form videos with about 10 to 15 minutes of viewing, and many now watch at home, late at night, after work,” Huang explains.
She says that the 3G and upcoming 4G networks are advances in technology which enable steady viewing of content and channels via mobile platform.
“The switching, ordering and VOD use of the content is faster and more efficient. Many operators in Hong Kong have launched mobile HD whereby content and channels can be viewed more sharply.”
Asked about changes in mobile telco offerings that are stimulating the consumption of video content via mobile, Huang says there is a definite shift toward packages and unlimited access.”
“The upcoming marketing offerings by mobile platforms will be package deals such as 3G unlimited per monthly subscription, with air time (data transfer) and mobile minutes included in the package. “The content and channels will be packaged as a basic single fee so that viewers will renew the monthly subscription along with the unlimited offering.”
As for what’s next for Playboy TV via mobile, “Playboy is always exploring new opportunities and other possible revenue models. Playboy is open to working with other platforms, like You Tube and other popular broadband providers to maximize the exposure for mobile users. In the next year, Playboy will work closely with their mobile affiliates for non-adult lifestyle content and campaigns like Miss Cyber Girl or Miss Playmate Mobile voting.”
