NTV Live Keynote: Quincy Smith, CBS Interactive


Quincy Smith is the president of CBS Interactive.

He wants to make the presentation like TiVo! Pause, rewind away. He’s “kicking” thinks off with a sports analogy. On Hulu: they love ’em. What’s the next thing? Embeddability. If not working together on contract, then on philosophy.

There are 16.1 billion reasons CBS acts conservatively.

Mr. Smith talks in one contiguous sentence. It’s hard to keep up.

Quincy Smith

The media people use Facebook. They use email. They are passionate about the Internet. It’s part of their business. He argues that media executives have made more of an effort to learn new media than new media have bothered to learn old media. They’ve done a lot to acclimate and understand. You have to be in this.

Says technology is 100 yards ahead, media is 7 yards ahead and 3 yards behind.

Showing the YouTube page with or maybe without Steve Chen’s permission.

What is programming? In the old days, programming meant coders. Programmers today mean the guy from Next New Networks. These are programmers who dress well and know the Ivy restaurant. For the first time they’re thinking about the web, what the old programmers set up.

More and more traditional media have gotten interested in new media than vice-versa.

White background is better because its easier.

HD quality. Taking a jab at this writer saying I misrepresented his quote about HD video. (I think) (HA!) HD quality is great, but it’s not about HD quality right now. Make it simple clean and work.

Clips vs. Full Episodes. Talks with NBC about the issue. Can’t just say online audience. Bebo vs. Joost vs. everyone else out there. You do both clips and full episodes. But most people are waching clips. It’s all about clips for now. Full episodes won’t be the same thing we associate it with right now. For now we’re weighted towards clips. Just because you click on a full episode, doesn’t mean you’re going to finish it.

Look at Asia, they’re not watching full-on episodes. They’ve discovered new kinds of content. Like virtual games. Where broadband penetration works, is the length of the video increasing in a similar line? No, it’s much more about clips.

Fifty percent of the Internet traffic is now video volume, according to his internal numbers.

Leslie Moonves doesn’t understand 80 million plays. Need to get the terminology more apples to apples. What language do execs understand? CBS does 4.5 billion ads on 60 (?) people.

Says his CBS widespread strategy is a no-brainer. 80 percent of people who come to the CBS site watch full episodes.

Bandwidth economics. Peer pressure — P2P is the way to go. The pricing and economics make it the better option.

Online viewership by video length: 80 percent-plus on CBS.com. But for the rest of the world, CBS has to compete against the Next New Networks out there.

The more clips you provide, the better it’s going to be. When they discover new shows, they’re getting those from partner sites. So now you need to repeat the thing. Next step, integrate TiVo to record the show to complete that circle.

Network reach. Big Bang Theory on TV reaches way more people than a David Letterman clip with Paris Hilton. It’s not cannabilistic to traditional TV content.

Both episodes and clips benefit from TV.

Catch-up vs. Cannibalization. DVRs have a serious impact on ratings. Internet is not DVR, people. The bulk of people watching Big Bang are watching in catch-up mode. The Internet can use to spark TV-watching. Don’t assume that with the Internet is just going to be regurgitated television.

Big Bang Theory, by the time DVR ratings came out plus Internet, pushed total viewership up.

Community: In the old days, you were nice enough to watch it when we showed it. The Internet is about the conversation. That is hard for any media company to understand. You can access and influence the dinner before the movie, the movie and after the movie. It’s just the conversation.

Don’t be afraid of community online.

Reality shows driving strong community traffic. CSI is pretty good, but Survivor is the most time spent, and that’s the community around it. Anything you can do to encourage more community.

Widgets, wikis, embedding.

Don’t go to Wallstrip, let Wallstrip come to you. Embeddability is key.

Facebook, MySpace, Google, Bebo, when these things open up, and you’re CBS Sports, what do you do when they open up? How do you make them better? Sports, when every journalist says web cannabilizes TV, he always responds sports. NFL is rocking right now.

PC and mobile spiking during the game. What are those metrics that’s making them work. We gotta take that and see how it can be applied to entertainment.

Audience analytics: key.

SEO 20 percent of his traffic. Quincy Smith

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