Thursday, September 21, 2006

Big Media, "We've got a strategy" Roudnup

Lot's of big media companies talking about the next-gen strategy.

Viacom: (Media Daily)

"Ironically, in the acquisition area, he ( Viacom's new head, Philippe Dauman) said he is not anticipating any deals as large as News Corp.'s $580 million MySpace purchase. Instead, he aims to do deals for under $100 million. The goal is to find the next MySpace or YouTube before the price tag balloons. "We need to create a process to identify these opportunities early," he said.

While acquisitions that complement existing online operations are critical, Dauman said the company has untapped organic growth. "We can encourage more innovation internally."

Disney: (Yahoo News)

"Clearly customers are saying to us they want content in multiple ways," Robert Iger said.

Iger said Disney will concentrate more on offering content on its own Web sites rather than selling TV shows and films on every emerging platform.

He said Disney feels confident it will have no trouble finding distribution for its content and that it is focusing on building Web sites such as, which will relaunch next year, into "the networks of the future in our company."

CW: (LA Times)

"But in the coming months, the CW must do something trickier than strut down a runway in 4-inch stilettos: It must make money.

That mandate was set this year by CBS Chief Executive Leslie Moonves. It's a feat that the network's two predecessors — the defunct WB and UPN — were never able to consistently achieve.

Another challenge for the CW is to develop a niche for a generation weaned on unscripted shows and the Internet. Even more than the big broadcast networks, advertisers said, the CW must be nimble to embrace changes in consumers' tastes.

Taking a page out of MySpace's playbook, the CW has created its own networking hangout on its website called "CW lounge." Viewers can chat about their favorite show and submit their own videos. Dawn Ostroff, the former head of UPN who is the CW's entertainment president, said some would be selected for use as on-air promotional spots.

"You can't force a social network," said Laura Caraccioli-Davis of ad buyer Starcom USA. "That just happens. It's hard to say whether they will be successful. In some ways, it seems like they built the network for today, but I wonder whether it's the right model for tomorrow."

Ostroff doesn't share those doubts. "We're developing a lot of things in a traditional way and a nontraditional way," she said. "The Internet presents challenges, but people like stories. And there is nothing like television that can give that to them."

Time Warner: (Adage)

"Though he didn't suggest anything like Mr. Icahn's break-it-up plan was actually under consideration, Mr. Jeff Bewkes said nothing was a sacred cow. "It is constantly looked at. What should we not have? Or what should we get?"

All that aside, Mr. Bewkes said executives were preparing for gains at movie studio Warner Brothers in 2007 -- especially with a new installment of the Harry Potter franchise -- and he expects to see AOL complete a transformation into a "Web 2.0 company" next year too."

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