Good morning, it’s Friday, April 2, 2010, and this is your first early morning digital briefing.

As Apple prepares for the launch of the iPad on Saturday, Flash or no Flash, developers and distributors are scrambling to deliver content to what could be a game changing device. CBS and ABC confirmed they are preparing to stream shows to the iPad via the HTML 5 standard, per the WSJ. Netflix has an iPad streaming app ready to go, according to AppAdvice, one of 1,000 apps expected to be ready for launch. But for many print publishers, the iPad is a second bite of the Apple, so to speak – a second chance to get readers to pay for digital content. On the video site Hulu, for one, is considering launching a subscription service to stream full-length TV episodes to the 9.7-inch screen device.
 

 
Disney/ABC/ESPN has provided some details about what to expect from their iPad-optimized apps, ready to launch on Saturday:

• ABC’s iPad app will provide WiFi access to 20 ad supported shows currently streaming on ABC’s website, including Lost and Grey’s Anatomy
• Two Toy Story apps (one free, one $8.99 with a free month subscription to disneydigitalbooks.com) will offer read-along stories and interactive features including karaoke and voice record capabilities
• ESPN ScoreCenter XL is the network’s version of the popular ScoreCenter iPhone app
• iPad Gaming apps include Phineas and Ferb Arcade, Fairies Fly and ESPN Pinball

 
Often a laboratory for experimentation, a portion this year’s CBS Masters telecast will be broadcast in 3-D for the first time to be enjoyed by the handful of folks who have purchased 3-D TV sets or 3-D capable computers. Comcast, Time Warner, Cox and Cablevision will provide 3-D coverage live from 4 to 6 ET on April 8 and 9 and from 5 to 7 p.m. during the third and final rounds, most of the camera’s fixed on the back 9.
 
Online video coverage of a “featured group” on the back 9 will also be offered all 4 days on CBSSports.com‘s Master Live coverage for the first time this year, in addition to the usual streaming of Amen Corner, holes 15 & 16 and “Masters Extra” coverage an hour before the TV cameras get turned on. It’s up to Augusta National which golfers viewers will get to see, according Jason Kint, SVP/GM of CBSSports.com. (But it’s safe to assume that everyone stuck at work on Thursday and Friday is hoping Tiger is part of the grouping.) CBSSports.com is wrapping up its most successful March Madness on Demand offering to date this weekend (Sat. & Mon.), again selling out its ad inventory with viewing up 35% overall.
 
Hulu surpassed $100 million in revenues for 2009, a mark it expects to reach by mid-year 2010, reports paidcontent.
 
Univision struck an alliance with CBS Interactive’s GameSpot.com to feature a new Spanish language videogame-themed minisite featuring gaming news, reviews, videos and walkthroughs.
 

 
Total Beauty Media has teamed with Break Media to launch a new lifestyle vertical focused on the male demographic. The upcoming ModernMan.com will offer grooming advice, style tips, product information and reviews.
 
For April Fools Day, overnight sensation Justin Bieber took over comedic video site FunnyOrDie.com, perhaps to help attract a younger demo to the site. The 16-year-old pop star’s album “My World 2.0” hit to the top of the album charts in a single week and his Twitter feed @justinbieber is gaining fast with nearly 1.7 million followers.
 
Major League Baseball and People Magazine launched their second annual PeopleAllStars contest to recognize 30 citizens who have made a difference in their communities. Fox will again recognize the “All Stars Among Us” at the All Star Game during its All-Star telecast on July 13.
 

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Madison Avenue is also investing heavily in the untested iPad, assembling ambitions campaigns rolling out over the next few weeks to target a highly coveted demo of early adopters. A round up in the WSJ mentions that:

• Nike is releasing an iPad app created by AKQA for soccer fans that will give soccer coaches information to help train athletes
• MillerCoors is buying pre-rolls on a Sporting News app from Zinio.com
• Unilever’s Degree deodorant will use video to promote a contest in Time magazine’s iPad app that enables fans to compete for a chance to appear on Discovery’s Fan vs. Wild

 
Consumer Watchdog has filed a Freedom of Information Act request with the White House Office of Science and Technology Policy to obtain e-mails between Internet policy chief Andrew McLaughlin and Google, his former employer. The nonprofit consumer group, which opposed McLaughlin’s appointment to the Obama administration post, points to McLaughlin’s “Buzz” profile, which reveals frequent emails to and from Google employees.
 
RealNetworks is laying off another 60 employees or 4% of its current staff as part of a restructuring involving the spin off of its Rhapsody music service, per TechFlash.
 

 
Online video viewers are more receptive to watching ads in TV content than once thought, according to a new study just released by ComScore. The study, which observed 1,800 viewers in 3 segments: TV-only viewers (65%), cross-platform (i.e. TV + online) viewers (29%) and online-only viewers (6%), found online advertising’s “sweet spot” to be between 6 and 7 minutes/hour, much higher than the current 4 minutes/hour ad load typically carried on Hulu. Convenience and improved functionality led the list of why cross-platform viewers turned to the internet to watch their favorite shows. Time shifting was most prevalent among younger viewers, with only 35% of viewers age 18-24 indicating they watched episodes live, 42% saying they watched the programming at a different time within one week of the original air date and 23% saying that they watched more than one week after the original air date.
 
Cross-Platform TV Viewer Media Preferences
Q: “For each attribute below, please select whether Online or TV is better”
Response                                               Share of Cross-Platform Viewers
                                                                        Online      TV_________
Watch the show wherever I want                          75%      25%
Watch the show on my own time                           74%      24%
Ability to stop and play show when I want              70%      30%
Less interference from commercials                        67%      33%
Overall convenience                                               1%      39%
Overall viewing experience                                    32%      68%
View show as soon as it’s released                         31%      69%
Sound quality                                                       28%      72%
Picture quality                                                      25%      75%
Source: comScore, Inc, December 2009 – Total U.S., Cross-Platform TV Viewers, n=535
 
TV Time-Shifting by Age Segment
Age Segment                      Share of Viewers
                                Watch Live                          Non-Live Viewing
                                                 Same Day   4-7 Days After   More than 7 
18-24 Year Olds       35%             22%                  20%              23%
25-34 Year Olds       35%             23%                  24%              18%
35-49 Year Olds       46%             21%                  17%              16%
50-64 Year Olds       55%             16%                  17%              11%
65+ Year Olds          57%             16%                  14%              13%
Source: comScore, Inc., December 2009 Total U.S., TV Viewers, n=1,825
 

 
Here’s a revelation from David Pogue’s early review of the iPad: AT&T is allowing users to purchase 3G access without a contract. Pay $30 for a month or $15 for 250 MB of data. David also says he managed to get 12 hours of continuous video playback out of a single battery charge. 
 
Bravo unveiled a trio of online casual games developed around its reality mainstays “Top Chef” and “The Real Housewives” franchise.

• The “Top Chef food fight game,” due out later this month, allows players to chuck food at various Top Chef contestants and post their own chef image to their Facebook page
• “The Real Housewives Hidden Object game,” coming in May, allows players to help cast members from various cities find items they need for their next social event
• The “Who is Top Chef?” game, due for release in June, allows users to test memory, agility and presentation skills related to the culinary arts

 
Actor and comedian Paul Scheer (MTV’s Human Giant, FX’s The League) has signed on to host the 2nd Annual Streamy Awards at the Orpheum Theatre in Los Angeles on Sunday, April 11 starting at 5:30pm PT.
 

 
Leave it to Apple to head off critics at the pass by posting a list of popular content sites that will support the iPad’s chosen video standards at launch on Saturday, including CNN, Vimeo, MLB.com and the NYTimes. This is Apple’s way of saying, ‘these folks have gotten with the program, what’s wrong with the rest of you?’ Adobe estimates that over 75% of video online runs on Flash. But Steve Jobs doesn’t like the software (“buggy” is how he describes it) – so the company lays down a gauntlet for content creators, forcing them to upgrade to HTML 5 for video, or JavaScript or CSS3 for interactive apps readable on iPad’s Safari browser. So far, the gamble appears to be paying off with many of Hollywood’s leading producers rushing to adopt to the format. For the $500+ iPad to succeed on a large scale, it has to gain acceptance as the world’s most elegant mobile video delivery device to date and that will ride partly on mass industry adoption of the HTML 5 standard. Perhaps newspaper and magazine publishers should take up a collection to help subsidize the move, because their future may depend on the transition.
 
Later – Wayne
Wayne Karrfalt for Cynopsis: Digital
wayne@cynopsis.com
04.02.10

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