Cynopsis: DIGITAL

07/03/09

Good morning, it’s Friday, July 3, 2009, and this is your first early morning digital briefing. 

The race is on for the online advertising industry to head legislators off at the pass and convince  lawmakers that new privacy oversight is not needed. Leaders of the major advertising trade organizations – the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB) – have come up with a set of self-regulatory guidelines designed to establish a model of consumer consent for behavioral targeting. The report will accompany an ad campaign to publicize the new standards, with members pledging at least 500 million impressions over the next year and half to guarantee exposure. The seven key principles, involving education, transparency, consumer control, data security, material changes, data sensitivity and accountability, essentially correspond to the principles proposed by the FTC in February.
 

 
NBCU, News Corp., Disney joint online video venture Hulu is planning to launch a UK-based service this September and is close to nailing down consent deals with local broadcasters, per Variety. Broadcasters would receive both an equity stake and a share of ad revenues generated by the site. Online video viewing continues to pick up steam in Britain; Scottish tennis player Andy Murray’s latest match at Wimbledon on July 1st increased traffic to the BBC’s iPlayer service to a record 1.8 GB of bandwidth, accounting for 25% of the PlusNet network’s capacity, according to ISP Review.
 

                                                                                
Creator of the PBS series P.O.V. Marc Weiss is teaming up with Kayce Freed Jennings, wife of the late ABC news anchor Peter Jennings, to utilize a pair of websites to mine real life stories to use as subjects for a nonfiction TV series. On meeting-stories.org, the producers are looking for stories illustrating how the internet has transformed how people look for love and relationships. How-we-die.org is collecting first-person accounts about the dilemma of whether or not we have anything to say about when and how we die. The multimedia project was created by New York-based non-profit think tank Web Lab.
 

 
CableLabs released a new set of set of specifications it calls the Stewardship and Fulfillment Interfaces (SaFi), created to further the development of cable advertising and other interactive products under the purview of the Project Canoe initiative. Part of CableLabs’ Advanced Advertising 1.0 initiative, the SaFI interfaces are comprised of a set of component specifications that will enable cable operators to provide more innovative types of advanced advertising, such as interactive TV advertising, advertising within existing video-on-demand platforms and advanced forms of addressable advertising. Components include:

• Service Measurement (campaign) Summary Interface
• Interactive Fulfillment Summary Interface
• Interactive Application Messaging Platform
• Campaign Information Package Interface

 
The Obama administration said it is releasing the first $4 billion this month of the planned $7.2 billion earmarked to fund broadband infrastructure projects in the U.S. The funds are to be delivered through two programs: the Broadband Technology Opportunities Program (BTOP), administered by the NTIA; and the Broadband Initiatives Program (BIP), overseen by the USDA. The government says that it will start accepting applications for the first round of projects on July 14 and that the final deadline for this round will be Aug. 14.
 
In a legal case that may never end, Dish Network won a temporary stay to avoid having to disable millions of DVR set-top boxes found to have infringed on Tivo‘s patents. Tivo tried to put a positive spin on the ruling but the company’s share price fell by more than 15% on the news.
 
Microsoft‘s intriguing new Bing search engine is adding real-time Twitter updates to the mix. Search for a prominent members of the Twitterati such as Al Gore (1.14 million followers) and their Tweets will be integrated into the search results.
 
Jay Leno won a cybersquatting case against a Texas man found guilty of using the URL thejaylenoshow.com to redirect users to a real estate site, per Reuters. Guadalupe Zambrano actually registered the domain name back in 2004, but The World Intellectual Property Foundation upheld a rule that prevents squatters from capitalizing on established trademarked names or monikers.
 

 
The release of the new iPhone 3.0 OS is causing app prices of newly released games and utilities to fluctuate as developers try out the operating system’s new features such as the ability to offer turn-by-turn navigation, charge subscription fees, offer push notifications and enable cut-and-paste functionality, according to market research firm Distimo. The Medical Category remains by far the most expensive category on the App Store, followed by Business, Navigation, Productivity and Reference. Games are still the dominant paid app genre, followed by Entertainment apps. Fox’s Family Guy app debuted as the #3 new paid app, one of the first paid major entertainment applications.
 
Most Popular Paid Apps – June
App                          Category           Price
The Moron Test       Entertainment     $.99
Sally’s Spa              Games               $.99
Pocket Gold            Entertainment     $.99
Flight Control          Games               $.99
StoneLoops!
Of Jurassica            Games               $.99
StickWars               Games               $.99
Camera Zoom         Photography       $.99
The Sims 3             Games               $.99
IFitness                  Healthcare/Fit.    $1.99
Bloons                    Games               $.99
Source: Distimo 
 
Most Popular New Paid Apps – June
App                          Category           Price
F-MyLife Pro            Entertainment    $1.99
F.A.S.T.                 Games               $5.99
Family Guy              Entertainment     $1.99
1001 Ringtones        Entertainment     $1.99
Lady Gaga Revenge  Games               $4.99
3D Rollercoaster Rush Games            $4.99
Real Racing             Games               $9.99
Postman                 Social Networking  $.99
Crazy Penguin Cat. 2 Games             $2.99
Baseball Slugger:
Home Run Race 3D  Games               $2.99
Source: Distimo 
 

 
Popular digital notetaking app Evernote launched a new crowdsourcing tool for collaborative editing. Users can share projects on a per-notebook basis, enabling co-workers to collaborate on projects, families to plan vacations together, students to compile research with classmates, etc. Evernote premium members ($5/month) are granted more precise modification privileges, allowing others to modify your notebook’s contents. The sharing features work across Evernote’s client, web-based, iPhone and Palm Pre applications.
 

A CYNOPSIS MESSAGE

 
With online video production outfits and distributors either tightening their purse strings or going under altogether, indie producers have to learn to do it on their own – that means shooting guerilla style and building their own communities of followers online. Producer Tasha Morris describes May Be New York as a poor girl’s Sex in the City, following the down-scale exploits of a trio of female post grad students as they make their way in the edgier borough of Brooklyn. It’s another situational sketch comedy series peppered with first person POV video blog entries and some very funny bits that place the viewer right on the colorful streets of Bed-Stuy. (In the latest episode, May learns where her friend Bennie’s priorities lie at a local party when her friend is supposed to stand guard for her outside a bathroom that doesn’t lock.) So far Tasha and creator Dana Verde have taken a grassroots approach to getting May Be out there, emailing friends and Brooklyn bloggers and passing out postcards when a new episode is posted. The girls have signed up 500 “neighbors” to date and have seen video views peak at about 7,000.
 
Have a good 4th!
 
Later — Wayne
 Wayne Karrfalt for Cynopsis: Digital
07.03.09

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SITUATION WANTED: EMMY WINNING PROD. SAG~AFTRA talent w/ record studio.20 yrs exp. Seeks opp. to produce, host, VO, promos/programming. Specializing in network on-air marketing (TV & Radio) Will travel. Email: [email protected] (7/4)

SITUATION WANTED: PROVEN EXECUTIVE w/17 yrs exp in Sales, Promo, Mktg & Biz Dev within Recording, Film, TV Production, Online, Consumer Products and Leisure mngmnt industries, seeks the right opportunity Email: [email protected] (7/4)

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