GTO 3987 on Mulholland

GTO 3987 on Mulholland

Wednesday, May 6, 2009

Stephen Mitchell talks about Business on-demand

Q: What is Business on-demand?

SM: I intend Business on-demand as a cable and Internet channel to address the needs and interests of the business world by providing news, commentary and perspective to the major sectors of industry and which would be populated by icons from the business world rather than news readers. The channel would also serve to create strategic alliances with executives and corporations.

Q: Why "on-demand" as opposed to conventional program streaming?

SM: According to Roger Lynch, CEO of U.K.-based video-on-demand supplier HomeChoice when speaking at the inaugural MIPCOM CEO super panel assembled at Cannes to discuss changes affecting broadcasters, as much as 60% of viewing in Video On Demand-enabled homes ignores conventional TV channels. That's a compelling observation. Lynch went on to say that viewers are hemorrhaging away from conventional channels when given the choice of on-demand viewing.

Q: What is your goal for the channel?

SM: The goal is to surpass Bloomberg, CNBC and others as a portal to information and perspective vital to business around the world by creating a global interactive network of executives, businesses and industries as a revenue generating platform for further expansion. That I have a list of clients in the business world for whom I create management strategies dovetails nicely with the purpose and needs of Business on-demand.

Q: What would attract sponsors to business on-demand?

SM: The dynamics of advertising and programming content have traditionally been in conflict. Television has used the interruption model to communicate the advertising messages of sponsors to the detriment of the content and the irritation of the viewer. The advent of digital recording has, in effect, nullified entire ad campaigns given that viewers can elect to skip over a commercial thereby avoiding its message. Branded content uses the attraction model to deliver its product messages by creating an experiential context in which content and product message are “joined in a spiritual union” to paraphrase Frank Lloyd Wright, which is the model for Business on-demand.

Q: What excites you about the activity?

SM: The idea of providing a national or global platform for those who actually toil in the various sectors of business is very interesting to me. It is content I would want to watch as opposed to the all-too-prevalent practice of using a news program for the redistribution of press releases. I want to hear from active individuals who have something to say.

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