DOWNLOAD AMERICAN IDOL CASE STUDY
- Quick time to market of less than 6 weeks
- Increased video views 37% year over year
- Seamless updates due to hands-off Media RSS-based publishing workflow
- Gained ability to grow audience virally while controlling advertising revenue
- Leverages standard player framework across entire site
- Easy customization for branded skins and sponsorships
AmericanIdol.com - the world's largest interactive event - is based on the television program American Idol, produced by FremantleMedia North America, Inc. Overseen by Fox Broadcasting Company (FBC), AmericanIdol.com offers fans a rich environment in which to interact, access more information about the show and its contestants, and view exclusive videos and content. While AmericanIdol.com was the highest trafficked TV show site in 2008, the FBC team is constantly seeking out ways to increase: The number of site visitors, time visitors spend on the site, and advertising revenues.
"We were tremendously impressed by this resource, and immediately recognized that it would enable us to develop a robust video offering - even beyond what we originally planned - in time for the season launch," explains Jonathan de Armas, Web devel
While FBC has digital rights for American Idol in the US, the show is owned by production company FremantleMedia. To ensure profit¬ability, FBC needed a video player that didn’t require it to further split its profits. "We came across a number of video publishing solu¬tions based on a CPM revenue-sharing pricing model. Using one of those solutions would erode our profit margins as our success grew - which wasn’t an option," explains Wilcox.
The Open Video Player code is available to any company to use as it wishes. That means FBC is free to embed as many advertisements as it wants in multiple video players, and keep all related revenues. This is tremendously valuable as traffic on the American Idol site grows.
The Open Video Player code enables americanidol.com to develop and standardize on a core media player that can be leveraged in multiple ways. FBC simply re-skins the player for each unique channel and advertiser. This is especially important as it develops high-value custom sponsorships built around branded content from companies such as Coca-Cola Enterprises and Garnier.
"With the free Open Video Player, we can create more advertising inventory while ensuring profitability. It offers us a unique opportunity to maximize the revenue potential of high-value video advertising while growing our audience exponentially."
-Don Wilcox, Vice President and General Manager, americanidol.com / fox.com
