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Interactive Channels and the Challenge of Content Budgeting

机译：互动渠道与内容预算的挑战

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摘要

The standard model of content investment and distribution strategy is extended to include online outlets for content that, in the past, has been distributed through traditional media. The model identifies those conditions that do and do not favor online distribution. It shows that, depending on circumstances, it may be optimal for a media product to be available online as long as it is being distributed through traditional media, to make it available online only part of the time it is in traditional channels, or to never release it online. Online distribution is more likely to increase a media product's earnings the higher online revenue is per audience member compared to per audience-member revenue in traditional channels, the larger the contribution of Internet distribution to a media product's total audience, and the larger the contribution online availability makes at any time to subsequent demand for the product. The interactive capabilities of online channels also may be employed to more fully exploit advertisers' demands for access to online audiences, which also increases profits from online distribution. Exploiting the social character of Internet usage to promote content may or may not make online distribution more profitable.
机译：内容投资和分发策略的标准模型已扩展为包括过去通过传统媒体分发的内容的在线渠道。该模型确定了哪些条件有利和不利于在线分发。它表明，视情况而定，对于媒体产品而言，只要它是通过传统媒体进行分发，就最好是在线提供，使其仅在部分时间以传统渠道在线提供，或者永远不会在线发布。与传统渠道中的每个受众成员收入相比，每个受众成员的在线收入越高，在线分发就越有可能增加媒体产品的收入，互联网分发对媒体产品总受众群体的贡献越大，在线贡献越大可用性随时随地对产品产生后续需求。在线渠道的互动功能也可以用来更充分地利用广告商对访问在线受众的需求，这也增加了在线发行的利润。利用互联网使用的社会特征来推广内容可能会或可能不会使在线发行更具盈利能力。

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