VOD Spotlight On in DEMAND’s Emilio NunezAugust 02, 2011


VOD Spotlight On in DEMAND’s Emilio Nunez

iN DEMAND

On Demand Weekly's VOD Spotlight highlights stories in the On Demand industry. Today we talk to one of the VOD industry's movers and shakers you probably haven't heard of before, Emilio Nunez, Senior Vice President, Movies & Original Programming for iN DEMAND -  the biggest distributor of VOD and PPV content to cable. You're accustomed to ordering VOD / PPV from your cable provider, but it is iN DEMAND who does a lot of the work behind the scenes.

 

Emilio was recently promoted (and we just published our New Movies On Demand August Preview with info from iN DEMAND), so we wanted to learn what that entails and get an inside perspective on the VOD business.

On Demand Weekly (ODW):The press release announcing your promotion at iN DEMAND said that you are in charge of scheduling. With release dates dictated by studios and programming available on demand, what are you scheduling?

Emilio Nunez (EN):
Traditionally, you think of scheduling the way a broadcast channel or linear cable network would put together their schedule, with a 6PM or 8PM show. But with Movies On Demand (MOD) on cable (or any VOD content), viewers make their choices of start times. Still, we have to make choices regarding what movies we deliver to our affiliates.

As the industry’s leading distributor of movies to cable and telcos, iN DEMAND deals with every major Hollywood studio and more than 50 Indie suppliers. Every month we are offered more content than we can use. Besides building different schedules for different operators, each one has capacity requirements and a specific type of user interface. So we have to optimize their VOD offering given their unique parameters. If a system can only hold so many titles, every month we make some tough choices and decide which films make the schedule and which ones do not. We base this on box office performance, how early the window is, talent or awards, or if something might fit into a grouping of films in a folder that is being promoted that month.

Through ongoing negotiations with suppliers, we build in incentives for these companies to give us content as early as we can get it. Viewers have been the beneficiaries of this. We’ve been very successful in moving up the VOD window so now “day & date” with home video (DVD) is the norm and in many cases we are getting movies earlier than home video. Some indie studios give MOD titles before or the same day they are in theatres. The number of day & date titles available to cable viewers doubled from 2009 to 2010.

Every month, in addition to the new release schedule, we create a stunt schedule made up of library titles within folders in order to showcase movies that a customer might not find otherwise. Viewers will find a wealth of titles in these folders on their systems and I recommend that they go and explore what’s available. These stunts can be around holidays, a “tent pole” feature film that is being released, a celebrity’s birthday, death, or other creative categories. It works like a recommendation engine. If you go to a category, and you like movie X, then you might also like the other movies in that folder.

iN DEMAND also distributes other high-profile content besides movies. We program live Pay-Per-View sports such as boxing and mixed martial arts events and the digital out-of-market subscription professional sports packages for MLB, the NBA, the NHL and MLS. Plus, we are the exclusive TV home of Howard Stern via Howard TV On Demand.
 


ODW: What new content will you acquire that will be made available on demand that is different than the current content?

EN: We’ve been looking a lot more at short-form content, which works for VOD because it doesn’t have to fit a specific format to allow for commercials. We have also become aggressive in the 3D space and are working to build a substantial 3D VOD library. In addition to a number of Hollywood Films offered in 3D, we are developing original programming.


ODW: What type of original programming do you plan on developing?

Read More

Page 1 of 1 pages

banner_160x600