Document Sample
CHANNELS Powered By Docstoc

  Steps toward improving music discovery (and sales) on TV—a special white
paper developed by Billboard and NARM By Glenn Peoples · Illustration by Selçuk Demirel

                     usic discOvery On Tv seems so straightforward on paper: A                                                                             interests most consumers surveyed. The
               viewer hears a song of interest and seamlessly taps into a                               Key Points                                         hypothetical service was described as being
                                                                                                                                                           connected to either a digital jukebox in a
               wealth of information, then purchases the song or adds
               it to a playlist on a subscription service.
                                                                                                        Inside This                                        public place or an interactive touch-screen at
                                                                                                                                                           a concert venue. Swiping a mobile device in
                  But the reality of getting from discovery to engage-                                  White Paper                                        front of these appliances would provide the
                                                                                                                                                           consumer with artist information and allow
ment or purchase is far more difficult. To connect listeners with music                                                                                    for easy purchase of digital downloads or
                                                                                                       • Viewers are eight times more
they desire, all stakeholders need to be linked—not just hardware                                        likely to buy music at the moment                 merchandise. Eleven percent of respondents
and software developers and music service providers, but also music                                      of discovery than at a later time.                said they were extremely interested in such
supervisors, production teams, distributors and licensing services.                                                                                        a service, 15% were very interested and 36%
                                                                                                       • music discovery has moved                         somewhat interested. Only 39% said they
                                                                                                         from brick-and-mortar stores                      were not very or not at all interested in such
Moving from the point of discovery to en-          The OppOrTuniTy                                       to digital media.                                 a service. Cloud-based discovery services re-
gagement requires timely and accurate              How big is the opportunity in music discov-         • Discovery can be as basic as                      ceived an extremely or very interested rating
metadata to be provided to the distributor         ery on TV? Here are some numbers, statistics          text on a tV screen while still                   from the most avid music fans (52%).
or broadcaster. Or an integrated service must      and trends that tell the story.                       being effective.
identify an individual song’s digital finger-                                                                                                              New artists will benefit from improved
                                                                                                       • the second screen has enormous,
print by matching it against a cloud-based         Immediacy is king. Coincident, a developer                                                              discovery and monetization. Much dis-
                                                                                                         untapped potential to offer
database and returning a host of information       of software for video engagement on digital                                                             covery relates to previously unknown art-
                                                                                                         immersive music experiences
   A simple purchasing solution must be pro-       platforms, found that viewers are eight times                                                           ists. NPD and NARM found that 42% of
                                                                                                         related to tV viewing.
vided to hardware makers and software devel-       as likely to buy music at the moment of dis-                                                            songs that caught listeners’ ears were from
opers that allows a consumer to purchase an        covery than at some later time. The company         • Connecting music discovery on                     unfamiliar artists compared with 25% from
MP3 on any given mobile device. Numerous           experimented with placement and timing of             tV with music purchases and                       favorite artists, 28% from known and liked
details must work perfectly for a person to        song purchase options to gauge viewers’ reac-         subscription services will improve                artists and 5% from familiar artists. The
identify a song and quickly add it to a playlist   tions. Coincident found that people were most         monetization and engagement.                      more committed consumers tend to research
on a subscription service for future listening.    likely to purchase a song when the opportunity      • Stakeholders all along the value                  and buy music they hear and like, but more
   The good news is discovery on TV pres-          presented itself on a screen overlay rather than      chain—metadata, hardware,                         casual consumers wait to buy—but usually
ents great potential. Consumers are showing        choose to purchase using a buy button. “This          applications, download stores                     end up buying nothing. Thus, new artists are
a desire to seek out music on TV. Such mu-         underlines the growing understanding that             and subscription services—must                    more likely to lose out on the opportunity to
sic-focused programs as “American Idol” and        contextual opportunities to engage that are           work cooperatively.                               get an immediate purchase or begin a new
the Grammy Awards are popular vehicles             synced to specific points in a video are much                                                           relationship with the listener.
for discovery. Scripted shows, from “Grey’s        more likely to result in a favorable action,” the
Anatomy” to “Mad Men,” offer immediate             company concluded in a white paper.                 surveyed for an NPD Group/NARM study in             The currenT sTaTe Of discOvery
connections to songs viewers wouldn’t have                                                             2011 cited traditional retail sales as a top five   and mOneTizaTiOn
otherwise heard, as do advertising synchs.         Digital music is growing fast. Discovery            discovery source, and only 13% of physical          When today’s TV viewers opt to identify a
   But the technical pieces required for seam-     can be tied into consumers’ love of buying          shoppers cited brick-and-mortar retail.             song, applications retrieve information from
less discovery are still being put in place, and   and streaming digital music. U.S. consum-                                                               a cloud-based database to provide the con-
communication among all stakeholders is            ers brought 1.2 billion digital tracks and 103.1    TV is a vital tool for reaching moderate            sumer with basic song information, buy links
vital. This white paper is intended to highlight   million albums in 2011, according to Nielsen        consumers. The NPD/NARM study found                 and possibly access to related YouTube videos
some of the key players, describe the poten-       SoundScan. Internet radio is going main-            that TV is particularly valuable for target-        and song lyrics. But most of the discovery is
tial gains, identify the significant pain points   stream—Pandora has 150 million registered           ing the mainstream consumer, women and              taking place in ways that don’t integrate the
and suggest solutions. It was undertaken as a      users and 51 million active users. Subscrip-        brick-and-mortar shoppers. In aggregate, TV         many platforms a single viewer may engage
joint project among Billboard, NARM’S Digi-        tion services have millions of users and are        shows and TV music channels—not includ-             with on a regular basis. A viewer’s cable TV division and TAG Strategic. The       growing fast.                                       ing advertisements or infomercials—are in-          doesn’t communicate with his Pandora,
content is based on a session at the National                                                          f luential in discovery for 49% of consumers.       iTunes or Rhapsody account and doesn’t
Assn. of Recording Merchandisers (NARM)            Discovery has moved from physical retail            That’s second only to AM/FM radio (60%).            synchronize with a smartphone or tablet app
conference, Music Biz 2012, titled “Music &        to digital sources. Consumers rely more                                                                 for an engaging second-screen experience.
TV: Enabling Discovery for the Connected           on TV for discovery compared with the days          Consumers are interested in cloud-based                Much of today’s music discovery is relatively
Consumer” that was organized by Digital-           when brick-and-mortar stores were more plen-        discovery. The NPD Group/NARM study                 old-fashioned—and quite effective. Music and TAG Strategic.                       tiful and important. Only 8% of consumers           found that simple, cloud-based discovery            video tags on the screen, for example, provide

                                                                                                                                                              may 26, 2012 | |              15
                                                                                                                                                     monthtk XX, 2012 | | 15
SubScribe to billboard today to receive:

3   Weekly delivery of
    Billboard magazine

3   24/7 online access to

3   Billboard Bulletin – Daily summary
    of the top news stories sent directly
    to your inbox every weekday

3   Archives – Unlimited access to over
    50 years of Billboard’s charts

    ebircsbus/zib.draobllib.www :TISIV
     real-time song identification in MTV’s original
     programming. The feedback from the audience
     has been good because viewers don’t feel the ID
                                                           users with a set list, a live blog and a free remix
                                                           of Madonna’s single “Give Me All Your Luvin’.”
                                                           The USA Network drama “Covert Affairs” uses
                                                                                                                        Metadata is a key ingredient in discovery
                                                                                                                        on connected TVs. Rovi, owner of All Music
                                                                                                                        Guide and Muze, has a team that enters artist
                                                                                                                                                                               hey, i like That! how Today                                42%

     tags take away from the story, MTV executive          Shazam to give viewers additional content. The               and other song data as well as album reviews           The top six ways to discover music
     VP of music and talent Amy Doyle says, noting,        Shazam logo—a capital “S”—appears in the                     into a database. The company has created ap-
     “Our audience is used to multimedia tasking.”         lower corner of the screen during the show as                plication programming interfaces on top of
        MTV uses its online and TV properties to aid       a call to action. Through Shazam, USA has                    data so consumer electronics manufacturers
     discovery, Doyle adds. Not only does MTV offer        given viewers playlists of music from the show               and app developers can access its data, Rovi
     song ID tags on its shows, it offers on-demand        and behind-the-scenes videos with the cast.                  solutions architecture director Michael Pap-
     access on for a deeper dive to take              Both Shazam and SoundHound provide                        ish says. If the client has an ID (e.g., UPC,
     advantage of awareness gained from editorial          links to buy identified tracks at either iTunes              Rovi ID), it summons the cloud and accesses
     or music video. “Then it’s up to them where           (on iOS apps) or Amazon MP3 (on Android                      the data it wants. Clients can send snippets
     they want to go across the MTV screens to find        apps). Not every query results in a purchase, but            of audio and Rovi will do a real-time search.
     out more about that artist and interact more,”        the purchases add up when an app has a large                 “Discovering actual music fits into the over-
     Doyle says. In addition to                                                 install base. In September              all strategy of interactive TV,” Papish says., MTV offers two            Viewers are                             2011, Shazam CEO Andrew                    Another way of identifying content that
                                                                                                                                                                               0        10       20        30     40        50       60

                                         eight times
     mobile apps to aid discov-                                                 Fisher told news site paid-             airs on TV is through an automated content
     ery: MT V PUSH, which                                                      Content that the service                recognition service like the one provided                  TradiTional aM/FM 60%          Movies 29%
     highlights up-and-coming
     artists, and Music Meter, an        as likely to                           was getting 4 million song
                                                                                identifications per day that
                                                                                                                        by Audible Magic. The service uses digital
                                                                                                                        fingerprinting technology to identify audio
                                                                                                                                                                                   Tv shows/videos/channels 49%
                                                                                                                                                                                   Friends/FaMily 40%
                                                                                                                                                                                                                  youTube 23%
                                                                                                                                                                                                                  Free online radio 22%
     app that measures Internet
     activity and ranks artists ac-     buy music at                            resulted in a song purchase
                                                                                between 8% and 10% of the
                                                                                                                        within any particular frame that matches
                                                                                                                        the sample against its registry. Being able
     cording to “hotness.”
        Editorial aids discovery at
                                        the moment                              time. In all, he said, Shazam
                                                                                users purchased $100 mil-
                                                                                                                        to identify audio at any given point in a TV
                                                                                                                        program creates the opportunity for time-
     MTV, too. The PUSH pro-
     gram spotlights new artists
                                        of discovery                            lion of digital music per year
                                                                                through the app.
                                                                                                                        based applications for personalization, so-
                                                                                                                        cialization, engagement and interactive ad-
                                                                                                                                                                               velopers as TV.Plus, Miso and create
                                                                                                                                                                               TV companion apps that provide contextual,
     and exposes them across              than any                                                                      vertising. Myspace owner Specific Media is             real-time information on the shows people are
     properties. Some acts have
     seen a big impact. Mac Mill-        later time.                       There are two technologi-
                                                                           cal approaches to plat-
                                                                                                                        working with Audible Magic and Panasonic
                                                                                                                        to integrate a Myspace app into the TV that
                                                                                                                                                                               watching. Twitter and Facebook have become
                                                                                                                                                                               popular platforms for TV shows, especially
     er’s Blue Slide Park album                                            forms and billing: verti-                    recognizes a song playing in a program and             music awards shows. The Grammys in Feb-
                                                                                                                                                                                0        10      20      30      40       50     60
     debuted at No. 1 on the Billboard 200 with            cal and horizontal. A vertically constructed                 connects the viewer to that particular artist’s        ruary generated 13 million comments on the
     sales of 144,000 units (according to Sound-           company like Apple has everything integrated                 Myspace page. “It’s version 0.1 right now, but         two leading social networks, up 2,280% from
     Scan) after being a PUSH artist.                      in its devices with Apple billing for Apple con-             people are trying to connect the dots,” Au-            the 2011 Grammys, according to social activity
                                                           sumers. Google and Amazon are increasingly                   dible Magic VP of marketing and customer               tracker Bluefin Labs. The Academy of Country
     Song lyrics are among the most-searched               vertical, too. This approach can also be seen in             support Jay Friedman says.                             Music’s telecast on April 1 generated 676,000
     items on the Web. A fairly low-tech but effec-        Sony’s Music Unlimited and Video Unlimited                      But “smart” TVs, or connected TVs, are only         social media comments, up 331% from the
     tive way of finding a song is to search for it in     services that allow a single account to be ac-               as smart as the data and technology provided to        prior year, according to Bluefin.
     Google or another search engine. Many websites        cessed on Sony hardware—DVD and Blu-ray                      them. “These smart devices are really dumb de-             Tracking song plays has both business-to-
     are devoted entirely to song lyrics, thus making it   players, PlayStation 3—as well as Web and                    vices,” Friedman says. “They don’t know what’s         business and business-to-consumer implica-
     possible to locate a song heard on TV by search-      Android mobile devices.                                      playing. You have all these apps, but that singu-      tions. TuneSat offers a proprietary identifica-
     ing for fragments of lyrics. Such question-and-          The horizontal approach may present the                   lar interface you have in the living room, all these   tion service in 13 countries that constantly
     answer websites as Quora are also helpful: A per-     most opportunity because it currently has the                devices connect to that TV set, but that TV set        monitors live broadcast feeds, executive VP/
     son asks about a song in a particular commercial      most friction. “It’s a bit of madness for us,” says          knows nothing about what’s actually playing.”          COO Chris Woods says. The service can even
     and others can leave the answer.                      Vickie Nauman, president of North America                                                                           identify music buried under layers of other
                                                           for 7digital, which provides white-label solu-               Companies have spent years learning from               audio. Rights owners who want to ensure
     More than 200 million people around the               tions for MP3 purchases and streaming across                 their experiences with different platforms.            they’re getting paid for performances use the
     world use audio identification app Shazam             a variety of platforms. Nauman says the biggest              Rhapsody’s TiVo integration was an early com-          service. Woods says case studies show that
     to identify songs using their mobile device.          hurdles are “all of the other things” that are re-           bination with a connected device that taught           up to 80% of music broadcast on TV is never
     Apps like Shazam and SoundHound offer a               quired to link discovery and monetization: ac-               the company a lot about the technology and             reported to performing rights organizations
     popular way to discover and purchase music.           count linking, management of the transaction,                execution, Maples says. User engagement has            because submitting cue sheets is a manual
     Shazam is now working with TV producers and           ensuring the money is collected and that every-              been fair but the market isn’t mature enough           process. “It’s literally impossible for produc-
     advertisers to offer richer second-screen expe-       one gets paid. “The complexity and herding of                to make an impact. Without widespread adop-            tion people to report this with a high degree
     riences. For example, Pepsi’s Super Bowl ad           cats means we take on a lot of that complexity.”             tion of the platform, a one-off integration can        of accuracy. It falls through the cracks.”
     offered a second-screen experience with a full           Discovery on connected TVs is in its early                be “incredibly costly,” Maples says.                       TuneSat also enables consumer-facing prod-
     song and video in addition to social features.        stages. “We haven’t reached our iTunes App                      Companies that develop second-screen ap-            ucts by bridging multiple platforms. “We are
        Shazam also enriched Madonna’s Super               Store moment with the TV,” Rhapsody VP of                    plications will find a TV audience well attuned        monitoring for the use of nearly 20 million song
     Bowl halftime performance by providing app            product Jon Maples says. “It’s really fractured.”            to multitasking while watching. Such app de-           titles on hundreds of TV channels in 14 coun-
                                                                                                                                                                               tries in real time,” Woods says. “We license this
                                                                                                                                                                               data and enable app developers, broadcasters

     The road To discovery . . . and sales                                                                                        DIGITAL MUSIC SeRVICe:
                                                                                                                                   Purchase download access sTreaMs
                                                                                                                                                                               and content distributors such as cable and satel-
                                                                                                                                                                               lite companies to integrate instant music iden-
                                                                                                                                                                               tification into their products and offerings.”

                                                                                                                                                                               pain pOinTs
                                                                                                                                                                               A number of significant pain points inhibit music
                                                                                                                                            MP3                                discovery and the intercompany processes that
                                                                                                                                                                               facilitate discovery and monetization.

                                                                                                                                                                               Remote control mechanisms are problem-
                                                                                                                                                                               atic. Connected TVs often have a controller
                                                                                                                                                                               that’s archaic and multi-buttoned that doesn’t do
                                                                                                                                                                               much other than control the TV and channels.

       C R E AT I O N           PRODUCTION                         B R OA D C AST/
                                                            D I ST R I B U T I O N M E D I U M
                                                                                                  H A R DWA R E /
                                                                                                   S O F T WA R E
                                                                                                                                  CO N S UMER                                  A remote provides limited ability for onscreen
                                                                                                                                                                               navigation and search. Moreover, some consum-
         arTisT, songwriTer,       ProducTion coMPany              Tv or FilM sTudio,                  Tv, audio                                                               ers may not want additional content like artist
          label, Publisher          Music suPervisor           cable or saTelliTe coMPany        recogniTion soFTware                                                          biographies on their screen during a program.
                                                                                                                                                                                                                                      credit tkb

16 | billboarD | may 26, 2012
     16 | billboarD | monthtk XX, 2012                                                                                                                                                photograph/illuStration by tk

’s consumer discovers Music                                                                                                                                                            ‘Catch Them In
                     When a person heard a song he
                     or she liked enough to listen to
                                                                          0         10        20        30
                                                                         Discovery requires information for conversion.
                                                                         Question: What would make you shop more
                                                                                                                   40          50        60
                                                                                                                                                                                       Two Clicks’:
                     again, the artist was . . .                         often for new music?
                                                                                                                                                     announceMenTs on aM/FM 54%
                                                                                                                                                                                       for The future

                                                                                                                                                     buy single To geT discounT on
                                                                                                                                                     albuM laTer 23%                            hink two, three or five years ahead
                        42%                                                                                                                          Facebook uPdaTes abouT new                 and consider the ways that devices,
                                                                                                                                                     Music 19%                                  applications and services will work
                                                                                                                                                                                       together to deliver a more information-filled
                5%                                                                                                                                   recoMMendaTions FroM online       discovery experience to tV viewers. here are
                                             28%                                                                                                     services 17%                      some things to watch for in the coming years.
                                                                                                                                                     seeing billboard charT aT         1. EasE of usE WIll dictate the success of
                                                                                                                                                     sTore 11%
                                                                                                                                                                                       discovery and monetization strategies. “For
                                                                                                                                                     eMails FroM reTailers 11%
                                                                                                                                                                                       the foreseeable future there will be many dif-
                         FavoriTe 25%              FaMiliar 5%                                                                                       arTisTs using TwiTTer 4%          ferent user experiences,” 7digital president
                         known/liked 28%           unFaMiliar 42%         0         10        20         30         40         50        60                                            of north america Vicki nauman says. “Some
                                                                                            Source: NPd Group/NArM research report on consumers and Music discovery, November 2011     people want to buy something immediately,
                                                                                                                                                                                       and some people want to bookmark and add it
                                                                                                                                                                                       to their playlist or Spotify playlist. there
                     Cue sheets are holding up innovation. Cue           mon post-discovery action was passive—29%           is to create an interactive experience that ties          will continue to be a lot of different options.
                     sheets, the list of music featured in programs,     of consumers said they waited to hear the song      the program to the second screen during the               We’re seeing across all [options] it’s ease of use
                     are often finished after the date of broadcast.     on the radio. But there is proof consumers          creative process rather than after postproduc-            that’s the driving factor that makes a difference
  50                   60
                     Daryl Berg, executive director of music at TV       take action upon discovery—23% said they            tion, Audible Magic’s Friedman says. In other             in whether something will be successful.”
                     production and distribution company Shine           went to an online video site like YouTube, 22%      words, the producers would start to contem-               2. ComPanIEs nEEd To address many dif-
                     America, says music departments are often           looked for the artist using a search engine and     plate interactive features and what content               ferent demographics and types of consumers.
                     understaffed and producers need incentives          15% went to the artist’s website. It’s important    could be added to the second screen when pro-             “the challenge before is not either/or, it’s to
                     to complete them on time.                           not to miss a chance to convert interest into       ducing the show. Examples of second-screen                build all these new models and superserve the
                                                                         a purchase, Lakeshore Entertainment senior          content are information and e-commerce op-                consumer,” lakeshore Entertainment senior
                     Discovering independent and unknown                 VP of music and soundtracks Brian McNe-             portunities of featured products, cast biogra-            Vp of music and soundtracks brian mcnelis
                     artists takes even more work. According             lis says. McNelis says he requires his team         phies, historical information of the setting and          says. but serving each group of consumers will
                     to the NPD Group/NARM study, 42% of mo-             to limit a consumer purchase to two clicks.         coverage of the artist and songwriter behind              take flexibility. “the top 10% of most commit-
                     tivated discovery involved unfamiliar artists                                                           the program’s music synchs. This approach                 ted music fans are also probably the biggest
                     while the remainder—58%—involved artists            Incentivize producers to complete cue               would solve the problem of cue sheets being               pirates,” mcnelis says. “if we’re not going to
                     the listener already knows or likes. It stands      sheets well before the time of broadcast.           unavailable by the time a program is broadcast.           get them back, if the most committed con-
                     to reason that lesser-known artists would           Producers are short-staffed and don’t always                                                                  sumers are already gone, we better figure out
                     benefit from improved discovery tools than          have the resources to complete cue sheets,          The cost of discovery could be built into                 how to get the rest of them. that’s why mak-
  50                 more established acts.
                       60                                                Shine America’s Berg says. Enticements could        the service. On average, consumers favor dis-             ing a tighter weave on the net so we can catch
                                                                         be direct monetary incentives through sales,        covery models for which the cost is included              them in one or two clicks [is so important].”
                     hOw TO mOve fOrward                                 although that’s problematic because digital         in the music or merchandise (30%), accord-                3. don’T forgET abouT albums. the
                     Getting to the future of music discovery on         music revenue can be split only so many ways.       ing to NPD/NARM research. They are less                   internet is a medium for singles. but people
                     TV will require teamwork on the part of all         The incentive could take the form of promo-         interested in a one-time annual fee (20%),                don’t fall in love with artists just because of
                     companies in the value chain, from the pro-         tion received from the network or featured          watching advertisements in return for the                 singles, Shine america executive director of
                     viders of metadata to the services that stream,     artists in advance of broadcast, by letting         service (20%) and a small per-use fee (19%).              music Daryl berg says. “you fall in love be-
                     sell and store digital music. Here are the best     fans know what songs will be included in a          Having the fee included in a monthly phone                cause of a song and their next song and their
                     places to start, according to the experts.          program, for example. Or the label and artist       bill was the least desired payment method                 next song that you have a 45- or 50-minute
                                                                         could buy into the video and create a revenue       (9%). Committed music fans are the most                   experience with. if we keep feeding people
                     Focus on connecting consumers to music              stream for the producer, says Eric Hanson,          open to including the fee in a monthly mo-                on a song-by-song basis . . . we’re not going
                     at the moment of discovery. Consumers               a former manager at Microsoft who worked            bile bill or one-time annual fees. However,               to build artists.”
                     need to hear it, be exposed to it and know what     with the video-on-demand service available on       they’re far less interested in the per-use fee,           4. TomorroW’s TVs WIll ProVIdE new
                     it is easily. Once they do, they need an easy       Xbox, Zune and Windows Phone. This is only          indicating an expectation of high usage for               opportunities. Sets with next-generation “4k”
                     way to access the music through their prod-         a stopgap solution, however. Improving the          which such fees would be cost-prohibitive.                resolution debuted at the Consumer Electron-
                     uct/service of choice, be it iTunes, Amazon,        delivery of manually created, labor-intensive                                                                 ics Show in January. Contemplating where to
                     7digital, Spotify, Rhapsody, Amazon MP3 or          cue sheets lacks the potential of automated         Integrate subscription services with dis-                 display information on a 3-D plane is interest-
                     another store or service. “All of those steps are   digital services that can replicate the process.    covery. Windows Phone, for example, has a                 ing, audible magic Vp of marketing and cus-
                     the problem that needs to be solved,” 7digi-                                                            Shazam feature that connects to the Zune sub-             tomer support Jay Friedman says. “you can
                     tal’s Nauman says.                                  Find technological solutions to cue sheet           scription service, Hanson says. “That’s where             really enhance the experience. you can over-
                                                                         problems. For example, Soundmouse is a              the magic happens.” TV viewing app Miso                   lay information in front of the plane in a way
                     Integrate discovery with mobile apps. Sec-          Web-based service that aims to “provide ef-         connects viewers to a currently playing track             that’s less distracting than [typical] overlay.”
                     ond-screen viewing circumvents the limitations      ficiencies to significantly reduce the head-        on Spotify. As an increasing number of music              5. PlaTforms and dEVICEs will be con-
                     that networks have with displaying additional       ache and costs in terms of time and resources       fans use on-demand subscription services as               nected to deliver a better experience. music
                     information (e.g., artist name, song title) on-     needed to manage, report and distribute cue         a home base for cataloging and listening, it’s            services already have millions of songs. now
                     screen while a song is playing. Networks often      sheets,” according to its website. Soundmouse       logical to connect the moments of discovery               it’s up to developers to connect music collec-
                     need to reserve the bottom third of the screen      helps producers enter cue sheets more effi-         to the preferred mode of listening. Subscrip-             tions with discovery moments. “What would
                     to promote other network programming.               ciently and gives broadcasters a standardized       tion services can enable repeat listening to the          be really great is that your tV or device learns
                                                                         format for improved reporting and analysis.         songs identified with apps like Shazam and                more about what you like, and starts recom-
                     Shorten the distance between discovery              But, again, addressing problems with manu-          SoundHound. Songs identified by these apps                mending,” tag Strategic managing partner
                     and purchase. NPD/NARM research has                 ally created cue sheets is more of a stopgap        could be turned into playlists. Subscription              ted Cohen says. “how do you get me to the
                     found just 15% of consumers purchased a             solution than long-term progress.                   services can build playlists of recommended               music i like quickly? but more importantly, how
                     music download upon discovering a new art-                                                              songs and artists based on identifications. App           do you get me to that music that i’m totally un-
                     ist or new release and just 11% streamed the        Producers can bake interactivity into the           developers will need to work with subscription            familiar with and make a connection?” —GP
                     song from a music website. The most com-            creative process. The next phase in discovery       services to enable these functions.         ••••
   credit tkb

                                                                                                                                                                                              may 26, 2012 | |              17
                                                                                                                                                                                     monthtk XX, 2012 | | 17

Shared By: