"Case Study 2 2 Samantha Saeger BCIS 340 Section 4 Spring 2008 When There’s Demand There’s a Business Babak Farahi cameraman for local TV station in San Francisco TV Statio"
Case Study 2.2 Samantha Saeger BCIS 340-Section 4 Spring 2008 When There’s Demand There’s a Business Babak Farahi- cameraman for local TV station in San Francisco TV Station rejected viewers’ requests for tapes of their children, friends, or pets that appeared on station’s news broadcast. Sparked an idea in Babak in the late 1990s. Success 24 year old Babak set up 4 VCR’s in parents’ home, recorded the news every day, and persuaded TV station’s receptionists to refer viewers that requested a copy to him. It was a success and clients were small businesses, restaurants, and many parents who wanted copies of children’s TV appearance. Expanding Business Took business to another level when thought about expanding by creating closed-caption database of company products and names for sale to clients interested in monitoring press coverage of their business Database would store televised references to companies without having to wait for specific companies to request the service. Captions stored in digital form New Idea 2 essential ways for idea to thrive Congress passed law that would mandate that broadcasters and cable operators provide closed captioning for each show with text Other discovery was that there was no closed- caption database software. Babak shut down video recording business, committed himself to new idea, and hired programmers to build hardware and software for closed-caption text capture and searching. Multivision Within a year, his new company was born Based in Oakland, California Enabled companies to automatically receive TV clips with closed captions that mention their companies via the Internet Clients can receive all TV mentions or ones specific to certain fields (show, network, or a time of day) Multivision 8 offices throughout U.S. Records over 75 percent of 210 markets in country Sales projected to reach $17 million in 2005, second largest share in a $100 million market Future plans: expansion into international markets Focus more on niche broadcasters, with channels offered growing faster than ever Con’t Digital Showroom Covers more than 1,000 TV stations, almost 25,000 hours of daily coverage, and is industry’s most specialized archive Goals of company: watch every TV station in country for certain keywords, such as name of the company Clients can buy “buzz reports” to determine how much media exposure they received Quiz Questions True/False—The name of Babak’s recent company is Video Monitoring Services False!! It’s Multivision Quiz Question What business did Babak originally start before Multivision? A) Grocery store B) Closed captioning C) Recording requests for TV appearances of children, etc D) Tanning Salon Answer: C