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

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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 Powered By Docstoc
					   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

				
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