Entertainment to Play a Large Role in Online Household Penetration

Posted on October 14, 1997

Despite a complex production environment, entertainment will likely play a big role in moving the online medium forward from 17% household penetration today, to 40%-50% in the future, according to Online Entertainment Co-Production, Partnering, and Site Syndication Strategies, a new research report available through Phillips Business Information Inc.

This is a result of major entertainment brands transferring their franchises online. Over the past year, online entertainment has seen a much larger group of companies just coming to market with consumer services, including Sony, Disney, NBC New Media, CBS, Warner Bros., SegaSoft and 20th Century Fox Home Entertainment.

These new distribution channels supplement the once tightly controlled online entertainment market's premier players, like America Online, Microsoft and Mpath Interactive.

The medium has to achieve status as a mass market distribution and access platform to attract more talent, money and consumer interest. This report is an opportunity for developers of games, show sites, networks and intellectual properties to determine which of these powerhouses are looking to partner and represent a suitable match for a piece of content, and how to speak to them in a meaningful way through well-crafted project pitches. It's also an opportunity for producers to pitch original and contract services to larger media companies and Hollywood studios.

"Finding the right production partners can mean the difference between success and anonymity in this business," said PBI's Doug Larson, Publication Director/Media, Information Resources Group. "Discovering the right outlets for original franchises is key."

Phillips Business Information Inc. is a division of Phillips Publishing International Inc. Phillips' 100+ business publications include news services, magazines, directories and databases, Web sites, research reports, and conferences. Some of Phillips' publications include Internet Week, PR News, Multimedia Monitor and Multimedia Wire.