Hulu's Tramp Stamp

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Hulu's Tramp Stamp
Number 118
Broadcast Date April 2, 2013
Episode Length 1:14:54
Hosts Brian Brushwood, Tom Merritt

Aereo beats TV networks, HBO Thrones piracy, Viacom filing rewriting DMCA, Hulu rumors.

Show Segments

Opening Video

The First Honest Cable Company Commercial

The Big Story

  • Aereo said to be talking partnership with AT&T and Dish. [1]
  • Aereo wins major court battle against TV networks. [2]

Another Big Story

  • President of HBO Sports says HBO Go will stream live events by the end of this year. [3]
  • HBO Programming President gets it. [4]

Yet Another Big Story

Viacom filing attempts to rewrite DMCA, shift burden of proof, wipe out safe harbors and require mandatory filtering. [5]

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Slipstream

  • Latest Hulu rumors suggest it could be up for sale, again. [6]
  • YouTube announces new live-streaming video API for game developers. [7]
  • BlackBerry 10 users in the US can now watch TV shows from PBS, Univision, and Viacom. [8]

Tube Tops

  • This is what XBMC looks like on the $99 Ouya game console (and it looks good). [9]
  • Boxee TV gets DLNA, 3-D streaming and more. [10]
  • Intel said to be nearing media deals for Pay-TV service - bout to begin financial negotiations with News Corp. [11]
  • Ericsson said to discuss buying Microsoft’s TV-software unit. [12]
  • Google TV's PrimeTime app update welcomes Amazon Prime content. [13]
  • Apple iTV iffy this year because of supply issues, says report. [14]
  • Charter to antenna maker: don’t tell our customers about cord cutting. [15]

Film Falm

  • Netflix signs up The Matrix, Babylon 5 creators to develop a new sci-fi series: Sense8. [16]

Premiering This Week

Evil Dead and Mad Men premiere this week.

What We're Watching

Brian

  • Bioshock Infinite
  • Doctor Who
  • Game of Thrones
  • Adventure Time
  • Regular Show

Tom

  • Doctor Who
  • Orphan Black
  • Game of Thrones
  • Walking Dead
  • Archer
  • Arrow

Feedback

  • Christopher wants advice on whether he should do appointment viewing of television (specifically 'Game of Thrones') or wait until the season finishes and watch at his own leisure.

"Hey Brian and Tom, I have recently moved and had to change my cable company. In, typical cable bundle fashion, I now receive the premium channels (HBO, Showtime, Starz, Etc) free for the next 6 months. I decided to use this opportunity to catch up on “Game of Thrones”, and I have not been disappointed.
I have become accustom to watching “Game of Thrones” at my own pace, and with the new season starting, I realize I am now going to start doing appointment television like old media wants me to do, and I really want to rebel against that standard.
So my query to you is, should I wait for the season to be finished and watch the show “When I want, how I want and where I want to watch it”? Or, should I watch the story as old media wants me to?
Thank you for your time and consideration.
Christopher Copping - Portland, Oregon
P.S. Yes, yes. I know!! George R.R. Martin fans have been waiting for the next book in his “Song of Ice and Fire” series for YEARS and it isn’t a lot to ask me to wait a week for the next TV episode… Still I want to live a (semi-)cord cutters dream."

  • Derrick Chen writes in a comprehensive addendum to discussions regarding the Nielsen family, social engagements, and advertising.

"Hi Tom & Brian,
Apologies for the lengthy email, but I found myself screaming in public as I was listening to this week’s show while walking down the streets of New York. I wanted to chime in on your discussion regarding the Nielsen family, social engagements, and advertising.
I have to agree with Tom’s statement that the first and most basic item advertisers look for is the number of impressions (eyeballs, households, people, etc.). Also, it’s crucial to separate the content (show) from the advertising, whether it’s embedded (via product placement) or surrounding it via ad spots (commercials). A show can get a lot of tweets (or social engagements), but it does not necessarily carry over to the advertised products around the show. Also, we’re only talking about so many products and brands that have the ability to elicit audience engagement. It may be easy to get people to tweet about the newest iPhone commercial or the latest trailer for Star Trek, but Procter & Gamble and Pfizer are most likely not going to use social engagements as the main metric for success in their ad campaigns, at least when it comes to TV advertising.
I want to backtrack to some basic concepts of advertising. Very generally speaking, we can break advertising into two types: branding and direct response. The latter, direct response, focuses on a specific target action to occur based on the advertisement. Especially with the advent of digital media, TV (a normally passive activity) is normally avoided for DR campaigns. Online works well as there are several ways to track users down a certain funnel or process flow. To Brian’s point about targeting users, such a thing does exist already and is often used by DR advertisers, but I’ll get back to this later.
Branding focuses on general awareness. While there may be a larger overarching goal of getting people to buy more Pepsi or opt for Kleenex over Puffs, advertisers are usually just looking to get as many people to see their messaging or ad spot as possible. For the super big brands, their target audience is so wide and broad, they look to partner with the biggest shows on TV. Occasionally, when circumstances are right, they’ll look into a bigger, more integrated partnership in an attempt to align with a show (based on theme, popularity, etc.); but this is rare, not the norm. Back to Tom’s point though, advertisers want to ensure that for every dollar they spend, the ad is hitting as many people as possible – that’s why they look to Nielsen to provide research on where people are. Social engagement in a branding campaign is a nice to have and can possibly reflect sentiment, opinions, etc. and other useful information but it isn’t the main currency to which the campaign is judged. At the end of the day, the main action for television is viewing, not tweeting; hence, the basic measurement metric will always be views, first.
Now going back to reaching targeted audiences, that’s long been in existence. Even before the Internet, companies offered to “scrub” mailing lists so that advertisers could mail ads to the people they were trying to reach. Today, hundreds of companies provide all sorts of data and targeting capabilities based on data, online habits, opt-in registration, etc. – it’s one of the main issues people take with companies like Facebook and Google. I can setup an ad campaign today to target dog-owning professional technology enthusiasts living in the Los Angeles metropolitan area (I can target down to the zip code!) who frequently take flights up to the San Francisco Bay Area. I can also ask several companies to target podcasting magicians living in Texas who may have been looking up baby products in the last 30-90 days. Advertisers can target people by behaviours, location, social engagements, websites visited… even that registration form you might have filed out at a county fair five years ago that got uploaded into a database, to which your info was then collected by a data company. What can be scary to some is that targeting has come down to such a science that you occasionally get reports of people getting ads based on information they’ve never sent out (medical conditions, sexual orientation, pregnancy, etc.). Did you know a lot of companies offer look-alike behavioural targeting, which will extrapolate potential targets based on similar habits and data of verified targets?
So going all the way back to the initial topic about TV and online video, if targeting exists, why do people still advertise in very broad areas, like TV shows? Again, it comes down to various goals of the advertiser. They may be looking for general branding, awareness, market alignment, etc. Also, TV at this point only has a fraction of all the advertisements out there. Truth is, several companies have looked more to digital platforms for their ad campaigns. Brian, you started to speculate about a future where advertisers are focusing on viewers and not the show – that’s already been the case. That’s exactly the issue with YouTube I was talking about a few weeks back. Google doesn’t sell YouTube videos by the show, they sell it by the audience, by the target, by the data it collects. Same goes for Hulu – they technically won’t let advertisers cherry pick shows; you’ll have to buy genres or audiences. It helps the shows that normally wouldn’t sell on their own to make money, but it also strips content producers of any direct recognition for their content. Oh, and Hulu charges extra if I’m adding extra targeting factors (Hulu Plus, viewing device, etc.).
Anyways, I was able to clarify a few things and not confuse everyone even more. Always a pleasure listening to you guys!
Cheers, Derrick"

  • Rob added an example to Brian's parody/fan fic discussion regarding Charlie Ross doing 'One Man Star Wars' and 'One Man Lord of the Rings'.

"Hello guys,
Another example Brian is looking for just popped in my head when I finished episode 117, Charlie Ross does 'One Man Star Wars' as well as 'One Man Lord of the Rings'.
He has the ok from Lucas to do Star Wars but was in a legal battle with the Tolkien family for a long time over the right to do LotR, he now can do it but has weird stipulations. I can't remember all the details about the situation but he has some contact info @ 'onemanstarwars.com', you might be able to get him on the show!
Rob in Victoria, BC"

The Spoiler Zone (Doctor Who)

This week the boys first talk Doctor Who.

The Spoiler Zone (Game of Thrones)

This week the boys conclude with talk of Game of Thrones.

Great Quotes

  • "It's like that service where you can say, anonymously like, 'Yeah, I'd go for that person' and then if that person has also said anonymously the same thing, then they'll give you the chance to get to know each other." -Tom (24:38)
    • "Is that a service? What is that? Did you just describe, like, Adult Friend Finder or something?" -Brian
    • "Yeah, basically. It has the word "bang" in it, I just don't remember the actual name." -Tom

Fun Facts

YouTube

Links


Preceded by:
"Tommy and the Brain" 		Hulu's Tramp Stamp
 Followed by:
"Fox Takes its Ball Home"
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