|
TWST: What is Itiva?
Mr. Billard: Itiva is a new company that was formed about a year ago. It
was created by two inventors with the vision that the Internet would
become the medium of choice for rich media. And by rich media, we don't
mean little tiny video that you see on YouTube, for example, or in most
of the Websites nowadays. By rich media, we mean full screen, high
quality video that would be comparable to regular TV today. And so, in
order for the Internet to support this kind of rich media video, there
needs to be a technology solution to carry this kind of big traffic. And
this is what Itiva is all about. Itiva developed this solution, which
actually enables the broadcasters and the rich content owners (movie
studios, for example) to put more content on the Internet and to support
the shift that the audience is actually wanting. The audience wants to
be able to watch the content they want, where they want, when they want
on the Internet. TWST: What's the broader marketplace here that you are in? What are some
of the changes that you see coming in that marketplace? How will that
alter some of your own strategies?
Mr. Billard: The change in the marketplace is tremendous at the moment.
I will take the broadcasters as a key example, because I think they are
most representative. The broadcasters are already seeing a shift from
viewers wanting to watch video on the Internet as opposed to regular TV.
And the traffic on the Internet for streaming is already doubling today
every six to eight months, so there is a huge exponential growth of
streaming. The broadcaster is also seeing that the CPM on the Internet
is 3 to 4 times higher than it is on cable TV. For example, MTV is
charging $25 per CPM on the MTV Website. And so this is the shift that
we are all talking about here. It is basically a new on-demand economy
that is triggered by this new consumer behavior of wanting to watch what
they want, when they want, where they want.
Tickers included in this excerpt:
For more information call (212) 952 7433. The
Wall Street Transcript does not endorse any of the comments made by interviewees, and does
not make stock recommendations.
|
|
