The following case study was published in Technology Association of Georgia’s HUB Magazine in October 2015 (link to full article: http://www.magcloud.com/browse/issue/989674)…
Online video has evolved significantly in the past couple years and now has become a disruptive force in the TV industry. A new industry of multichannel networks, or MCNs, have emerged to provide important enabling technologies and services to original digital video creators who are producing content for YouTube and other digital video networks. Footprint.TV is a newly formed, Georgia-based multichannel network, formed by a handful of highly-experienced digital media and production executives from Georgia and New York, who joined forces to capitalize on major shifts occurring in digital entertainment. Footprint.TV is a MCN seeking to help digital content creators find new distribution channels, build digital audience and revenue streams, and even help them with content production. One of the first big challenges that Footprint.TV recognized was the necessity to have a technology platform that could enable them to aggregate, manage and distribute content creators, who would be syndicating their digital channels over the Internet from disparate networks, locations and technologies. The platform would also need to be able to easily and cost-effectively scale as distribution and the business grows.
Footprint.TV either needed to begin developing its own technology platform or it would need to find a partner who could provide all the necessary components of this new digital video network. Building their own required a significant capital investment and would likely take months or years to build. Therefore, Footprint.TV’s founders began their search for a technology platform partner. Fortunately, they did not have to look very far.
Another Georgia-based company, Endavo Media, was able to solve Footprint.TV’s technology challenges with its OTT Video Services and MCN Platform. Endavo has been in the Internet video industry and has been streaming video for global clients since 2007. The company has continued to develop its platform and solutions to meet the challenges of a rapidly growing and changing TV and digital media industry. Endavo execs recognized that the recent emergence of multichannel networks on YouTube would likely become yet another disruptive force to the TV industry as they are helping to create, curate and package premium content and entertainment completely outside of the traditional TV ecosystem. MCNs are capturing an increasing amount of the attention of so-called “cord cutters” and “cord nevers”, who largely avoid the traditional television. Endavo’s MCN Platform was the perfect fit for Footprint.TV, since it is entirely cloud-based, scalable and designed specifically to facilitate the evolution of digital entertainment with very quick implementation, open architecture, no capital expenditure and relatively low operating costs.
As a result of the Endavo platform, Footprint.TV has been able to quickly show a working proof of concept for its new multichannel video network to content creators (www.footprint.tv) without having to spend months or years and hundreds of thousands of dollars to build their own technology platform. The Endavo platform is enabling Footprint.TV to develop its business plan very quickly by providing the instant ability to easily acquire digital channels from various content creators seeking new distribution channels. In only a couple months, Footprint.TV has aggregated over 30 digital video-on-demand channels from various content creators, in addition producing their own content. Getting launched quickly also enabled Footprint.TV to forge yet another Georgia partnership with NDN (News Distribution Network) for news content and advertising revenue. Footprint.TV is now approaching local TV broadcasters and pay TV service providers across the U.S. with a new source of “millennial” content and potential revenue streams, as the traditional TV providers are also seeking to adapt to the significant shifts that are taking place in video entertainment consumption.
Paul D Hamm, CEO, Endavo Media