Broadband Begets Video Content Demand, AtomFilms, Maven Networks Team To Fill It

AtomFilms has tapped Maven Networks to supply ad-serving technology for what the companies are billing as the first online service to offer high-quality presentation of independent films. The real news, however, may be that AtomFilms is giving Maven a high-profile platform -- especially as this week's Sundance Film Festival trains the spotlight on independent films -- to show how it can help media companies get out of the software business.

"Look at ESPN Motion--great product, but [ESPN] had to build it on their own," explains Maven co-founder and Chief Executive Officer Hilmi Ozguc. "We've done the dirty work for any company that wants a quick and easy way to get started. Nobody wants to have to hire an army of flash programmers," Ozguc said. Detailed usage tracking and high-quality playback are among the features touted by Maven. Given that the ads play prior to the film or other content, viewers can't skip them or change channels.

Maven is banking on the continued surge in the amount and quality of video content available on the Web, although only a handful of major players have thrown their hats into the ring. The way the company sees it, more consumers are spending upwards of $50 per month on broadband service. For that money, Ozguc believes, they will soon demand more than quick shifting between Web pages. The interactive world has largely been a frustrating experience for them, he says.

However, high-quality video has proven exceedingly popular in limited doses, with increased view times, repeat viewings, and interaction rates. Add to this advertiser demand for a more TV-like experience on the Web, and it's likely that media companies will scramble to provide more and better video in the months ahead.

For his part, Ozguc doesn't believe that real growth in high-quality online video will occur until 2005. That said, he's keenly aware that being one of the first companies to market with technology that will ease advertisers into the mix--not to mention hooking up with prestige Web destinations like AtomFilms--could make Maven a highly coveted partner when the boom begins.

There's pent-up demand among advertisers that are trying to reach the right demographics online, Ozguc says: "Look at movie studios--their core audience of teenagers spends more time in front of the computer screen than anywhere else. Companies are dying for more video inventory." Ozguc predicts that automotive, consumer electronics, and pharmaceuticals will be the leading advertiser categories in the space.

AtomFilms' partnership with Maven debuts today after a month-long beta test. The service, which can be accessed at http://hidef.atomfilms.com, is notable for a higher level of video quality than what has previously been offered on the Web. Each week, three movies will be delivered to viewers' desktops. Two movies per month will be viewable in Windows Media High-Definition Video at 720p resolution or three times the resolution of a regular DVD video.

"It rivals anything you've seen on TV," Ozguc enthuses. "In the TV world, you still have to wait for people to spend $3,000 or $4,000 on a TV set. In the PC world, a good subset of users have machines that can accommodate the High-Definition technology already."

Launch advertisers for AtomFilms Hi-Definition include Nintendo of America and Microsoft Corp.

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