NextNewNetworks

I read about them on NewTeeVee here. NNN is Media 2.0, NNN is launching a bouquet of channels on the web. Flash video, for embedding to promote viral distribution. The usual, you might say. As I said, until I realized how close to home this one strikes.

Disclosures: My professional 'track record' is based on old school mainstream television. When asked four years ago to develop a programming format and operational plan for a music channel it was pretty obvious to exploit the fact that mobile phone penetration in the Middle East was already close to 90%. Logical to adopt a business model with premium-tariff SMS chat as the primary revenue stream.
The 'juke box' still functions adequately, even if SMS chat is probably mega-out for the coolest segment of the target audience.

Then eighteen months ago I was asked to develop another niche channel, the 'special interest' to be served this time being viewers mad about cars. They are truly mad about their cars here in the Sandlands, which explains the grid-lock carmageddon on the local highways.

So, rent a second satellite transponder, create some programming and you've got a car channel beaming content to an audience stretching from Baghdad to Casablanca. Seemed perfectly logical just a year-and-a-half ago, when we commenced transmissions to coincide with the opening of the Dubai Motorshow.


I wouldn't, however, do the same thing today. And here (and here) are two reasons why not, from the guys to watch at NextNewNetworks.