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Grouper 3.0 Overview
April 2007
CONFIDENTIAL
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Number of Viewers
Grouper 3.0 Opportunity
Number of Videos in the Category
“Hollywood” Content
• High quality content viewed
by many
• Less viral and offers less
variety than UGV
CONFIDENTIAL
The Opportunity
• Combine the viral nature
of user-generated video
with the quality of
“Hollywood” content
Viral Video
• Unlimited variety of content
• Highly viral
• Lacks quality of traditional
studio content
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Grouper 3.0 Overview
• Leverage the best of breed editorial and technology to surface the
most appealing content
• Acquire and produce viral vides to populate Grouper’s core
channels
• Engage users and partners to build a meaningful pathway to fame
• Syndicate Grouper channels across Grouper’s large & growing
global video network
• Build a global video ad network by leveraging Sony TV sales and
rep firms
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Recent Updates Built the Foundation for a
Channel-based Service
Home Page At Acquisition: Immersed Users in a
Wide Variety of User Generated Video
Home Page Today: Presents
Editorialized Content on a Channel Basis
Home Page Emphasizes
Featured Channels
Video wall cycled
through a mix of user
submitted videos
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Grouper 3.0 Builds on the Channel Model with
Programmed Content for Well-defined Verticals
“Sound Check”
Example of a Premium
Grouper 3.0 Channel
Focused on Independent
Music
Users can browse
through multiple
channels at any time
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Programming Strategy
Channel-based
Programming
• Tap into passionate
content communities
– Attract content creators
– Engage audience to
rate videos
• Organize content for easy
browsing and discovery
• Create context for users to
submit videos based on
channel themes
Fame Partnerships
Content Pyramids
• Lend credibility to
channels
• Provide high quality
editorial
• Attract users by providing
opportunities to become
famous
• Bridge the gap between
independent and
professional videos
• Provide an editorial voice
as a “tastemaker” for the
channel
• Create a path to
recognition for content
creators
• Generate marketing & PR
• Encourage users to
interact by ranking videos
and creating playlists
• Offer content syndication
opportunities
• Award cash prizes to
“People’s Choice” winners
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Channel-based Programming
Premium
Basic
“The Best Content That’s Not on Television”
Sample Channel Concepts
• Seize a new programming opportunity
unavailable to broadcast television
• Spoof and Sketch – sketch comedy
and spoof busting
• Evolve traditional UGV by using programming
“pyramids”
• Wicked Animation – not Disney
• Brand channels with a strong point-of-view
• Sound Check – Unsigned bands
rise to fame
“Contextualized User-Generated Video”
Sample Channel Concepts
• Organize UGV and third-party content into
channels based on entertainment genres
• Action Sports – Skate, surf, ride
• Differentiate through editorial voice, multiplatform distribution and path to recognition
• Citizen Journalism – News, opinions
• Travel – Stories, insights, guides
Launch in June with 7 Premium and 10 Basic Channels
Expand to 15 of each by December
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Grouper 3.0 Premium Channels* and Fame Partners
Show
Concept
Potential Fame Partners
Spoof Central
The Internet is awash with spoofs. Spoof Central
will be the premier destination.
Sony Pictures Television, The
Onion, Mad TV, National
Lampoons, SNL
In The Office
Passion center for all things office humor. The
cult of the film "Office Space" coupled with the
popularity of the "The Office"
Steve Carrel, Ricky Gervais,
Dilbert, Mike Judge, Office Space
SoundCheck
Video magazine covering independent music.
Band focus.
Sony BMG, Spin Magazine,
Rolling Stone, Clear Channel
WTF
WTF is the sketch comedy the SNL guys really
want to do, but can't on network TV
Sony Pictures Television, SCTV,
Groundlings, Late Night Talk
Shows
Wicked Animation
Short-form, edgy animation.
Sony Pictures Imageworks,
Animax, ILM, Pixar, Lucas Films
Get Mortified
“The place to post your past". Assets will be
used for video "Shoebox" and "Shortbus"
TBD
The Line-Up
From nationally touring comics to amateur
Christopher Walken impersonations.
Late Night Talk Shows, Comedy
Clubs (Improv, Laugh Factory, The
Cellar)
*Channel list is being finalized
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Fame Partners
Who Are They?
• Persons or companies with expertise / recognition within a specific content
channel on Grouper
– Persons should have access to compelling ad inventory (e.g., TV spots)
– Companies should have an online presence with desire to integrate Grouper
• Lend credence to Grouper channel and generate marketing/PR buzz
Purpose
• Drive incremental traffic and high quality uploads
• Access to new syndication opportunities
• Offer use of likeness, name, brand to channel
Partner Commitments
• Provide high profile “celebrity access” path to fame opportunities to at least one
content creator on a monthly basis
• Integrate Grouper into partner’s existing online site in a highly visible manner
• Cross-platform promotion of Grouper channel throughout the year (e.g., TV spots)
• Use admin tool to select “Weekly Partner Picks” which will be promoted as
featured videos on the Channel Page
• Record teaser video clips to use as promotion for channel
• Maintain high quality profile pages
• Attend at least 4 events per year sponsored by Grouper
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Fame Partner Integration
Fame Partner offers
users exposure in
mainstream media
Fame Partner branding
incorporated into
channel
Fame Partner Assists
with Editorial, Provides
a Subset of Content,
and Content Selection
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Pyramid Programming Integrates Editorial, Partners,
and a Path to Fame
Sample programming pyramid for “Soundcheck”
with Spin Magazine as a Fame Partner & Tastemaker
Spotlight
Video
“Featured”
Editorially
Chosen
Videos
“The Fray”
All Videos
Uploaded to Channel
CONFIDENTIAL
• Produced episodes co-branded with Spin
• Editorial and feature selection managed
with input from Spin
• Clips from Spin
• Grouper produced
• Third party clips
• Licensed content
• User generated
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Awards Offer Additional Recognition and Engage Users
People’s Choice
• Awarded monthly to the most viewed video on each channel
Editor’s Pick /
• Awarded to featured videos on each channel as selected by
Grouper editorial staff and / or Fame Partners
Featured Video
Leaderboard
Rankings
Tastemaker Status
• Awarded to featured videos on each channel as selected by
Grouper editorial staff and / or Fame Partners
• Awarded to users with most popular video playlists
Mix of awards granted by editors, partners, and audience
Site allows users to feature their awards in playlists and user profiles
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Grouper: A Global Video Network
• Grouper’s global video network allows us to seamlessly push channels and videos to an
audience of millions
• Videos shared on grouper are visible across hundreds of sites
– Syndication deals with leading social networks Hi5, Piczo and Bebo
– Expanding the network with AOL, Sprint, MSN, iTunes and other portals to increase reach
– Pioneering one-click publishing feature to allow anyone watching a Grouper video to easily
publish to social networks and blogs
• Grouper video can be seen on multiple platforms
– Branded channel on Bravia TVs
– Bundled with PSP firmware and all Sony VAIOs starting in May
– PS3’s high profile effort, Home, will feature video from Grouper
– In talks with the Sony camera and camcorder division to power sharing across devices
• Network should reach almost 250mm streams per month by mid-summer; once Grouper
syndication deals are fully launched
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Grouper Video Network Partners
Cross-Sony
Partnerships
• Power video
uploads
• Embed
screensaver
and software
User Driven
“1 Click”
• Users
syndicate
playlists via
embedded
player
Distribution
Partners
• Embed Grouper
player on
partner sites
• Distribute
content
“pyramids”
Marketing
• Purchase
advertising
on high traffic
web sites
• Drive users
back to
Grouper.com
Digital Imaging
CONFIDENTIAL
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The Embedded Player Allows the Grouper
Experience to Be Syndicated Across Partners
Consistent Branding
Common Features
- Awards
- Ranking
- Playlists
Watch this video on Grouper.com
Add a video comment to this video
CONFIDENTIAL
Add to Hi5 Profile
15
Grouper 3.0 Next Steps
• Finalize channels for launch and begin to seed those channels with
original content
• Negotiate short-form agreements with potential fame partners
• Finalize site redesign and feature development
• Continue to expand Grouper syndication network / partnerships
• Expand advertising to include new 3.0 opportunities
CONFIDENTIAL
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