Check out this fantastic post about BudTv's woeful success from Millward Brown's Nigel Hollis, which echoes many of the comments made here by Jake Garber a few months ago. Apparently the site is achieving a mere 10% of its forecast visitors.
No surprise when you consider it's a closed community that's near impossible to register for stocked with marginally amusing content (at least according to a focus group conducted by Millward Brown).
He cites a comment from Jackson West at newteevee.com that BudTv's content is forcibly viral by committee (fantastic turn of phrase, BTW).
The damning truth: "But apart from the reaction to the content, there is a fundamental mismatch between Bud.TV’s presentation style and the interactive experience many younger people are looking for online: it doesn’t offer a sense of discovery or a means of self-expression." Great insight - which I'm guessing Bud wishes they'd thought of.
Will be interesting to see where this thing goes..........My bet is - they open it up to non-registered users and put all the stuff (the better stuff, perhaps), on YouTube, etc.
YouTube lacks the requisite age gate--a painful reality of doing business in a regulated industry.
Posted by: David Burn | April 12, 2007 at 03:14 PM