3. About Us
What
C3 WebTV is the online video division of Collegivity, LLC, an emerging
new media company focused on the production, distribution and marketing
of original, creative and independent college-centric digital media.
How
Cultivating a collaborative online community for collegiate artists•
Producing original college-oriented entertainment for the web•
Showcasing independent, original and high-quality student media•
Why
To facilitate the creative process•
To support aspiring artists, musicians and filmmakers•
To establish the leading online college entertainment destination•
A Cutting Edge Online
Video Experience
High-Definition video streaming through BitGravity™
Integrated with the largest global tier one reach network in the world•
High throughput architecture ensures large files are delivered without buffering or fail•
Unparalleled responsiveness: video plays smoothly without stalling or choppiness•
Inherently-Viral Custom Flash Player through Mobile Rider™
Ability to email-a-friend, embed to MySpace/Facebook etc...or grab permalink/RSS feed•
Dynamic playlist with dedicated channels and keyword search for specific videos•
Mobile downloads for iPod, PSP, Zune and over 300 mobile phones with future updates•
4. A Revolutionary
Programing Approach
Peer Produced Content
Peers Trust Peers: Closer Personal Connectivity=Higher Credibility•
Peers Support Peers: Bottom-Up versus Top-Down Media Flow•
Peers Attract Peers: Intrinsic Grassroots Communities and Networks•
Programming Philosophy
Quality: Higher than YouTube, Faster than Hollywood•
Multiformity: Maintain engagement through series blogs, soundtracks and images•
Variety: New 3-5 minute episode released daily, updated weekly, for a 12-16 week season•
Highly desirable and targeted fan base
Target Audience: 18-22 year-old, New York City/Urban-oriented collegians
Trendy: Savvy early-adopters in lifestyle niches such as fashion, music and movies•
Influential: Regarded as well-informed and engaged in lifestyle niches by peers•
Impressionable: Open to experimenting with new brands and services within niche industries•
5. Program Slate
Genre: Documentary/Reality
Launch: Fall 2008
My Freshman Year
A documentary that follows a freshman’s
transition from high-school to college
and adolescence into adulthood.
Target Demographic:
High-school juniors/seniors: 16-18 year-old•
Incoming freshman: 18-19 year-old•
Integration Opportunities:
Consumer electronics
Laptops•
Cameras•
Cellular phone/PDA•
Consumer services
Travel•
Insurance•
Banking•
Retail
Electronics and appliances•
Home furnishings•
Housewares•
Consumer Packaged Goods
Apparel•
Cleaning supplies•
Food and beverage•
6. Genre: Variety show/Talk-show
Launch: Fall 2008
Music Revue
A music review show featuring up and coming
college musicians discussing their experiences
and music before they perform a live revue in
front of fans.
Target Demographic:
Current college students•
Independent music aficionados•
Integration Opportunities:
Consumer electronics
Portable audio devices•
Musical instruments and equipment•
Consumer services
Music schools•
Recording studios•
Equipment rental•
Retail
Audio equipment•
Video equipment•
CD releases•
Consumer Packaged Goods
Apparel•
Food and beverage•
7. Genre: Educational/Talk-show
Launch: Fall 2008
Behind the Seams
A fashion reporting show that provides viewers
an in-depth look at the fashion industry through
the eyes of college students working within it.
Target Demographic:
Current college students•
Fashionistas•
Integration Opportunities:
Consumer electronics
Cellular phone/PDA•
Consumer services
Fashion design schools•
Fashion publications•
Fashion merchandising stores•
Retail
Home furnishings•
Housewares•
Consumer Packaged Goods
Apparel•
Footware•
Cosmetics•
8. T.M.R.S.
“The Movie Review Show” features a stand-up
comedian who reviews selected student films
and isn’t afraid to express his opinions or ask
tough questions.
Target Demographic:
Current college students•
Aspiring filmmakers, actors, directors etc…•
Integration Opportunities:
Consumer electronics
High-Definition television set/projector•
Blu-Ray DVD Player•
High-Definition camcorder•
Consumer services
Film/Media schools•
Production facilities•
Equipment rental•
Retail
Video equipment•
Audio equipment•
DVD releases•
Consumer Packaged Goods
Apparel•
Food and beverage•
Genre: Stand-up Comedy/Talk-show
Launch: Fall 2008
9. Real Estate
A modern comedy about the shark-filled waters of the real estate industry in
Manhattan. The story centers around ANDREA COLLINGSWOOD, a pretty and
savvy mid-20’s editor who is relocating to New York City from San Francisco to
ghostwrite an autobiography of world renowned tycoon LARRY LAZLO. She’s old
enough to have some smarts about life but young enough to not really have a clue.
The mood is real-life ridiculous, with terrible things happening to poor Andrea as
she tries to survive in the city.
Target Demographic:
Current college students•
Recent graduates•
18-35 year old young adults•
Integration Opportunities:
Consumer electronics
Laptops•
Cameras•
Cellular phone/PDA•
Portable audio•
Consumer services
Travel agencies•
Moving services•
Storage Services•
Apartment rental companies•
Retail
Electronics and appliances•
Home furnishings•
Housewares•
Consumer Packaged Goods
Apparel•
Beauty•
Cleaning supplies•
Food and beverage•
Abbreviated Series Outline
Episode 1: A Fish Out of Water
Episode 2: First Night
Episode 3: Sink or Swim
Episode 4: Night on the Town
Episode 5: Townhouse Elevator to Hell
Episode 6: Interview with the Co-Op Board
Genre: Scripted Comedy
Launch: Spring 2009
10. Advertising Opportunities
Display Advertising
- Static¹/Rotating¹ banner ads in WebTV player
- Static¹/Rotating¹ companion ads over WebTV playlist
- Square Button¹ ads within Mobile Download Store
- Leaderboard²/Skyscraper² ads on episode/character/crew blogs
Video Advertising
- Pre-Roll/Post-Roll in-stream³ video ads with companion¹ banner ads over WebTV playlist
Integrated Advertising
- Brand Integration into series arch
- Service Integration with character usage
- Product placement with pre-determined time for “on-air” exposure
Sponsorships-“Corporate Collaborators”
- Segment Sponsor: Relevant prizes, special contests for specific series segment
- Series Sponsor: Comprehensive display/video/integrated advertising package
- Exclusive Sponsor: Series Sponsor plus Mobile Download Store Sponsor
Custom advertising packages
- Negotiable with specific series producer and C3 WebTV
¹Standard IAB sizes apply. Custom sizes if no bigger than 595 x 395. Must be PNG format.
²Standard IAB sizes apply: Leaderboard: 728x90 pixels, Skyscraper: 120x600 pixels, Wide Skyscraper: 160x600 pixels
³No bigger than 1MB.
15. Value-Added Services
Bespoke Contract Clauses
- Traffic-guarantee¹
- Display/Video Ads will not run unless pre-determined metrics achieved
- Placement-protection
- Brand/Service/Product integration disclosure is at the discretion of advertiser
- Products will be inventoried and returned as per industry practice
Comprehensive Advertising Solutions
- Third-party advertising server integration compatability
- Custom design services from our collaborative of student artists
- Increased exposure to peer communities and networks
- Increased message effectiveness
- Increased company favorability
Cross-Marketing Opportunities
- College Creativity Collaborative
- Online social network for artists, musicians and filmmakers
- Future development: discussion boards, classifieds, polls
- C3 WebTV Events
- Talk-show tapings
- Live screenings, launch parties
-C3 Radio
- Regular musical showcases
-C3 Gallery
- Regular exhibits of student work
-Collegivity Productions
-Co-develop original series to cater to certain untapped niches
-Co-finance original series from student film submissions/pilots
¹Based on Google analytics
16. Traffic Data
Visitor Traffic¹
- ~2,000 unique visitors without any major marketing efforts beyond New York University
This means about 10% of NYU’s undergraduate population has already visited the site, viewing
around 20,000 pages and spending about 6 minutes per visit.
- On average, there have been 60% new visitors month on month
Traffic Sources
- Direct traffic testament to word-of-mouth activity
- Referring sites were primarily Facebook and Myspace
Traffic Caveat
- Initial season was launched over a six-month test-period focussed solely on New York Univer-
sity. Careful expansion to more schools in the New York City area will be carried out based on
feedback and analysis of marketing efforts this past season.
- Our overarching aim is to deliver highly-targetted and selected viewers that are heavily en-
gaged in our content.
- We believe in curating growth and controlled marketing to preserve our brand integrity and
those of our partners and to ensure a fresh and exciting discovery experience for new viewers.
Selected Marketing Initiatives
-Offline
- Posters and fliers distribtued to relevant New York City college campuses and dorms
- Live tapings of certain segments such as interviews around relevant college campuses
- Online
-Pre-Release on C3 WebTV
- direct email from cast and crew members to at least 10 family and friends discussing
upcoming episode release
- Instant Messenger screenname and away message mentioning episode and site
- Comments post in favorite sites and forums frequented by cast and crew
- Commens post in targetted sites and forums directly related to series
- Release on C3 WebTV
- Cast and crew will embed video on respective MySpace, Facebook profiles with links
¹Based on Google analytics
17. Contact
*Web
- www.C3.tv
- www.collegivity.com
E-mail
- webtv@C3.tv
- development@collegivity.com
Phone
- 212-699-1899
Really?
- 50 West 34th Street Suite 6A2
New York, New York 10001
Alvin Liong
Creative Director, WebTV
C3 WebTV
alvin@C3.tv
www.C3.tv/alvin
