5 Questions with LittleCast’s Founder & CEO Amra Tareen -- My Exclusive Q&A

Today, I start my new column -- “5 Questions With ....” -- and in it, I will ask the same five questions of founders, CEOs and other top execs from digital media and technology companies that I have come to know and find to be of interest (and, as a result, hopefully interesting to you).  Each of these companies pass my “MUST CHECK OUT” test based on my own personal early diligence.  Importantly, this Q&A is exclusive to my blog -- this is a all fresh content.  So, my hope is that you will gain new insights by reading them.  Further, I want to keep the insights “pure” -- meaning that the answers come directly from the executive (and have not been altered in any substantive way).

For my inaugural column, I have chosen founder and CEO Amra Tareen of LittleCast, a cool new company that gives video producers (think comedians, physical fitness gurus, etc.) a new direct distribution path to monetize their own content online and on their own terms.  Amra is great -- passionate about LittleCast’s mission (an absolute “must” for me with any founder/CEO).  And, my own company, Manatt Digital Media Ventures, believes in her and her company’s mission -- so much so that we recently invested.

So, on with the questions:

(1) What is the reason your company exists (and what problem(s) are you looking to solve)?

We're here to help content producers sell their works where their audience already is: on facebook and their mobile phones. We take content marketing to the next level and encourage producers to make money from their content.  We don't agree with the notion that producers have to spend money creating content to engage their audience.  The content does that.  We're here to help them make a living from their passions. 

(2) How are you different from your competitors?

My competitors believe in having established brands and destination sites. LittleCast believes in the publisher’s or producer's brand and not diluting that.  You'll never see us ask a producer to drive their traffic to someone else's site.  We give producers the tools to make the most of what they have.  Our commerce video player can be embedded on their properties like their facebook page, website or blog.  They don't have to tackle additional burdens of promoting  content and pushing their audience to someone else's property.  Another differentiator is our personalization and discovery abilities.  These are difficult propositions for video, YouTube hasn't figured this out yet.  But, people you follow and like probably know what you like, so LittleCast makes it easy to discover and participate in the conversations around content your network is engaging with at any time. 

(3) Why will you succeed (and what is your single most important ingredient for success)?

In a word?  Experience.  We have started companies before!  We know the market is going mobile, embracing paid content, integrating social with real peer-to-peer commerce and watching more video than ever before on every type of device.  Our job is to execute well. We have to execute and hang in there until the product and solution becomes obvious to everyone.  We can't predict market timing (although we believe we're in the right place at the right time) but we have the stamina to make LittleCast a success. First-time entrepreneurs fail to recognize how much of a marathon a start up really is--this is not a sprint. We've done this before and know what it takes to succeed!

(4) What makes you unique (and what do you enjoy most outside of building your business)?

I'm a product of my upbringing, which was very global.  That, and my long-term perspective, empathy and a deep longing to change the world around me!  I also love the sound of the ocean and simple things in life: my family and friends.  These keep me grounded and very focused. 

(5) What digital media trend is most interesting to you (and what is the least)?

Without a doubt it's paid content. I believe people should make money from their efforts regardless of which industry they are from: journalism or other types of media.  If you put effort into creating content, you need to be paid for it.  Period. You deserve to make a living from you creative pursuits.

“Viral Videos Are Almost a Thing of the Past”, Says MCN Big Frame’s Sarah Penna

Late last week, I attended a high-powered digital media conference hosted by leading digital media/tech venture capital firm DFJ Frontier and leading talent agency UTA.  It was one of those rare (very) afternoon of panel discussions that actually “mattered” -- meaningful, insightful, educational.  One particular panel focused on MCNs (multi-channel networks), social media, and metrics (measurement of social media success and influence).  It was real-world, not Ivory Tower.  No press.  Just execs and entrepreneurs.

As one example, I found what leading MCN Big Frame’s Founder/Chief Creative Officer Sarah Penna (photo on the right) had to say.  Since an informal code of privacy cloaked the event, I asked Penna if she would be comfortable with me writing about what she said.  She was.  So here it is.  In particular, and most provocatively (at least to me, who considers myself fairly well-versed in all things video), she pronounced that “viral videos are almost a thing of the past.”  That really struck me.  And, why is that the case in her view? Because YouTube -- the ultimate universal television “channel” -- no longer features videos on its home page (and hasn’t for quite some time), which leads to a massive 1-2 punch problem that she calls “scarcity” and “discoverability.”  Both flow from the viewer’s challenge to find content that matters to them -- that is relevant to them.  YouTube’s previous home page incarnation curated videos -- guiding us to those videos deemed worthy to become viral phenomenon.  They were proclaimed to be as such.  And, so they became such.  Not anymore.

I asked her how her statement “jives” in the face of the current “must see” Russell Brand video and political discussion that has swept the Internet with over 6.5 million views as I write this on a Sunday morning 4 days after it was posted).  She pointed out that that happened outside the YouTube eco-system.  We need to find what “moves” us video-wise on our own -- with more effort -- and actively drive those videos to become global phenomena via our social networks and blogs.  (By the way, no matter what your politics are, you must respect Russell Brand’s passion, reasoning and eloquence in that video, the latter two of which certainly came as a surprise to me).

Penna -- who is both impressive and down-to-earth, by the way -- also answered questions about how the YouTube creative video development process is similar to, or differs from, traditional motion picture and television development.  "YouTube is more of a cult of personality than content development,” she concluded.  YouTube-ian content development is simply worlds away from motion picture and television development.  She expanded on this theme by indicating that YouTube content works when it "is a conversation” -- "and the power of that conversation comes from creating influence.”

Penna also underscored that sheer numbers are not enough.  While having millions of subscribers certainly doesn’t hurt, she emphasized that “t

here's a big difference between scale without influence and niche with influence. The latter is much more valuable.”

One more thing, Big Frame -- and other MCNs -- must justify their existences of course.  So does the roster of talent on Big Frame and others.  In other words, they must make money.  And, that means advertising.  So, how does a YouTube star stay “authentic” in the eyes of his/her audience amidst the reality of big brands infiltrating their intimate space?  Penna explained that she tells her clients to be “up front about it.”  “Tell your audience that this is your living.”

No reason to be subtle about this reality.  After all, subtlety is NOT exactly the central characteristic of YouTube videos.

My Latest HuffPo(st) -- "Netflix - 5 Reasons Cable Companies Should Just Say ‘Yes’!"

Yesterday, The Huffington Post published my latest guest post, titled “Netflix - 5 Reasons Cable Companies Should Just Say ‘Yes’!"

In it, I lay out the case for cable and satellite companies not only to bundle Netflix as part of their overall programming packages (as a defensive measure), but also to use Netflix to their advantage (as an offensive measure).

Netflix - 5 Reasons Cable Companies Should Just Say “Yes"

Netflix is reportedly in discussions with major cable companies to carry the service natively via their set-top boxes.  This follows years of acrimony between the two camps -- Netflix’s open OTT service v. cable company IPTV solutions limited to their physical footprints.

Much has been written about this turn-of-events (including a couple earlier posts myself).  In fact, I was just quoted extensively this past week about the subject in the San Francisco Chronicle.

But, here are 5 reasons why it is a no-brainer for the major cable and satellite companies to carry Netflix as another “channel” available to their subscribers:

(1) Netflix Already Is Everywhere -- Netflix customers already can (and do) access their accounts everywhere and via multiple other access points, including their DVRs, DVD players, Xbox’s, Apple TVs, and others of that ilk.  That is the reality facing cable/satellite providers.  So, why pretend it isn’t there?  In the words of Cablevision’s CEO James Dolan, “if you don’t ride the wave," you “get eaten by the wave."  Why send your customers somewhere else to get what they want?

(2) Compelling User Experience -- Piggybacking on the point above, bringing Netflix into the cable/satellite package can only enhance the customer’s customer experience.  While it ain’t that hard for Netflix subscribers to access their accounts via other means, it certainly ain’t seamless.  It is another step -- and a step that is inconvenient for Netflix subscribers like me (I know I still fumble with multiple remotes to switch from my DirecTV to Netflix at home).  Cable/satellite companies likely also will (or should) integrate Netflix into their customer billing, so that customers don’t receive a separate Netflix monthly bill.  That too increases the customer experience (via seamless, unified billing)  Customer experience/satisfaction -- and cable NPS (net promoter scores) -- can only increase with the addition of this increasingly “must have” Netflix channel.  With one remote, cable/satellite subscribers can select Netflix.  That kind of convenience and ease-of-use matters.

(3) One-Stop Shop for All Compelling Content -- Netflix’s original programming strategy is here to stay (House of Cards, Orange Is the New Black, Arrested Development are just the beginning).  These shows are winning major entertainment kudos and, more importantly, attracting large audiences.  Viewers increasingly want their Netflix.  That is the reality.  So, why not give cable company subscribers another reason to stay (and not cut the cord)?  After all, Netflix doesn’t have NFL Football and ESPN (you, cable/satellite, do!).  So, tie it all together in one beautiful package for your customers!  Don’t think of Netflix as being competitive.  Think of Netflix as being additive.  Think of Netflix as being just another channel -- but, an increasingly critical one.  Think of Netflix as being a marketing “win” and competitive advantage for you!  Only you can offer all of the programming that “matters” in one easy-to-use package and seamless customer experience!  (And, maybe Netflix will even pay YOU for the privilege of being offered on your platform, since you are expanding its subscription footprint!).

(4) Netflix Will Bring More Attention to Your Own Original Programming -- Since more cable/satellite companies will stay (and not cut the cord) with the addition of Netflix as another channel, that means that more viewers will watch original programming by the cable/satellite companies themselves (like “Rogue” on DirecTV).  The more viewers watching your content, the more valuable it is.  And, just like Netflix original programming, more subscribers will stay to watch it (so long as it is compelling).  And, don’t forget, you may be able to monetize that original programming in other ways by licensing to other territories -- and, how about this, back to Netflix itself (that’s right, if the shows are good, Netflix will want them and pay for them!).

(5) Another Important Reason for Customers to Opt for Faster Broadband -- Consumers always want better video quality.  That thirst never ends.  And, guess who offers the pipes to enable that quality?  That’s right cable companies, you do!  So, by bundling Netflix into your overall package of services, you are giving your customers yet another reason to upgrade to premium broadband packages.  And, guess what?  That’s right, your margins are significantly higher in the broadband game than they are in the content packaging game (due to the high licensing costs associated with offering that content).  So, perhaps your so-called “dumb pipes” aren’t so dumb after all.  Smart.  Very smart.

Voila!  Q.E.D.  Res Ipsa Loquitur ... just look those up ...

Big Cable Partnering with Netflix? My Thoughts in the San Francisco Chronicle

I previously wrote about recent reports that major cable companies are in discussions with Netflix to potentially carry the service “natively” on their set-top boxes.  Given the long adverse history between the two camps, this was big news.

The San Francisco Chronicle -- in the heart of the tech community -- published a feature story yesterday about the subject.  My thoughts were referenced repeatedly in that article (since I had been interviewed a few days back by reporter Benny Evangelista).

Bottom line -- I absolutely believe that it makes sense for the cable companies to carry Netflix -- for myriad reasons, including (1) offering consumers a one-stop shop for all of the content they want, (2) driving even more reason for consumers to upgrade to their significantly higher margin faster broadband services, (3) bringing even more visibility to their own original programming, and (4) raising the overall customer experience (and, hence, net promoter scores) which, in turn, could slow down the phenomenon of cord cutting.

Cody Lovaas - A Huge Musical Talent - It’s Only the Beginning for This Young Man ...

Attention music lovers!

Cody Lovaas.  

You may not know the name now.  But, you should.  And, you will.  An incredible young talent.  Great singer.  Great songs.  Great presence.  Great kid ... yes, he’s only 15!

I previously wrote about Cody (calling him the next Jack Johnson) when my family and I first saw him perform in August at a private showcase in San Diego prior to the Taylor Swift concert.  We were impressed then.  But, “impressed" is not a big enough word now.  This kid is on his way ... and fast ... and deservedly.  He is the real deal.  So much so that Jason Mraz has taken him under his wing, and Bill Silva Management has signed him.  Most importantly, he is a great kid.  And, he comes from a great family, whom we have come to know.

Last night, Cody played a private showcase for friends and family at our home in Rancho Santa Fe.  It was a magical night.  Full moon.  Not a cloud in the sky.  68 degrees.  We gathered around the fire.  Cody picked up his guitar.  He sang.  We all sang with him.  (He and the Rancho Santa Fe girls even played “Stingpong” -- check out the picture below).

Magical.  Everyone was moved by Cody and his performance (including the girls from Rancho Santa Fe -- mine included!).  Such poise.  Such presence.  Unbelievable the way he can read the crowd ... and play off the crowd’s energy.  That is not learned.  That is just the way he is.

This is just the beginning for this young man.  Just watch.  And, listen.  Check out his site.

What Is Digital Media? (And 5 Reasons It “Matters” to Every Business ... Including Yours) -- My Latest Guest Post

Here’s my latest guest post -- titled “What Is Digital Media? (And 5 Reasons It Matters to Every Business ... Including Yours)  -- just posted in Business 2 Community, a site with 1.3 million unique visitors (and designed for companies and individuals to increase their thought leadership).

Short.  And, hopefully, with some sweet ....

Big Cable & Netflix -- If You Can’t Beat ‘Em, Join ‘Em?

Netflix has been the bane of existence for big cable companies for years now -- an arch-nemesis -- as its over-the-top content service competes directly with (and poaches customers from) their own IPTV content services.  But, now, perhaps seeing what many believe is the proverbial writing on the wall in this long-time OTT v. IPTV cage match -- i.e., OTT service domination -- as big cable companies are reportedly in discussions with Netflix to carry Netflix on their own set-top boxes.

This follows closely on the heels of quite revolutionary comments by Cablevision CEO James Dolan who said that “there could come a day” where the company gets out of offering content services completely due to Netflix and others of its ilk (Amazon Prime, Hulu, Vudu, YouTube, etc. etc. etc.).  In his words, “if you don’t ride the wave” you get “eaten by the wave.”

While these recent reports underscore continuing disruption of traditional business models, they aren’t surprising.  After all, margins are much higher for cable companies in offering broadband services (as compared to offering content services).  And, with the accelerating pace of OTT video adoption, faster and faster pipes are coveted by consumers.

San Diego Color Run, $50 - Running With My Son, Priceless!

This past weekend was the 5K San Diego Color Run (a global event that takes place in over 200 cities).  It was also my son, Luca’s, 11th birthday.  And, Luca wanted to celebrate his big day by running with his friends at the big event.  The results were magical, as we completed our first big “race” together.  Here are the pics.

Some Things Just Ain’t “Right” -- This Is One of Them ...

During my recent travels to Italy, my family and I visited Rome, Florence, Siena and Milan.  And, in the famed fashion capital (from which my beautiful bride hails), this (to the left) is what we saw on the famous Gothic architectural and religious wonder known as the Cathedral of Milan which began construction in 1386 -- i.e., essentially a massive billboard that is very much a sign of modern times.

Yes, I understand that the Cathedral is in the midst of a major renovation.  And, yes, I understand that these kinds of major projects don’t come cheap and require massive funding.

But, no matter what one’s religious beliefs are (or aren’t), shouldn’t some things be sacred?  If not the famed Cathedral, then what?



Ultimately, my sense of wonder and amazement in the masterpiece was replaced with a kind of sadness -- even more, a sense of being appalled.

I hope I am not alone here ....

MDM’s First LA Digital Media Meetup - Featuring Youngblood Hawke

Last night, my company, Manatt Digital Media, held our first LA Digital Media Meetup -- featuring the hot indie band Youngblood Hawke performing a rare acoustic set (which was outstanding, by the way).  We held it at our good partner, WeWork Labs', beautiful space in Hollywood.  Here are some pics of the night -- as well as a video of their hit song “We Come Running.”  We limited invitations -- kept it exclusive (to about 50 people) -- to keep it intimate and so that our eclectic mix of digital media movers and shakers could actually connect.  Was a great night -- and there will be more (we have already held 3 Meetups in NYC).

A Sign of the Times -- Iconic Tower Records on Sunset Blvd. Now a Halloween Superstore

Two nights back, I attended a book launch/signing event for “divorce lawyer of the stars” (and longtime friend) Laura Wasser (who is a true classic in every sense of the word).

As I drove down famed Sunset Blvd. in West Hollywood, I noticed that the famed Tower Records building -- a West Hollywood icon (and music business beacon) for years and years -- has now been transformed into a Halloween superstore.  Of course, with the demise of CDs, Tower Records closed several years back.  But, the symbolism of this latest transformation was not lost on me.  I wish I had taken a picture to share with you as I drove by.

Downright scary ....

What Is Digital Media? IN VIDEO

Just watch this 2 minute video.

And here is the extended version -- for those of you with an attention span longer than 2 minutes (and which rewards you with double the factoids).

Rome -- A Full Experience in 2 Days

The Siemer digital media conference is happening now.  My company, Manatt Digital Media, is THE primary sponsor.  I should be there, but am not -- for the only reason (in my view) that justifies it -- that is, a once-in-a-lifetime family event.  I literally am on a train right now from Rome to Milan (and then to Siena) for the wedding of one of my brothers-in-law.  (If you want a digital media connection to this post, that’s it -- am blogging via wi-fi on the EuroStar train to Milan.)

My family and I departed from San Diego late Sunday night -- transferred at London Heathrow (which was a security line nightmare) -- and then straight to Rome (with Hugh Grant on our flight).  We just finished 2 full days in Rome (3 nights) -- and we did it right.  Can’t imagine seeing or experiencing more in such a short period of time.  And felt that it was just the right amount of time.  Doesn’t hurt that my wife, Luisa, was born in Milan -- speaks fluent Italian -- and that we have close family living in Rome that helped introduce us to some key “finds.”  It also didn’t hurt that we had amazing weather -- including temps of about 72 degrees -- the entire time.  Our insights (and “finds”) likely can help you optimize your trip to Rome.

Here are my recommendations for a full Roman experience in two days.

First, where to stay.  I recommend the Trastevere area of Rome -- that is where the cool and most lively (and less tourist-y) restaurants and nightlife is.  Trastevere is located in an area that is conveniently located amid most of the sites and areas you want to see.  We stayed there in a nice cost-effective hotel the WorldHotel Ripa Roma) -- where a nice buffet breakfast was included (which was a plus for this hungry famiglia).


DAY 1

Start off at the Colosseum -- yes, the Colosseum (there we are in the picture on the left).  Of course it is packed with tourists.  Of course you will be accosted by a few brutus-like (and likely drunk) Romans dressed up like gladiators.  But the Colosseum also is an absolute “can’t miss” experience.  Our kids -- Hunter (almost 14) and Luca (almost 11) -- needed to see it (we have been to Rome several times previously, but they were too young at the time to really experience it).  This time we did.  We also did the unthinkable (for Luisa and me) -- we took an official guided 1.25 hour guided tour -- and it was outstanding.  Absolutely the right way to go.  Yes, we paid a little more.  But it was well worth it.  First, we bypassed the entire more than 1-hour line to get in.  And, second, we learned -- really learned -- about the Romans, how they built the Colosseum (from the years 72-80 AD), and what life was like in the Colosseum.  Without such context, a site visit would be “hollow.”  Yes, you would know that the building was an incredible feat of engineering.  But, that’s about it.  Take the tour.  Trust me.  But, make sure it is an official one.

Then, off to Piazza Navona for a late lunch.  Another site packed with tourists, but for good reason.  It is perhaps THE quintessential Roman square.  Soak it up (along with some pizza and wine).  And then leave.

A short walking distance from Piazza Navona stands the Pantheon -- the massive stone dome of which continues to amaze every time I see it.  It is another “must see.”  Continuing onward, stop -- if you must (we did, but don’t think you need to) -- at the famous Trevi Fountain in Trevi Square.  Toss your coins in and then be thankful that your wishes of walking away from the throngs have come true.

Continue your walking tour to Piazza di Spagna and the famous Spanish Steps -- and go shopping along the way (we did).  Once you get there, sit down, soak it up, and simply enjoy the people and energy of the place.  Think of it as the Montmarte/Sacre Couer area of Rome.  From the very top of the steps we experienced an incredible sunset.  (There we are on the right -- on the Steps - taking a group “selfie” with my iPhone 5; below is that incredible sunset from the top).

We didn’t end the evening there though.  We returned to our hotel briefly to re-group, and then off to a new up-and-coming trendy area near Trastevere in which there is a new Eataly (the incredible Italian mega-market that now has a global presence -- in New York, Japan, elsewhere).  We first ate at a new hot spot restaurant nearby with our close relatives (sadly, I don’t recall the restaurant’s name), and then we roamed the cavernous confines of Eataly (all five levels of it).  We finished the night with gelatto, still being served at midnight.  At that point (pictured below with Luisa’s aunt Dianna), we were virtually alone.

THAT is a complete day my friends.  An amazing day.  Follow that itinerary and you will be very very happy.  And, shockingly, you won’t feel rushed.  We took our time.  Trust me, we ate and engaged.  It was classic.

DAY 2

Off to St. Peter’s Square in Vatican City to kick off yet another beautiful day in Rome.  Our timing was off, however, because we arrived at the Square literally as the Pope’s Wednesday mass for the masses had ended.  Yes, that would have been memorable, but we didn’t dwell on it.  We walked the grounds on this beautiful day, and then we were off to meet my father-in-law for lunch near Piazza Navona.

We walked the entire way (not too long), and THAT is the best way to experience Rome.  Take the winding and incredibly narrow alley ways toward the general destination location -- but feel free to wind in and out.  We did.  And, that was some of our best “finding” of restaurants.  We ultimately made it to Navona and the adjacent square where we met Aldo, but walked back to one of those authentic restaurants frequented by the locals in one of those winding streets that we had walked.  Another classic experience -- a relaxed lunch punctuated by a bottle of wine.  The only way to go.


Ultimately, we returned to Eataly for some amazing cappuccino -- and to relax some more.  Do we then return to the hotel to rest before dinner?  Of course not.  And, don’t do it!  Instead, do as we did.  Go to Trastevere -- go directly to Piazza Santa Maria.  (That is where we are in the picture on the right in another group “selfie” that defines our mood as we experienced all of the sites and sounds around us).  And then stay there.  Wander there.  People watch there.  Experience the kitsch there.  Experience the beauty there.  Eat there.  Drink there.  Enjoy there.  We stayed there for about 3 hours -- and enjoyed every relaxed minute of it (including separate card readings for our two kids in which their full futures were revealed!).  (That experience is captured in the picture below).  THESE moments in Trastevere were perhaps THE quintessential moments of our trip.


Two full days.  Saw much.  Experienced more.  Ate too much.  Savored it.

Now, our train is moving ever-closer to Milan.  Time to close the laptop and enjoy the beautiful scenery.