Rocketboom has announced a big distribution and advertising deal with Sony Pictures, giving the daily video blog exposure and promotion across all of Sony’s IP universe: via PS/3, Bravia TV and Crackle.
“Sony will handle all our advertising - if you want to advertise with Rocketboom, talk to Sony. It’s a ‘7-figure’ deal that will last ‘for a couple of years, most likely’,” explains Andrew Michael Baron. “Sony sees our vision and knows how we want to grow Rocketboom.”
“This takes care of the whole advertising question. We tried and [were not entirely happy with] BlipTV, Federated Media, the do-it-yourself route…” explains Baron. “Our expertise is in the studio and now we can focus on that.”
Andrew says he has some benchmarks in place, so that “if Sony doesn’t end up performing, RB can back out of the deal.”
The split between former Rocketboom host Amanda Congdon and Baron, back in summer 2006, was only resolved earlier this year, according to Baron. Until this was resolved, Rocketboom could not take on investors, enter into partnerships, nor look at acquisitions.
However, says Baron, “It gave me the opportunity to sit back and observe” what was going on in the industry, and look at which business models and which partnerships and which acquisitions worked… and which ones did not.
“Others have the idea right, to seize the opportunity to start new businesses, make new partnerships, forge new networks. It helps to pave the way and create the space, which helps to support other creators who might not be as savvy…”
“Other people [like Next New Networks with their $25million investment] grew too big, too quickly. This business [internet media] is not Tech 2.0. You don’t have to race to be first.”
“Their problem was building something too early, that was too big, and too scattered,” adds Baron. “They had okay stuff — a cartoon show, and a car show, and a show about making special effects. But you can’t leverage the audience from any one of those to watch any of the others. Creating good content can be so expensive, and the ad revenue to support that wasn’t there yet. It was too early.”