Wednesday, November 26, 2008

Mobuzz TV Buzzes Out Of Bizz

So, Mobuzz TV is history, after nearly 4 years of trying to produce daily tech lifestyle shows, about 4-5 minutes, Mon-Fri in 3 languages. The clue to their failure likes in the slogan at the top - Television 2.0. After the initial enthusiasm died down, they turned it into a studio based compilation of stuff found out on the web. So there didn't seem much added value when compared with the shows coming out of Silicon Valley. They didn't succeed in empowering their audience and when things went bad (like presenters resigning) they made classic communication mistakes in going dark and into a wall of silence. So the fans realised they were being broadcast at (like TV 1.0) and the community on the site shrank to a handful. Conclusions - studio based stuff with "presenters" making mash-ups of stuff the audience probably already has access to is not going to work, especially if the production costs are so high (50,000 Euro a month towards the end). There are clearly formats that will work on these new platforms. But learn from Mobuzz what not to do. Their own routine killed it in the end.

1 comment:

gabemac said...

That seems to be the perception but the numbers actually showed the contrary. The true reason Mobuzz was closed had nothing to do with the audience growth, advertising revenue, or many of the factors you mentioned. It had more to do with investments gone bad than actual viewership.