would reside on DVD disks.
Koan #3: When does product become media programming?
Translation: Use exclusivity and cache to build community and commerce.
Solution: The Web needs to embrace the "entertainment business model," based on exclusivity and cache. Rolling Stones tickets are astronomically expensive because a limited number of fans can get into a given concert. Put content in one place that theoretically has 100 percent reach, Banister advises, and "market the hell out of it." He says four things confer cache and exclusivity on the Web: "customer service, personality, sports franchises and entertainment."
Koan #4: What is both passive and active?
Translation: Provide consumers with a spectrum of passive to interactive experiences.
Solution: Critics say few people have the patience to watch a two-hour movie online. Banister believes consumers will kick back for shorter forms of passive entertainment, and then stick around for more interactive pursuits like talking to other people, building personal homepages and playing games.
Koan #5: She is deep and mysterious, yet not human.
Translation: The Web is inherently feminine.
Solution: Banister is fond of pointing out that science can't explain "why teenage girls go to see Titanic seven times." Web companies need to follow the example of eBay, which he feels is successful because it appeals to consumers' right-brain sensibilities.
- J. G.
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Correction: Gerald Levin saw the Entertaindom demo in March 1999. |
