Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media

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Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media
Strategic Economic Directions
               for the Isle of Man in
              BROADCASTING ∙ CONTENT CREATION ∙ ESPORTS ∙ DIGITAL MEDIA

                                                        CAPITAL ∙ CREATIVITY ∙ CONNECTIVITY

               PRESENTED BY             PRESENTED ON
               Dr Richard K Arning,     February 2019
Isle of Media Proprietary
Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media
Government commits to the Digital Media sector growth

Minister for Enterprise Laurence Skelly on Manx Radio Sept 2017          Treasury Minister Alfred Cannan in ‘The Budget Speech Feb 2018’

“Media and the Creative Industries is quite an interesting proposition   “There is also far more to digital business than the booming eGaming
going forward because we think we are very well positioned not just in   sector.
TT but great legacy in film for example. We think we can create a new
                                                                         We are beginning to see exciting opportunities in the digital media, and
industry here with post production and animation and the various other
                                                                         unlike much of the film industry that we previously enjoyed, the
indigenous media jobs.
                                                                         employment opportunities could be year-round and sustained on-
And you know the Film Festival which was just the other weekend.         island.
Great to see young Manxmen when they shoot film. That’s someone
                                                                         I will today signal our commitment to the potential in this sector and
who’s been dedicated and we want to have that creative, sustainable
                                                                         look forward to discussing with the Department for Enterprise”
industry right here on the Isle of Man.”

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Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media
Executive Summary

Disruption in TV and exponential growth in video                            Growth Opportunities for the Isle of Man
Linear Television is a highly profitable, cash-generative, mature           •   Unique offshore value proposition without competition in Europe
industry. The rise of ‘non-linear TV’ or ‘Video On Demand’ (VOD) or         •   Building on the Island’s TV/video industry and the heritage in film,
‘Over-The-Top’ (OTT) is driven by changing viewing habits, massive              attracting job generating ventures - instead of risky film financing
investments into ‘original content’, leveraging global reach by             •   Skills synergies with eGaming, video gaming, animation and ICT
streaming, advances into broadband infrastructures and regulatory           •   Video as the most data-intense form of data can leverage on the
enforced opening of previously geo-blocked/licensed markets. New                Island’s ICT infrastructure including the new teleport
forms of content and end user devices have entered the markets, like        •   Potential regulatory advantages to be explored as VOD/OTT
social media television for millennials, VR and eSports. The ultra-fast         regulation (e.g. for the likes of Netflix) is in its infancy
changing value chain is creating numerous opportunities, new jobs and       •   Leverage on the positive branding of the TV, film and video and
                                                                                showcase the Isle of Man internationally including the Film Festival
new companies in content production, tech, monetisation, consulting
and advertisement. The Isle of Man can capture this fundamental             Recommendations
opportunity for new entrants in the Digital Media Space                     •   Embrace current disruptive opportunities of a Digital Media boom
                                                                            •   Focus on high growth areas of OTT, video tech, eSports etc.,
Financing & Taxation
                                                                                building on the synergies with eGaming and FinTech and position
‘Tax Rebates’, which are effectively grants, are a race to the bottom for       the Island as a finance & service hub for this new sector
the competing jurisdictions in production of film / high-end-TV (drama,     •   Cluster content around motorsports, nature, animation & eSports
documentary, comedy), animation, kids-TV and video-gaming. Other            •   Offer financial support for sustainable media companies
TV genres are not subsidized, neither do businesses engaged in tech,        •   Provide sustainable marketing funding to grow to critical cluster size
distribution, broadcasting or OTT benefit. They are taxed with standard     •   Research co-production treaties and jurisdictional coopetition
corporate tax rates. This creates opportunities for the Isle of Man to      •   Create alliances with stakeholders in the North-West and region
attract fast growth, highly-profitable Media ventures rather than film      •   Explore private investments tools in Digital Media

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Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media
Vision: Europe’s unique Offshore Media Cluster

                                                                  KPI People: Increase of the economically active population
                                                                  •   Jobs in the sector
                                                                  •   Sector related entrepreneurs, investors, actors, … living in the IOM
                                                                  •   Graduates with media degrees
                                             Investment           •   New media companies
                          People

                                                          Brand   KPI Investment: Media business
                                                                  •   Sector GDP/GNP
                                                                  •   Investment into infrastructure like studios, teleport
                                                                  •   Private investments into media ventures

                                                                  KPI Brand: From awareness to interest
                                                                  • Marketing reach
                                                                  • Deal flow: Active leads, prospect visits, pitchdecks/BPs
                                                                  • Cluster coverage in press and social media
                                                                  • Isle of Man featuring in media products

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Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media
Contents

          1          Markets
                a.      Trends
                b.      Global TV and Video Markets
                c.      Global Film Markets
                d.      Global eSports Markets
                e.      Competition of Jurisdictions & Clusters
                f.      Brexit
          2          Isle of Man Ecosystem
                a.      Financial Assistance & Taxation
                b.      The Isle of Man Cluster
                c.      SWOT Analysis
          3          Strategic Recommendations
                a.      Embrace Change & Boom: 1001 Opportunities
                b.      How to organise: Isle of Media as Public Private Partnership
                c.      Where to concentrate on: Three Areas
                d.      Marketing Plan

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Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media
1. Markets
Isle of Media Proprietary
Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media
a. Trends: Disruptive new players in boom sector
                                                                        New Business Models
                                  Social Shift
         #TheNewBlack ‘TV is the New Film’ for       #HybridNetworks e.g. bundles with eCommerce or broadband
         actors and producers in high end drama;     #PeakContent flooding the screens fueled by VC and equity
         binge watching; ‘TV Oscars’ coming
                                                     #OrginalContent as USP for platforms and broadcasters
         #Millenials User generated content; short
                                                     #ShortformContent viral videos and memes
         formats; mobile viewing; vertical formats
                                                     #BrandedContent Retailer: live events or personal shopping
         #eSports going big and TV
                                                     #NicheInterests reaching economy of scale by global OTT
         #SocialMedia platforms like Youtube,
         Facebook, Twitter offering live events or   #Middleman (distributors, studios) taken out by platforms
         even classic broadcast channels streaming
         packages
         #CordCutting #VOD replacing PayTV;
         service bundling by users; skinny bundles                              Tech
         #GigabitSociety (FTTH) overcoming           #UHD #4k #HDR becoming mainstream in sport, shopping,
         bandwidth bottleneck, enabling VOD for      fashion, high-end-documentary… #8k looms
         everybody and 4k/HDR
                                                     #VR #AR #360 as complementary content and experience
                                                     #Cloud for DVR, playout services and video archives

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Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media
b. Global TV and Video Markets

Revenues Rise in TV industry                                Longer TV viewing

      PwC Global Entertainment and Media Outlook ’16-‘20)

Growth in transmission service revenues
                                                            Rise of OTT

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Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media
c. Global Film Markets

Box Office Ticket Sales flat / declining                                  UK Indie Film Crisis (from Screendaily)
•   Long-term stagnation in the number of global tickets sold.            •   ‘The State Of The UK Independent Film Sector’ study recently
    Admissions totaled 1.32 billion last year, flat compared with 2015,       completed for UK producers’ association PACT was that 78% of the
    and down from 1.4 billion a decade ago                                    UK producers contacted for the report have had to defer some or all
•   Challenge to lure younger audiences who have more entertainment           of their fees since 2007. Given they were unlikely to have had much
    options in the home                                                       of a share of the ‘backend’ from the profits of their films, this means
                                                                              that, in certain circumstances, they are working for virtually nothing
Box Office Revenues flat, China disappointing                             •   The international market value for independent UK films has
•   Leveling off at the global box office underscored sluggish movie          suffered a decline of an estimated 50% since 2007. The report puts
    ticket sales in countries outside the United States and Canada.           this down to digital disruption, increased competition for audiences
    Foreign box office totaled $27.2 billion in 2016, down from $27.3         and the squeeze caused by the global financial crisis of 2007. It
    billion in 2015                                                           concludes the present financial model is “broken”
•   China fell 1% to $6.6 billion in 2016, in U.S. dollars                •   With 25% UK tax relief the sector struggles to compete with other
                                                                              English-speaking countries like Canada and Australia
Monetisation by linear and non-linear TV
                                                                          •   Most UK sales agents acknowledge the international market value
•   The importance of box office revenues is diminishing for film (down       for UK films has dropped and point out they too are suffering as a
    to ca. 10%). Some films directly start online                             result. “The answer to falling international revenues isn’t simply to
                                                                              replace them with something else, it is to address those
→ But more important for an Isle of Man Digital Media strategy                international markets and get better at selling to them,” suggests
than the global block buster driven cinema business is the small-             Charlie Bloye, chief executive of Film Export UK
medium budget and UK (Indie Film) situation
                                                                          → Still Indie Film fuels the skill pipeline and has avantgarde value

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Strategic Economic Directions - BROADCASTING CONTENT CREATION ESPORTS DIGITAL MEDIA for the Isle of Man in - Isle of Media
d. Global eSports Markets

                                             Other businesses :
                                             •   Event Infrastructure
                                                 Operators
                                             •   Event Connectivity
                                             •   Training Centre
                                                 Operators
                                             •   Virtual Merchandising
                                             •   eGambling, e.g.
                                                 lootboxes

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d. Global eSports Markets

60–40–40 CAGR 2015 – 2017

1bn revenue
150 million audience (Deloitte ‘15)
2017 viewers: YouTube Gaming +343%, Twitch +197%

Twitch > CNN viewers
   League of Legends as many viewers as Olympic Opening in ‘15
German coalition contracts awards ‘Sports’ status
eSports bigger than Sports in Future?
→ Massively booming and equity hungry industry with a few,
very effectively addressable top decision makers. The UK,
which eSports sector is lagging behind Germany and Poland in
Europe, is said to become the next big European market

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e. Competition by other Jurisdictions & Clusters

Drivers for Cluster Development, examples
•   Real Estate:
    -    Media City UK, Dubai Media City, Media Park Hilversum
•   Giant anchor:
    -    Cologne (60% of TV market, eSports: ESL, Gamescom), Hilversum
                                                                         Hollywood, Mumbai,
•   Attracting Enabler:
    -    Belfast Studios, Berlin Babelsberg, Pinewood Studios, Malta
•   Pooling Initiative:
    -    RockCity Sweden, @22 Barcelona, Screen.brussels                 Berlin, Malta,           New York, Tokyo,
•   Creative Region (Urbanisation Economics) or area:                    Media City UK,           London, Paris
    -    Paris, Amsterdam, Singapore, London Soho, Hamburg St. Pauli     London
•   Outdoor Location:
    -    Isle of Skye, Budapest, Malta
•   Tax Incentives:
    -    Vancouver, Quingdao, Fiji, Sydney
•   Low Cost Wages:
                                                                                              New York, Hamburg,
    -    Budapest, South Africa, Croatia                                   Silicon Valley,
                                                                                              London
•   Low Tax           ← No cluster competition in Europe for IOM           Dublin
    -    Dubai

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e. Competition by other Jurisdictions & Clusters

The New Studio arms race, a random overview:                               Tax Rebates & Offshore Competition
•   Manchester/Salford: £1bn to double size for more TV studios as         •   UK Film production (theatrical release): max cash credit 20/16
    well as shops, offices, a 330-bed hotel and 1,400 new homes                percent of UK expenses (depending if budget above/below £20m)
•   Pinewood: £250m expansion by adding 100,000 sq m of new                •   UK TV producers, broadcasters, distributors: No tax credits
    facilities, including twelve large stages with supporting workshops,   •   UK S/EIS tax reliefs for investors
    production offices and infrastructure                                  •   Ireland: Capped tax reliefs for film investors plus 32% cash credit on
                                                                               the lower of eligible expenses, 80% total costs, €70m
•   Edinburgh/Straiton: New ‘Pentland Studios’, £250m for 1,600 jobs
                                                                           •   Canada: foreign producers tax credits from 32% to 70% of eligible
    by purpose-built studio complex, six sound stages up to 70ft tall at
                                                                               labour, plus tax incentives on local spend from 20% to 30%. Extra
    the 106-acre site, 2 Hollywood-style backlots, a 180-room hotel, a
                                                                               regional tax incentives for visual effects and animation
    50,000sq ft creative industries hub, 50,000 sq ft of workshop
                                                                           •   Channel Islands: Rather inactive ‘Creative Industries Guernsey’,
    space and a film academy
                                                                               failure to create something similar in Jersey. No Media Fund
•   London: Plans to build London’s largest studio in Dagenham             •   Malta: Film shooting location strategy plus attracting Media Funds.
•   Liverpool: New ‘Pinewood of the North’ £35m for 350 jobs                   Up to 27% cash rebate, for co-productions up to 32%. Newly
•   Belfast: Adding ‘New Harbour Studios’ with £20m for 120,000 sq             launched fund for feature films up to 120,000€. Studios, film and TV
    ft of studios, workshops and offices on 8 acres                            industry existing. Some smaller funds for creative industry. 35%
•   Dublin: €20m for ‘New Bay Studios’ on 20 acres                             corp.tax but tax refunds to non-resident-shareholders result in
f. Brexit

Background Information                                                                        Scenarios

•   The EU Audio Visual Media Services Directive (AVMSD)                                  •    EU funds for content and ventures might not/only partially be
    regulates mass media whether television broadcasting or on-                                replaced in the UK but are negligible (£40m in 14/15) compared to
    demand                                                                                     billions of commercial funding. Impact is on small indie artists only
•   The AVMSD applies the ‘Country of Origin* Principle’ which                            •    Unlike the current UK situation with the EU’s AVMSD applied or
    means that broadcasters just need one regulatory approval of the                           the similar EEA arrangement (e.g. Norway), the other role models
    most relevant EU member state (‘Passporting’)                                              for a post Brexit Britain are: the Customs Union model (e.g.
                                                                                               Turkey), the Free Trade Agreement (e.g. Canada) and the WTO
•   The Isle of Man as being outside the EU cannot provide the
                                                                                               model, all applying the ‘Country of Destination Principle’. Without
    necessary EU member state regulatory approval for an EU
                                                                                               the EU ‘Passporting Rights’ from the AVMSD the UK might lose
    satellite channel operated from the Island. This is different for an
                                                                                               several channels currently operating from the UK. Especially
    Isle of Man based web TV channel, streaming into EU territory
                                                                                               Ireland and the Netherlands might benefit. But also the Isle of Man
•   Regulatory restrictions e.g. for advertising result largely from                           would have no regulatory disadvantage any more compared to UK
    national regulation than the less specific AVMSD, creating a
                                                                                          •    As a positive Brexit outcome the UK, being lifted from EU state-aid
    regulatory competition of jurisdictions
                                                                                               restrictions to subsidise content with local connection only, could
•   EU funding is currently provided for UK content and ventures                               further boost its content industry already fuelled by US investments
•   EU broadcasting and film talent can work currently in the UK                          → The outcome of state level Brexit negotiations as well as the
                                                                                            market reactions are not known.

Isle of Media Proprietary      *Criteria Ranking; Location of Headquarter. Editorial Decisions, Staff, Satellite Uplink, Satellite Capacity…                       14
2. Isle of Man Ecosystem
Isle of Media Proprietary
a. Financial Assistance & Taxation

  Taxation                                   Grants                  Tax Rebates /            Sovereign Equity        Private Equity
                                                                     Cash Backs

  Corporate Tax 0%                           Up to 40% grant         Isle of Man supports     Multi-million support   Angel Networks:
                                             managed by              content production       scheme in equity        • Bridge
  Capital Gains Tax 0%
                                             Department for          ventures financially     financing and loans     • Ellanstone
                                             Enterprise              with grants and the                              • Icarus Media
  No Inheritance Tax
                                                                     Digital Creation                                 • NorthInvest
  No Insurance Tax
                                                                     Scheme                                           • Manninvest
  No Stamp Duty
  Income tax:                                Funding for:            Instead of cash-backs    Available private       •   Family Offices
  0-20% with a 5-year                        • Global Marketing      e.g. for one-off         Co-Investments          •   HNWIs
  election of a £175k cap                    • Infrastructure        productions the Island                           •   Funds
  ‘Key Employee                              • Equipment             offers grants. Loans &                           •   Corp. Investors
  Concession’:                               • First year expenses   equity for relocating                            •   S/EIS
  3-year tax concession                      • Training              and local sustainable                            •   Int. Stock Exchange
  for non-Manx income                                                media companies

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b. The Isle of Man Cluster – The Starting Point

Location used / featured                           Financing of Film Shootings                     Production & Distribution Businesses
(no financial support by Government)
•   Isle of Man featured in TV or films            •   Investments into films for                  •   Real Business:
                                                       theatrical release at the                       Sustainable jobs & revenues
•   Good for marketing the Island
                                                       box office are speculative
                                                                                                   •   Growing incumbent sector
•   Examples from TV:
                                                   •   Markets the Island directly by photo-
                                                                                                   •   Up to 100% spend on Island
            •    Isle of Man in Mare TV, NDR (G)       shooting or by bringing over film stars
            •    The Queen’s Isles, Arte (G, F)                                                    •   Isle of Man USP with zero corporate tax,
                                                   •   Very active cultural scene of filmmakers
            •    Cyclefest, Bikechannel (UK)                                                           no capital gains tax, low income tax
                                                       especially with Isle of Man Film Festival
            •    Julia Walks, BBC
                                                                                                   •   Available financial support by existing DfE
            •    BBC Crimewatch                    •   Sound film and acting oriented education
                                                                                                       schemes
            •    British Cycling Championships,        offerings and local talent base
                 Eurosport (UK)                                                                    •   Sector promoted by Isle of Media
                                                   → Not jobs creation related
                                                   → Previously offered equity financing of        •   Island promoted by locate.im
Paid Marketing by DfE                                film productions cannot compete with          → Jobs creation & investment focussed
                                                     ‘cash-back film jurisdictions’ like UK,       → De-risking public investments
• TT and Classic TT                                  Ireland, Canada
• TV advertisements                                                                                → Large audience reach for marketing the
• Videos on Social Media                                                                             Island as a place for tourism, living and
→ Too small to compete e.g. with Scotland or                                                         business
Channel Islands

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b. The Isle of Man Cluster – Building the Supply Chain

                                                           The Tech Side

                                                           •   Television, Displays, Set-Top-Boxes

                                                           •   Satellite, Cable, Terrestrial, Antennas

                                                           •   Telcos, Data Centres, CDNs, MSOs
                                     Transmission
                                                           •   Encryption, Encoding, Ingest, Sync
                                         Playout           •   Measurement, Metadata

                                                           •   Profiling, Targeted Ads
                                  Channels & Platforms
                                                           •   Recommendation Engines
                                Distribution Advertising   •   App Developments and App Platforms

                              Post Production              •   Video Middleware

                                                           •   Video & Image Processing

                            Production                     •   Capturing: Cameras, Recording…

                                                           •   Production Studios, Broadcast Studios

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b. The Isle of Man Cluster – A Growing Supply Chain

                                                                                IOM Enterprises
Related Sectors
                                                                                •   SES
Radio
                                                                                •   Continent8, Domicilium, Manx Telecom,
3FM, Energy FM, Manx Radio
                                                                                    Netcetera, Sure, Wi-Manx
Web Design (selected)                                                           •   (Offer of Sohonet to invest in PoP and connect to
                                                                                    400 Media ventures for virtual collaboration)
IOM Advertising & PR,                           Transmission
572 Digital, BOLD,
                                                                                •   (SES MX1)
Mannin Group,                                      Playout                      •   UniqueX, (LaunchTV)
MM&C,
Gef                                                                             •   Arts Council, BBC IOM, BigClive, CultureVannin,
                                            Channels & Platforms                    ITV IOM, lovelygreens, mt.tv, ralfydotcom
Newspapers
Tindle                                                                          •   Duke / Motorsport Network, Greenlight International,
                                           Distribution Advertising                 Heroes & Friends, Mediatech Advertising

                                                                                •   Actiphons, Bloom Creative, Blue Olive, Cooil Creatives,
                                       Post Production                              Cool Edit Prod., DAM Prod., Dark Avenue Film, Duke
                                                                                    Marketing, EDITIOM, (Flix), FormatZone, Glass Line
                                                                                    Media, Global Motorsports Ventures, GreenlightTV,
                                                                                    Halycone Studios, IOM Props and Film Services,
                                                                                    LovelyGreens, Mannimation, Parker & Snell,
                                    Production                                      (Waterbear), Visual Picnic, Your Movie Crew
                                                                                •   CG Aerial , Engine House, Island Media Studios,
                                                                                    HawkEye, Manx Radio Sound Stage, The Dome

                             Motorsports     Nature      Animation    eSports

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c. SWOT Analysis Isle of Man Cluster

    Strengths                                                                             Weaknesses
    •    Low corporate and personal taxation; country lifestyle & safety                  •   No ‘tax credits’ for film/TV production or game design
    •    Nucleus and organically growing media sector existing to build upon              •   Access to equity (> 500k ) difficult, missing VCs, angels not used to media
    •    Positive momentum of new ventures setting up and increase of deal flow           •   Regulator tending to overregulation
    •    Senior level expertise in joint team and wider expert network of Isle of Media   •   No major broadcaster, studio, or digital company as catalyst like in Salford
    •    Strong synergies with existing Island’s skillset in animation, game and gamble   •   Small size of Isle of Man media sector and related brand in its infancy
         design, marketing. Natural centres of gravity in motorsports and biosphere       •   Extreme low unemployment (< 1%); recruitment from outside necessary
    •    Digital Media Education established; available local talent base of creatives    •   Exit taxation on off-shoring assets; withholding tax levies; lack of tax treaties
    •    Positive sector brand. British-Irish and globally a boom sector                  •   Higher costs of living, travel, communication; no “Soho-Feeling” on “The Rock”
    •    New / redesigned incubators like Engine House, Mountain View, Eagle Lab          •   Understaffed and only part time teams of Isle of Media and DfE

    Opportunities                                                                         Threats
    •    Become Europe’s only Offshore Digital Media hub including financing for          •   No long term commitment to the media sector in politics and society
         high-growth, high-profit ventures. Driven by industry, supported by IOMG         •   New Communication Bill with overregulation e.g. of VOD/OTT
    •    eSports as new, motorsports, nature and animation as existing growth areas       •   Draft area plan preventing broadcast/telco infrastructure investments
    •    Video tech, media finance and services                                           •   Potential Brexit impact: on immigration rules, TV channel passporting, EU-Co-
    •    Transform the Island’s ‘brick-and-mortar’ DVD exporters into online offerings        Production Treaty
    •    Leverage on telecommunication infrastructure including local teleport            •   EU Single Digital Market legislation potentially threatening leading UK creative
    •    Midterm: liaise with #NorthernPowerhouse and Salford Media City                      industries by abandoning national licensing
    •    Work with the related sectors of ICT, eGaming/eSports and Cultural Industries    •   Eventual future studio overcapacities in UK & Ireland
         within the Digital Agency

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3. Recommendations
Isle of Media Proprietary
a. Embrace Change & Boom: 1001 Opportunities
Content Production & Distribution
Content remains key! Whether it plays to the
strengths of the location or to the tax
advantages outside the subsidised genres like
drama & kids there are plenty of USPs. Focus
on support for production enterprises rather than
individual content projects, plus distribution

Broadcasters, Platforms, eSports, Adverts
Endless opportunities building on eGaming and
the existing video industry. The new Isle of Man
teleport adds to the Island’s telecoms and data
centre infrastructure. On top of attracting new
channels and platforms the monetisation of
existing video libraries on the Island via OTT
can give a boost for incumbent IOM companies

Media Tech Sector
So far an almost untapped field in the marketing
and a rapidly expanding sector. With dedicated
events, e.g. IBC Future Zone & Launch Pad, a
targeted marketing is possible, subject to
available resources
Isle of Media Proprietary and Confidential          22
b. How to organise: Public Private Partnership

Strategy                                                                      Financing
‘Digital Media’, even if focused on video, television & film, bears a         Expertise from industry is not just needed to pre-evaluate business
complexity which requires several experts from different backgrounds          plans but also to identify and engage the private funds industry and
to derive a holistic sector strategy for the Island. Different monetisation   angel investors.
and distribution strategies for different genres, new technologies, cloud
                                                                              Networking & Association
service strategies and pricing benchmarks, international tax laws and
film and TV funding, …only industry can structure the way forward             Isle of Media was also set up as network platform to create a dialogue
                                                                              between the various stakeholders on joint opportunities and give the
Marketing & PR                                                                incumbent industry a voice. The Digital Agency of the Department for
Off-Island marketing is key to success. Road shows, networking on             Enterprise provides the opportunity to build closer links to ICT and
trade shows and individually targeted approaches are as important as          eGaming. Cooperation has be found with the NorthWest/region
social media is. But it still comes down to personal contact networks
                                                                              Governance
and the seniority brought to the table. This is why executives and big
                                                                              Directors of the Board are from the Island’s sector largest media and
corporate brand names are mandatory. Bundling resources from
                                                                              broadcast companies. An advisory board provides:
government and industry, we operate with a single brand as a PPP
                                                                              • Independence: largely based off-Island with international expertise
Business Development                                                          • Strategic guidance
From marketing to develop a concrete ‘lead’ for a venture to setup            • Tactical reach to enlarge client network
business on the Island, this takes persistence and is work intense.           • Seniority reference
Financing, tax, facilities, staffing questions… need to be answered, the
Island ‘show-cased’. The PPP provides the legwork for clients but most
importantly it creates the trust of dealing with industry experts

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c. Where to concentrate on: Three Areas

                                                                   Conditions:
                                                                   •   Public financial support schemes & private equity
                                                                   •   Regulatory framework and jurisdictional coopetition
                                                                   •   Infrastructure in telecommunication & studios
                                                                   •   Education & training
                          Conditions

                                             Campaigns
                                                                   Campaigns:
                                                         Clients   •   Geographically: From the NorthWest to UK/EU to global – no limits.
                                                                       Special links to South Africa & Norway to be assessed
                                                                   •   Int. Conferences & Hot Spots: Cannes, London, Amsterdam,
                                                                       Manchester, Cologne, Munich, Zurich, Edinburgh
                                                                   •   Home turf: Celtic Media Festival, Isle of Man Film Festival
                                                                   •   Social Media & Press: Focus on Twitter and interplay with press

                                                                   Clients:
                                                                   • Level: Owners, board and C-level
                                                                   • Genres: Motorsports, Nature, Animation/VFX/games and eSports
                                                                   • Sector: Address all levels of the supply chain to build a cluster

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d. Marketing Plan: Events 2019

  Scouting, Research & Strategy        Off-Island Events                Other

                                                 MipTV Cannes              IOM AfterWork Network

                                                   NorthWest

                                            Celtic Media Festival IOM

    Ludicious – Zürich Game Festival
                                                                           Isle of Man Film Festival

                                                MIPCOM Cannes

   IBC Amsterdam or Angacom or TV
                                                                                TT Media guests
              Connect

                                             London Business Club

                                                                                  RTS Centre

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d. Marketing Plan: Print, Social Media, Web, Press

Webpage: Information                     Youtube-Channel: Videos & Promo      Press Coverage of: Investments, New Ventures

TWITTER: Industry Facts, Events & News   LinkedIn & Facebook: Events & News   Brochures: Information
‘

Isle of Media Proprietary                                                                                               26
Invitation for discussion:
         This strategy document is intended to stay ‘in working progress’.
Isle of Media invites all stakeholders to comment, correct, criticise and contribute!

                            We are looking forward to hear from you!

                                       info@isleofmedia.org

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Annex: Isle of Media Limited

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Isle of Media Limited
Board of Directors                                                           Objectives
                                                                             •   1           To act as a ‘Business Development Agency’ to support the
                                                                                 development and growth of the Isle of Man’s ‘Digital Media Sector’
                                                                                 involved in the television and video value chain:
                                                                             •   1.1       from content and format production for all types of television and
                                                                                 video formats including also film, games, animation, virtual and augmented
                                                                                 reality,
                                                                             •   1.2      content aggregation,
                                                                             •   1.3      content management,
Comprising the largest Broadcast Media related IOM companies the appointed   •   1.4      commercial, electronic and physical distribution in all forms like for
Directors and CEO are:                                                           instance licensing, broadcasting, streaming, Video On Demand, DVD
•   Dr. Richard K. Arning, Chairman (Director Satellite Leasing)                 sales,
•   Dave Beynon (Director Green Light)                                       •   1.5      display, financing, incubating, consulting and promotion of video
                                                                                 and television,
•   Peter Duke (Managing Director Duke Marketing)
                                                                             •   1.6      and related activities,
•   Michael Wilson, CEO
                                                                                 by the means of for instance but not limited to:
Advisory Board                                                               •   1.7      on- and off-Island marketing,
•   Dr. Bettina Brinkmann (Consultant, Lausanne)                             •   1.8      education,
•   Clark Bunting (CEO Digital Media Circus, Mount Clemens)                  •   1.9      consulting,
•   Joan Burney Keatings MBE (CEO Cinemagic Film)                            •   1.10     participation in definition of public sector policy and
•   Catriona Logan (Director of Celtic Media Festival, Glasgow)              •   1.11     general participative and advisory activities which support the
                                                                                 development of the sector and its revenue, taxation and employment
•   Dr. Frank Hoffmann (SVP Experience & Strategy Video, SES, Munich)
                                                                                 capabilities;
•   Mark Rowland (Chairman C21, CEO Formatzone, London)
                                                                             •   2.       to act as an ‘Association’ for the representation and benefit of the
•   Simon Kelly (Director Dixcart Management, Isle of Man)                       Company’s membership and the wider Isle of Man economy and society.
•   Simon Nicholas (Director, KPMG LLC, Isle of Man)

Isle of Media Proprietary                                                                                                                                     29
Isle of Man Head Office:                                                                For general inquiries:
St George’s Court                                                                       Email             info@isleofmedia.org
Department for Enterprise                                                               Web                www.IsleofMedia.org
Upper Church Street                                                                     Twitter                  @IsleofMedia
Douglas IM1 1EX
Isle of Man
                                                                                        Languages:
France Office:
Villa Rose Blanches                                                                     English            + 44 7711 97 67 20
9 Rue des Vosges                                                                        Deutsch            + 44 7624 29 29 93
06400 Cannes                                                                            Français           + 33 6 76 42 46 26
France
ISLE OF MEDIA LIMITED, incorporated in the Isle of Man
Company Number 131277C, Registered Office: Mountain View Innovation Centre, Jurby Road, Ramsey, IM7 2DZ

Isle of Media Proprietary                                                                                                        30
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