Entertainment properties aren't doing enough to leverage their content online, according to a Jupiter Research study released at the Jupiter Entertainment Forum. The study found that "official sites" (branded online entertainment properties) benefit from offline promotions, branded URLs and exclusive content. But branded sites underperform because entertainment companies limit online exposure to a single official site or by granting all online rights to a single partner. Jupiter suggests entertainment companies should explore partnerships with several licensees, parceling only the rights necessary to each; this will maximize the value of each deal and increase the number of viable online channels for a given property.
Copyright December 2000, Crain Communications Inc.