When it comes to defying international broadcast schedules there are thousands of Americans as powerful as First Lady Michelle Obama.

First Lady Michelle Obama loves Downton
As Season Three of Downton Abbey makes its US premiere this evening this very powerful group, along with Mrs. Obama, has already seen the episode.
These Internet citizens’ secret power that makes them equal to Mrs. Obama? Bit torrent.
Fox News pretended to be up in arms when The First Lady supposedly asked the show’s producers for an early copy so she could watch the show after its UK airing in November.
Though Michelle had to “pull strings”, everyone else just needed an online search and a bit torrent client to download it. As simple as it is illegal.
With the series airing in the UK on ITV last November, it is in as much online supply as it is demand from voracious Internet savvy US fans.
Knowing this has made the current media tour the Downton cast as welcome as it is curious. The media blitz coincides with the US premiere, but many of the show’s biggest fans have already seen the entire season.
These fans already know the secrets the actors guard in their interviews. These netizens already know the answers to the questions the daytime TV hosts are asking.
This is another example of secrets being a thing of the past in our connected world.
The producers of Downton Abbey are happily ignoring this because the ven diagram of Downton fans and bit torrent users likely doesn’t have a significant overlap. However, this voracious appetite and search for media further shows that when people want to see something a minor illegality will not stop them.
I hope this continues to bring more creative distribution worldwide from content producers.
Because once something is anywhere, if people want it, it will be everywhere.
That includes Earl of Grantham and his family’s dealings.


Money Models For Instagram
Monday, January 7th, 2013I work in advertising. I like advertising. It’s disappointing to me that a great social network and web service like Instagram can’t find a better way to monetize its product than advertising.
At the tail end of 2012 everyone freaked out that IG would be selling our photos because they updated their terms of service with some clumsy language. Instagram heard all the complaints, promised they wouldn’t be selling our images and issued a statement that included the following:
“Let’s say a business wanted to promote their account to gain more followers and Instagram was able to feature them in some way. In order to help make a more relevant and useful promotion, it would be helpful to see which of the people you follow also follow this business.”
Seriously? Booooooring. It’s just more, “Your friend Matt follows Sharpie. You may like to see Sharpie’s photos.” The same unimaginative stuff that litters Facebook. (Sharpie does actually have a pretty great IG feed).
I’m grossed out that we can’t find better ways for these services to make money so I decided to do some thinking.
Here are my ideas for how Instagram can monetize itself.
1. Charge For Use
Charge $1 or $10 per year. Or let me pay what I think it’s worth like Radiohead did with In Rainbows and Cards Against Humanity did with their recent holiday expansion pack. I did an anecdotal survey of the people who sit within earshot of me and 4/5 said they would pay to use it.
Some say there are other photo apps out there that they would use. My answer to that is that Instagram isn’t about taking photos in isolation. It’s about a channel that I can tune into to see my friends and family around the world. The same way that I used to flip on the television to see what was on, I now fire up Instagram to see what people are doing from Sydney to Portland and Boston to London. I’d pay for that.

2. Guarantee That Jay Z will see my photo
Sign a contract with Jay Z and other notable people and let a limited number of Instagram users populate a feed that these celebrities see. Jay can comment or like the photo if he wants, but no matter what you’ll get notification that he saw your image. I’d say that’s worth $5, $10 or $20 depending on the circumstance.
3. Digital Frame in the Oval Office
Similar to #2, but this is a frame that President Barack Obama will see every day. For a price your photo will show up there. Imagine your photo in the most powerful room in the world reminding our world leaders of what’s happening all over our planet.
Your Instagram right over Obama’s shoulder for the right price.
4. Digital Boards In Exotic Places
Instagram could put screens in random awesome places. They could put them on top of mountains, in stadiums and in Times Square. Then you can pay to have your photo displayed on those boards. Cameras will take a photo of your photo with in the amazing surroundings and provide you with an image you can share everywhere.
A billboard in the mountains would display your work of art for a small price.
Those are my first four ideas. Do you have any others? Post them in comments or tweet them with #IGCanMakeMoneyBy.
Dan Viens is a Digital Strategist at Wieden+Kennedy. He lives in Portland with a baby, a wife and a dog.
Tags: advertising, digital strategy, instagram, online advertising, revenue model, social, social media, social networks
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