Viacom International, Inc. et al v. Youtube, Inc. et al

Filing 209

DECLARATION of William M. Hohengarten (Part Five) Ex. 105 - Part 1 in Support re: 176 MOTION for Partial Summary Judgment /Viacom's Notice of Motion for Partial Summary Judgment on Liability and Inapplicability of the Digital Millennium Copyright Act Safe Harbor Defense.. Document filed by Country Music Television, Inc., Paramount Pictures Corporation, Viacom International, Inc., Black Entertainment Television, LLC, Comedy Partners. (Attachments: # 1 Exhibit 105 - Part 2, # 2 Exhibit 105 - Part 3, # 3 Exhibit 105 - Part 4, # 4 Exhibit 105 - Part 5, # 5 Exhibit 105 - Part 6, # 6 Exhibit 105 - Part 7, # 7 Exhibit 105 - Part 8, # 8 Exhibit 105 - Part 9, # 9 Exhibit 106, # 10 Exhibit 107, # 11 Exhibit 108, # 12 Exhibit 109, # 13 Exhibit 110, # 14 Exhibit 111)(Kohlmann, Susan)

To:

From: Cc: Bee: Received Date:

"Stephen Cho" -:[e-mail]::

Subject:

2006-10-1301:10:28 CST (Monetezation-subteam) Susan and Gokul notes

we did end up having a discussion with Susan and Gokul this afternoon

anyway.
attached the notes.

will work on an exec summary this evening Rajas will do a second pass on this tomorrow morning, and then we (Leora, Rajas, Dan, Stephen) will sync through during a prep session at 11 AM

Stephen
Attachments:
Gokul and Susan.

doc

EXHIBIT O.~
,/./l. t1"
A.IGN1CIO ~OwARD .ĒSR,RPR

Highly Confidential

000001-00330681

Gokul and Susan - notes 10112/06

Interviewers: Leora, Rajas, Stephen
Gokul:

What in addition to our current efforts should we be doing? Any enhaced efforts beyond our current strategies?

Breaking up content into slices and making sure we can find the pieces. This increases inventory and likelihood of people being interested at all at a certain price. Let content providers understand the zeitgeist from google video to better understand
what is criticaL.

Susan comments:

Interesting lesson from YouTube and Google Prit, we always need to be able to rely on DMCA - although traditional media companies don't lie it. We should build in an opt out model on this content extension.
It's all about distribution, and having users.
Provide just liks and search? Or do the actual hosting?

Important for us to Index. So many different formats, we put it on our Google Video site.

Focus on the users and get the traffc.
Be comprehensive: index everything (Books: scan in everything, if you everything, then

you can opt out. YouTube as well- opt out, DMCA afterward for take down; lie for
Search - t-Tawl everything, and then opt out possibilties as well)

Syndicate back all of our technology to the traditional providers

Then you have audience, and monetization wil follow
r mportance of community/UC'iC that traditional media companies do not have.

The way to monetize traditional media is via ads: focus on ad-driven model, but do download-la-own, subscription, elc. only as complementary.
Viral business building doesn't use ad-driven model: audible.com, WSJ onlie, and

iTunes - only 3 examples of pay-to-own or watch. Most models are all "free" and addriven

Highly Confidential

000001-00330682

Our forte is NOT transactions, but rather in ads.

Sales force doesn't know how to do Brand sales, Video, Audio sales The traditional media is more about Brand advertising, less about transactional direct response advertising (lie for the web)
We want brand advertisers on core content.

Tell the premium content video providers that we can give them more analytics on user bchavior, whcrc ihcy camc from, whcrc lhcy arc going lool what arc thcy intcrcstcd in.

Gokul:

Google as AdManager for each vertical: we can monetize the remnant
We are a distribution platform for the traditional content players. Not treat as silos.

Need Google.com - need to do universal search
Bundle these things together for the sales force to sell more easily: given some audience you are tiying to reach, we can give you a bundled package of inventOlY across onlie
and offlne media.

Free, better, tight integration to the Google platform, makes Google Analytics superior to whatever you could get in the industry, so people do use our analytics.

Google should do that: get into metrics in video, in radio, cell phone (IMMI company in San Mateo knows what you are watching or listening to on your cell phone).
We can do cross-border ad selling

Washington Post askig us for GAM (Google Ad Manager) for their offine and remnant inventory. Beller see, analyze, feedback on the ad lifecycle (for this offine).
Can we index and crawl other people's video sites.

Now put video crawl into other video sites, plus audio (pod casts) to find the most
content! focus on search.

Look at Toolbar and Desktop - how we could leverage these platforms to enhance content business

Need to develop brand selling capabilties.

Highly Confidential

000001-00330683

Crawlig other people's audio
We really need to solve video search, esp. that we have You

Tube

Help enable and drive cross-media mash-ups: use video for user-generated video content, or to combine video with music with text.
Find thc contcnt, gct it into our indcx.

Universal search

Ncw sclling capabilty arc rcquircd.

Highly Confidential

000001-00330684