G.hn Video Was an Infomercial

G.hn Video Was an Infomercial

The G.hn video on “Designing Spaces” that we reported about so
glowingly last week was in fact what is frequently called an
infomercial — a video that’s made to look like a TV show, but
is actually a paid commercial. Marvell confirmed that the
video was made by a company called O2 Media, which supplies
paid videos to the Lifetime network that aired the G.hn video
on its “Designing Spaces” show. O2 Media makes infomercials,
which it calls “branded entertainment.”

See: http://www.brandchannel.com/papers_review.asp?sp_id=1491

The HomeGrid Forum paid O2 Media for what O2 said was
“production costs” to make the video but, it said, it did not
charge the Forum for airing the videos.

A Google search described the video as the hostess Rhonda
being given “an understanding and a demonstration of a new
technology that uses a home’s electrical system to send
digital information throughout the house.”

It is interesting that the video emphasized the powerline
aspect of G.hn rather than its capabilities over coax. We have
maintained for some time that G.hn chipmakers have aimed the
product at powerline in Europe, at coax for telcos in North
and Latin America that currently use HomePNA networking and at
coax for Chinese cablecos where it is seriously behind three
other Ethernet-over-Coax (EoC) technologies.

Marvell’s John Egan, whose credibility made the video
successful, said, “While I dislike the ‘infomercial’ moniker,
I guess it is what it is. HomeGrid Forum helped cover the
development (production) costs of making the video and then O2
Media was on its own with no more contributions from us.”

Concerning the video’s focus on powerline, Egan said, “It was
decided to focus on powerline instead of ‘every wire’ as that
might put viewers into mental overload trying to visualize it
all. And, powerline is the primary market for G.hn initially.
While coax will be hot as well, it will not be to the same
extent as powerline, at least in the early going.”

The fact that it’s an infomercial does not deter from the
quality of the G.hn video or its message, but does call into
question our report that treated it as “news.” Infomercials
are a very legitimate way of gaining sufficient time to
explain a product effectively as shown by the number of
infomercials that air every day.


Made for the Web
OTT Services Move to Original Content
So Have Studios and TV Networks

No one can yet see clearly the day when more entertainment
will be delivered to the home over the Net than over the pay
TV services’ closed networks, but it’s clear now that it could

“The Internet is the greatest vehicle for the distribution of
entertainment ever invented,” Yair Landau, former vice-
chairman of Sony Pictures Entertainment and president of Sony
Pictures Digital, said a few years back.

He was right. The Internet offers everything a content owner
could want:

– A global audience of hundreds of millions of homes

– The ability to deliver any and every show at any time of the

– To every viewing device, stationary-like TVs or mobile-like
smartphones and tablets

A new report called “Made for the Web” details what the OTT
services, studios and networks have done and are doing with
original content on the Internet platform.

Not one of the OTT services would give us an interview when we
called and emailed them about their strategy for original
content. So, we don’t have the smoking gun in terms of their
commitment to original content – but the very clear evidence
that they have embarked on that path is contained in detail in
this report.

For an extract and prices, email Brittany@onlinereporter.com

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