When Famous Frames Mobile Interactive, which produces original media content for cell phones and the Internet, launched last week, executives weren't rubbing their hands together waiting for the money to roll in.
A windfall is at least two years away. In the meantime, there'll be a lot of experimenting to do.
"New media is where the future is in advertising," said Mark Miller, chief executive of FFMI, based in Culver City. "But it's still the Wild West."
Los Angeles is a petri dish for emerging new-media content houses. FFMI, which grew out of a talent agency for storyboard and animation artists, focuses on Web and mobile distribution. Go TV Networks Inc. in Sherman Oaks and Cinema Electric in Encino are solely focused on content for cell phones.
While these companies are ahead of the technological curve, it's difficult to say when they will start making money through ad sales. Short clips on the Web are showing more promise for monetization than "Mobi-sodes," or short episodes of content for mobile devices such as cell phones and iPods.
The most prominent new media studio, Vuguru, is backed by Tornante Co., the investment company led by former Disney chief Michael Eisner. Vuguru didn't start turning a profit until recently, and the money came more from a distribution deal with Japan than from ad sales.
Vuguru's Web series "Prom Queen" attracted 15 million views during its 80-day series in the spring. A comment Eisner made at a media conference after the success of the show "We made history, but we didn't make any money" has since been widely quoted.
Vuguru's latest project is a 10-week Internet video prequel to a book by Robin Cook set in Santa Monica called "Foreign Body." The Web series debuted May 27 and continues until the book release in early August. It will be shown on ForeignBody.tv. Verizon Wireless's VCast will distribute the mobile version.
The high-definition show will feature ads much the same way "Prom Queen" did, including a 30-second preroll, product placement, and embedded ads such as a sponsored frame around the screen. "Prom Queen" advertisers included Pom Juice, Fiji Water, Teleflora.com and Victoria's Secret.
Online advertisement is a game of how much traffic a site can garner. If enough people watch a Web show, it can bring in revenue through a blend of advertisements.
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