TiotiTechCrunch UK Pitch!

10 July 2008

Paul CleghornCEO, Co-Founder

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1. Problem

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• RADIO & TV WAS ONCE SIMPLEUser Interface = Changing Channel (optional!)

• FREEDOM, CHOICE... COMPLEXITY100s Channels, PVRs, On Demand ➜ InternetTV

• PROMISCUOUS TV CONTENTNot only what to watch ➜ Where, When, How

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It all used to be so very simple - a literal handful of channels to pick from, a single screen to watch things on. Ah, happy days.The days of Dallas and a 6 month wait to experience the ‘who shot JR’ cliff-hanger with the rest of the audience are long gone. What have we got now? An interesting mess, all headed in a definite direction at a snails pace. One thing that’s becoming clear is our single screen in the corner of the room is being replaced with a multitude of options, delivered by a load of different players.

Tioti is a social media platform for the efficient discovery of

new and old TV shows

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“A Radio Times forthe 21st Century”

“TV guide meets Facebook”

2. A Solution

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One thing we didn’t want to do was create yet another TV schedule site, which are almost always based on classic grid format created for print and used on almost every EPG seen today.What we did want to do was start by collecting together all the available links to the full episode video. Making those usable meant building a structure of show > series > episode to navigate.Once we had that, it seemed sensible to expand on the information about TV shows we were listing - wikistyle... This caused a few issues with content we had originally planned to license, so we’ve recently been getting our own created.On top of all that ‘stuff’ we’ve put a pretty lightweight social layer - we’d prefer plug into existing social networks users come to us with. That’s getting interesting now - started with Facebook F8 API and now there’s Open Social and numerous other furrows being ploughed.

3. Business Model

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• ADVERTISINGEntertainment one of the biggest spenders

• REFERRALGood % of pay contentUser data ➜ cut of adspend

• DISCOVERYInternet TV EPG ➜ Where is it onlineUser research ➜ TV marketing, audience building

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Yes, for the user-facing website advertising is the obvious business model. It’s a volume business, so we’ve been concentrating on trying to build out the product and get the numbers in first. OpenX is built in already though, so it’s ready to roll - part of our fundraising effort here would be spent on kicking off that activity.Part of the links data we collect is for paid media, and where possible we’ve got referral relationships in place there.We also think that Tioti might make a very useful place for broadcasters to extend their relationships to the audience too so we’ve got tools tailored for that in place too.

4. Magic

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So yes, we have a nice user-facing website but our magic, we hope, lies in our use and treatment of data.Why is the data approach so important to us? It’s where we started from, making sense of a million bit-torrent links into a TV catalogue. It’s going to be an interesting space now some of the fundamental plumbing is in place - RDF and semantic web technologies like microformats are being used and ‘in the wild’. BBC labs and others have done some great work in the past couple of years, leading the way for others to follow.

4. Magic

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• FINDING SHOWS ONLINEWeb scrapes, feeds, cataloguing ➜ Internet EPG

• EXPANDING GUIDEAdding Editorial, Content ➜ UK Bias

• PLUG OUR DATA INTO ANYTHINGAPI ➜ Social Apps, Widgets, Microformats, RDF

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So yes, we have a nice user-facing website but our magic, we hope, lies in our use and treatment of data.Why is the data approach so important to us? It’s where we started from, making sense of a million bit-torrent links into a TV catalogue. It’s going to be an interesting space now some of the fundamental plumbing is in place - RDF and semantic web technologies like microformats are being used and ‘in the wild’. BBC labs and others have done some great work in the past couple of years, leading the way for others to follow.We realised that this alone wasn’t enough, especially when you have a nice user-facing website, so we’ve been getting a ton of original content written for us that we can own and do useful things with - TV show descriptions, reviews, that kind of thing - to mix up with the data and the social side.What does it mean in use? Automagically TV-ify any web content, with live, localised schedule info and online video links in context anywhere - same as dropping in a Yahoo Finance stock graph and tracker.

5. Marketing

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• RECENTLY TRIALED A FEWCPC, CPR, Prizes, Social Ads ➜ plan ready

• FACEBOOK APPS, API LAUNCH!3 neat FB apps now ➜ uses our own API

• FUN TV SHOW MESSENGER (...VIRAL) Should be out for new US seasons TV, Fall ‘08

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With a fairly modest spend on keywords we saw we could kick traffic up to respectable levels...(150,000 unique visits, over 500,000 pageviews)We’ve got a bunch of facebook apps out now, some fun and some quite functional - we’re starting to seed these now.Down the line we have a top digital agency creating something a bit special for us - that’s scheduled for the end of the summer at the moment.

6. Market Drivers

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• CONTENT SEEPING ONLINEBig Vaults: 4OD, iPlayer, Hulu ➜ Kangaroo next

• USER TAKEUP PROVEN!Broadband TV causing end of world, apparently

• LOTS STILL TO DO Disintermediation ➜ smaller playersSocialise it, influence it, infect it, break itIntegrate it onto the bigger screen

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We’ve been waiting for quite a while for this, it’s taken longer than I’d originally thought for a good chunk of content to move online legally. It’s still taking a while - which might give the ISP world time to upgrade their world I suppose. Funny how that community screamed blue murder when iPlayer hit the pipes, when it’s still YouTube that makes up the vast majority of video traffic and has done for ages. Still, harder to get money out of them - I digress...The heavy lifting that’s going on by just a few big distributors right now is inevitably going to get easier, cheaper, faster letting more players join the market as well as content owners themselves. That’s activity that makes Tioti more useful.On top of that, there are layers of social tools and content involvement for the new audience to have fun with. This is stuff that Tioti is doing now and plan to do much more of.This is all great with online, PC and mobile based media, but there’s going to be a little wait before all this stuff works seamlessly on the TV too. That’s stuff we think we might be able to help with too.

7. The Competition?

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• ONLINE TV VAULTSAdding navigation, social elements

• TV EPG SITESReworking themselves away from schedules

• SOCIAL LAYERSFanCast... MySpace, Facebook, etc

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Some of the larger distribution platforms are adding their own extended functionality, starting with recommendations based on what you’re watching or have just watched. It’s a fuzzy area, but better metadata on these platforms lends itself to better navigation and suggestions too.From another direction, sites like TV Guide and Radio Times are adding a few links in their listings too. Beyond that there are social platforms that are bringing TV content to their audiences too - MySpace being owned by NewsCorp is the more obvious of these.

8. Team

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• PAUL CLEGHORNInteraction Designer turned entrepeneur, broad agency background going back to year dot (1995)

• JULIAN WILLIAMSExperienced technical architect, from Partygaming to Razorfish

• DEVELOPMENT = UKRAINE, UKMoving development in-house

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9. Milestones

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• LAUNCHED: v1.0 Q4 2007Also closed Series A investment

• REVISIONS: v1.1 FEB, v1.2 JULY– Added extended show content– New homepage, news, tweets, FB apps

• OPENING OUR API NOW...

• TV DATA SERVICES NEXT...

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So we’ve done a considerable amount up to this point, getting the initial site out in October, building on that with more stable technology and new features along the way.Right now we’re pretty happy with the main site, and plan to continue building out the editorial side of that with content we can own.Today we’d like to announce that we’re opening up our API to third party developers to make things using our data - applications will be taken on the site and we’ll start getting documentation out soon.After that, we’re keen to start building out these new TV data services, using our and other sources of TV data - like ratings, history, popularity and so on - for use all over the web and beyond.

10. Funding

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• LOOKING FOR $500k BRIDGE ROUND– Prove our recent enhancements work– Execute our marketing plans– Develop our recommendation engine– Major new version: Tioti 2.0

• POTENTIAL EXITSTurning partners into customers, revenue...and potential acquirers

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