In 2015, Jamie Branson, the visionary founder of View TV, launched an innovative streaming platform dedicated to an exclusive television channel. This initiative, inspired by the success of Top Gear, aimed to produce several hours of regular programming each week. An in-house team of over 20 professionals handled writing, filming, editing, and delivering episodic TV series, all within the budget constraints typical of YouTube creators.
While the production side of the business thrived, the ad-supported, free-to-watch model, developed through the integration of third-party technology vendors such as Amagi, Brightcove, and Verizon Uplynk, failed to generate the expected revenue.
In response, Jamie and his team revitalized the View TV brand to develop a sustainable revenue model for OnlyMotors. Within two years, this venture proved highly successful, leading to the addition of videocentric radio station services and interactive music jukebox channels using the sister brand Rathergood.
As the term FAST (Free Ad-Supported Streaming Television) gained traction just before the COVID-19 shutdown, View TV expanded its services to power numerous third-party platforms. However, the involvement of multiple intermediaries in platform distribution significantly reduced the revenue from targeted advertising, with the content team receiving less than a tenth of the generated revenue.
Recognizing the success of content creators on YouTube, View TV launched Kapang, an owned and operated platform. Kapang offers a virtual cable box experience, delivering over 900 channels per country via an app on any CTV device. This platform provides linear channels and on-demand content libraries, matching audiences with content and advertisers to offer three distinct revenue models for broadcasters, content studios, and video archive libraries.
View TV and the Kapang team addressed the primary issues with existing FAST services by ensuring ad-revenues are paid within 28 days, filling 100% of ad-pod spots, and offering three sustainable business models that avoid multiple commission structures. This approach eliminates the need for third-party integration and fees, providing live and transparent reporting for both broadcasters and advertisers.
Despite the evolved business model, Kapang found it challenging to align with the term FAST Channels due to the persistence of commission structures among technology providers.
To move forward, Kapang decided to reinvent the ad-funded streaming model independently of FAST, which typically delivers only 10% of revenues to content providers while they bear more than half of the costs and risks.
Kapang has now pioneered the term COMO (Content Monetization), a content and broadcaster-centric revenue model that collectively monetizes content and live television through ad-funded, subscription, pay-per-view, or hybrid models. The relaunch of Kapang’s CTV platform, fully powered by COMO, offers a self-contained ad-tech and content delivery stack, providing at least two-thirds of gross revenues to content owners and broadcasters.
Initial discussions across the industry have shown resounding confidence in View TV and Kapang as a sustainable route to digital transformation, transitioning from traditional audience monetization models to streaming delivery preferred by audiences.
Kapang has now added Live Video Event Monetization, Podcast Monetization, Visual Radio Station Monetization and Interactive TV Experiences
Get broadcasting or monetizing content on Kapang and get a relief from FAST making you Furious. https://viewtvx.com/kapang-tv/
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