Howe: It gives us a very solid leg up. Because we're in the same entity, we understand their workflow, their business process, [and can offer] different ways of partnering, different ways of displaying the business model. If you're not in the [Time Warner] family, you're not going to get there.
IDGNS: Do those Time Warner units view Singingfish as a potentially good outlet for distributing their content in different ways or with different business models? Or are you not necessarily on their radar screens right now?
Howe: We're in the radar screen. We've done a fair amount of outreach to individuals who run big operations [within Time Warner.]
There's a mindshift that has occurred from "protect the content at all costs and don't let it out." ... to "we have digital [content] and what do we do about it?" If you're talking to the CTOs [chief technology officers] of these organizations, which is what I'm doing, then you're able to intersect at a pivotal point in the whole process. I have the [search engine] platform and it's understandable and it's something they know they absolutely need to participate in because it will contribute towards their business success because this is the way for people to get to the online content. You don't remember which studio released a movie. But if you type in the movie name, which is what you remember, [in a search engine] then you can get to the online content.
IDGNS: Do these Time Warner business units realize Singingfish can help them generate revenue by linking users with the content they're looking for?
Howe: They are in the process of educating themselves very quickly about what's possible for online because they understand that they don't control the channel changer. They understand that the end user does in fact decide what he's going to participate in and when. So the end user controls the access as opposed to a programming model where at 7 p.m. you have to watch this because it's the only time when it's on. The end user is taking more control over when they are accessing content.
IDGNS: Is Time Warner in general also supportive of you also striking this type of deal outside of Time Warner?
Howe: I think they do fundamentally understand that because being an exclusive channel isn't that appealing. You lose your credibility.