WWDC2003 Session 725

Transcript

Kind: captions Language: en hi everybody thanks for coming Glenn bullet quicktime team we're really happy to have this session especially with the two industry luminaries that we were lucky enough to get from Los Angeles before I introduce John enhance CDs are a particular passion of mine and and certainly at Apple we've been working with developers for years to deliver and a half CDs that have any range of sort of interesting content on them from the simplest read me in a QuickTime movie in the data session to really really exciting follow the lyrics bouncing ball kind of really really cool stuff and John's going to talk about the sort of record industry outlook on enhanced CDs what they're doing what's good what's bad what's worked well what hasn't and the sort of interesting thing that would sort of always pissed me off is that record labels had this opportunity to build a bridge with consumers and and really the only thing that they ever did was sort of have this 22nd transactional relationship at Tower and here was all the opportunity sitting in the data session in event of an enhanced CD to say hey here's a video of the band and here's some biography and oh here's a link to the website and here's all the sorts of ways that we can continue the relationship because you think you might like this band so I'm really pleased to report that that is changing now and so the labels are looking at it enhanced CDs as a way of adding value to the compact discs in a way of sort of beginning the communication and that's really grown in exponential way so our second speaker intervened Jane from spark art is is going to walk us through a lot of that technology that's being implemented now at the labels so John my Fionna has done an incredible job at many labels doing enhanced CDs and there's a consultant of music industry we're really happy to have him give them a warm welcome we'll save QA for the end and when we do Q&A please if you would use the microphone so that we can hear the question clearly and it can be translated immediately into Japanese that would be great so I'll hand you over to John thanks good morning my name is John together with my colleague Naveen we're going to cover our background so i'm working with enhance at ease most of the discussion is going to cover the production the authoring and the process of creating enhance cities for record labels media companies and marketing companies i produced enhanced fees for the past of several years three years or so but recently within the past year I've begun changing my production efforts due to a trend in the industry let's go to the first flight i'll do it a trend in the industry to collect marketing and demographic information from cd-rom media who's also been pretty successful and i'll go over some of the specific examples later first I want to talk briefly about the role in hand cities have in the music industry and it's been evolving over the past couple of years it shouldn't be any surprise that some record labels are using enhanced CDs as one way to combat music piracy on the internet by offering additional content on the media itself entices consumers to buy the disc rather than download it I think that's a really important part of enhanced at ease now in the past year I've tried to advance the quality of media that can be offered on enhanced CDs and to make the consumer experience more enjoyable and also to get information back from consumers for the label on the form of mailing lists collecting demographic information first I want to go over the technical specifications of what an enhanced CD is and then discuss the production tools and methods I've used for clients in the entertainment industry and then the vigne will pick up the discussion and talk about the future of enhanced duties and key things he has been working on to expand the market and interest for enhanced CDs from the label and consumer perspective a normal audio disc is referred to as a Redbook standard this is a format of most standard audio CDs and it contains up to about ninety nine tracks the Blue Book standard defines the enhanced music CD it's also referred to as CD extra and it's a specification for a multi session press disc comprising audio and data sessions recorded separately essentially the audio and data tracks to record in a separate session so there's no overlap between the audio and data and also prevents the data tracks from being played on home hi-fi stereo equipment in the old days before multi-session discs were a standard for creating enhanced CDs cd-rom data was often recorded in the same session as the audio meaning that audio CD players your home CD player or your car CD player could recognize a data track and be able to play it which is a terrible user experience I've seen several older enhance cities where the data track was actually track 1 so you by seeding you pop it in your CD player and you hear a horrible screeching noise of course they usually tell you that on the sleeves but it's not exactly an ideal user experience on a blue buzz multi-session discs the first session is audio it can contain up to 98 tracks and after the session is the audio has been recorded a second session the data is burnt onto the disk typically the second session is a hybrid session that contains both the mac and pc data and there's also an approximate 27 megabyte lead out and lead in gap between the audio and data sessions the gap is necessary to prevent the data traction being recognized as audio tracks on standard CD players it also as the significant real estate space on the did the enhanced use i create are often for record labels and media related companies so I concentrate on packing as much media as I can on the second session after the audio has been finalized I usually always need to know precisely how much audio is going to be included on the disc in order to gauge the real estate space I have left and real estate space i'm just literally talking about megabytes we've got 700 megabytes at maximum to work with so if there's you know 18 tracks to you know 72 minutes that's not much space left we always have to plan for the contingency that we're going to have to leave something off if we run out of space always always always always use video in quicktime format over to so come back to this page i haven't found any format that works better on enhance to these quick time is definitely the best I usually use Sorenson three compression 320 x 240 frame size and a rates of 1500 k per second well sometimes we'll push it up to 512 by 380 for frame size in a 2,000 or 2,500 kilobytes per second for a rate but that increases the file size considerably and some machines have harder times playing it so I'll typically offer the user a choice to decide between the two and just leave it up to them we tried encoding it 640 by 480 but few machines can handle it seamlessly so we usually stick to 512 x 3 84 and 320 x 240 always include standard web links on enhanced cds photo galleries music always in quicktime format and an option to sign up for the project or artists or labels mailing list the mailing list information is interesting because it can be collected straight off the disc by sending the information directly from the enhanced to the application to a script on the webs and no browser is necessary it's a seamless experience you're just watching a video you can sign up for an artist mailing list or you know or do other interactive things while you're watching watching video content depending on the market for the individual cd-rom I found the people overwhelmingly sign up and give demographic information on enhanced music CDs given that fact I make it as easy as possible for them to to sign up don't know why exactly maybe it's just because it's so easy it's sitting right there you're watching a video you just type in some information and send it away you're feeling closer to the artist or the project it's kind of unclear why people do it so much but they really do and it's great for the music industry to get that data back due to the fast-paced nature of the industry there sometimes isn't enough time to produce the content fast enough to make the production delivery date as I mentioned before this space limitations often make it necessary to put bonus content on the web logically labels and marketing companies want to restrict access to it so that only people who bought the CD can get access to it there are a variety of different ways to do that sometimes we use flash variables session variables cookies things like that to control the exclusivity of it when I author enhance CDs I nearly always use macromedia director it's a it's a great tool and used to create the main interfaces in the portal to the actual content director is really easy to use I can hide hidden content with it a standalone projector application and integrate a lot of different media components into the director of framework district a blitz terminology i use the term projector to refer to the interface it's basically just a stand-alone application assists on the disc if there's a type of media that someone wants to use on an intensity and director doesn't support it chances are there's a plug-in there's an extra or some script written in lingo that'll get around it or you know somehow be able to import it in there and use it the most advantageous reason I found Hughes director for interactive enhanced CDs is its excellent ability to channel information in and out of the application database interaction allows us to handle email collection push dynamic content directly into the interface and manage users experience through the use of sessions and preferences files we can record and track pretty much anything we want to about the users experience without disrupting their experience it's all handled by Scripps in the back end so that's the main reason why I excuse to use director as a powerful tool to author enhanced CDs that require a lot of interactivity and tracking there are some limitations though and just anyone out there is from macromedia like you to spend a few minutes on how director could be a little bit better the biggest problem I have with oh there go go back the biggest problem I have with director is you have to author multiple projectors per project I'll typically author three projectors per project one for the pc one for OS 9 and then one for OS 10 / handles the authoring of multiple projectors rather seamlessly but director doesn't director does handle many standard cd-rom media formats so that's a very good thing and QuickTime is one of the formats that usually works flawlessly and director mp3 audio in in director is often problematic for me there's often occasional distortion things that happen especially in the QC process mp3 audio sometimes gets cut off and the biggest issue I think with director is the is the size issue when you offer a projector interface with no graphics or content at all it takes up a minimum of two megabytes of space when I'm dealing with a 77 minute audio disc and I need to author a hybrid mac and pc session on the same 80-minute capacity disk that two megabytes spaces is way too much for that kind of project so it really can mean the difference of fitting the data on the disk or not if i use director that's why i want to show you a few examples of you know interesting things that we've been able to do with director and the first example of the James Bond die another day enhanced CD the CD featured and exclude an extensive photo gallery of all bond movies a dynamic photo gallery of all the bond women in addition to two video clips one from Madonna and email collection of course and links to other video content on the web the next example is the Fleetwood Mac best of this one has to be was definitely a disk space challenge project somehow we were able to cram a five-minute video lyrics to all 36 songs on the compilation full discography email collection web links and bonus content onto an audio disc that was already 70 minutes runtime the last example was an interesting example of requiring email registration to access exclusive content on the web it was for the lord of the rings fellowship of the ring enhanced CD came out about a year and a half ago the disc actually featured practically no content at all there wasn't enough time to put content on the disc itself but an exclusive link got you two bonus web content and access to the content was given by required email registration the site featured several video trailers and you ecard wallpaper stationary buddy icons and more email signups are actually still being collected off of that disc even though the two towers isn't out for six months and I think to date we've received about 400,000 unique registration from that enhance city that was a really good enhance City it worked out really well the tremendous response from the first enhance city was a great lead into the planning of the next release the two towers and a special internet version was actually prepared I believe for the next release and it was specifically offered to the consumers who bought the first one some of the music projects I work on are distributed all over the world and an interesting byproduct of that is that some discs many discs often need to be reauthorizations in foreign countries the UK in particular has specific chart regulations only one web link can be included on a disc which is quite limiting video data is limited to 15 minutes no more and email collection can't physically appear on the disc itself without impeding the chances of the seat that the city will have the chart most other worldwide territories don't have those stringent restrictions but there are some new laws now that that require it require content to be approved a little bit more specifically now than it was before lastly I just want to spend a few minutes going over the eqc process for enhanced degrees from an operating system perspective and a user perspective after all the content has been assembled and approved by the content owner the fun is really just starting for me and all the wonderful engineers you have to sit down and test every possible user pass through every single screen of the enhanced CD all the functionality has to be tested from a from a detailed standpoint for the user and operating systems of course and typically they are tested on every platform imaginable and they're always minor discrepancies between OS platforms and sometimes major discrepancies sometimes with the media a director playback error an encoding flaw or a stupid mistake that I made and it's usually the latter just as an example it took several days to accuse me Linkin Park's meteora CD and get it out the door due to a Windows 98 and OS 9 issue with a plug-in that I was using to play the red book audio off the CD inside the director interface took us about four days to get through that and production death threats were made in our directions but we finally got a solution and typically it usually takes about one to four days to QC and enhance City entirely depending on how much content there is and depending on how complex the back end components are as well ideally from a user perspective the enhanced CD experience should be as seamless as possible and not require any added effort on the user's part generally aya I like to test to make sure the user has all the components needed to play all the content on an enhanced City before the application launches several checks can be made in the background without the user being aware of anything that's going on over the most often scenario is that the user doesn't have quicktime and they have to they're forced to download it I'd love to establish a method where the latest version of quicktime could just be automatically installed without the user having to be having to do it do anything and currently I don't place the QuickTime installer on the disc itself sometimes TVs are out in the market for three four or five years so putting an installer on the disc creates a problem that it might be outdated during the time span of the CDs on the market most of the components we can check for and automatically update in the background and director has a great way of handling some of those things with lingo scripts and things like that so that the user isn't bothered by having a download a flash component or something that they need this time I want to turn things over to naveen who will probably describe more of the marketing tracking and the benefits that labels receives from enhancing these in the future of enhance these hello there thank you very much John at first I would like to start with the the current state of ecds on the marketplace now John gave you a little bit of a description but John is really talking about the premium ecd the reality is is that the vast majority of ecgs that are produced quite honestly don't even come close to the Fleetwood Mac ecd or the Lincoln Park ecd or some of the other ETD is that John has worked on so typically first of all just to introduce the current state of e CDs basically the ecd as John said is really the post purchase an immediate connection with with the consumer this person's actually took their time to go out to a record store or you know luckily hopefully buy it online and this is the one time you really have to connect with that consumer post purchase and it's the time for both the label and artist to make the connection and you know that they're a real fan because they actually bought the disc it's also one of the one of the few parts of a new media campaign that the label typically runs that has a quote unquote perceived value to the consumer I mean the vet of the consumer doesn't really value the website or value anything else that the new media Department will typically do at a label but the enhanced discs you know by way of a sticker on the front of the disc or whatnot you know supposedly it's supposed to have some value to the consumer and yet even with these key aspects of enhanced CDs nine times out of ten they feel rushed and they almost never take advantage of the technology that's currently available at the time of purchase so there are a couple different types of enhanced CDs John primarily was talking about you know quote unquote standard enhanced cds which are you know director Bill multimedia pieces that actually sit on the CD and sometimes connect with the web or whatnot there's another type of enhanced CD that John also briefly mentioned which is more of like a CD being used as a key to access exclusive content for example the lord of the rings and is that John produced now the beauty of the key type enhanced CD is that for label catalog sales where the label you know is not going to put an enhanced disc on a Lionel Richie CD they can actually they can actually use like Gracenote technology like CD DB or what not to actually connect the user you know via a web interface to quote unquote exclusive content now the problem is is that neither of these methods that are usually used in the enhanced CDs ever fulfill their potential typically a typical enhanced CD that's produced by a major label today will have one or two mediocre quality video clips and and there really are few exceptions I mean you know John mentioned some very exceptional enhanced CDs that were produced and that rarely is the case the versatility of the medium is not really taken advantage of in any way shape or form the video potentially on the disc can be much higher quality and the beauty of it is there's no waiting for the consumer to access the rich content because there's no need for the internet connection the other beauty of enhanced CDs is that they you know can obviously connect directly with communities and online related web content directly from the disc itself as John was mentioning another really key aspect that labels fail to take advantage of is the ability to install artist branded component to just clean favors and desktops and whatnot which really are extremely powerful long-term mindshare branding opportunities they're really taken advantage of so how do labels currently view enhanced CDs well you know they currently view them as pain in the ass to produce and as John mentioned their QA nightmare and they're often rushed I mean when you're producing a typical enhance CD for an artist there's so many cooks in the kitchen you have to deal with the art director and the manager of the artist and the artist himself and the new media department is running around like chickens with their head cut off it's just insane it's absolutely insane so there's often late art delivery and you know there's there's never really time to really think about the next level or think about you know our consumers really going to use these different components and as John said you always have to make allowances to take media off either due to space issues or quite honestly vas it may not be ready and then the labels often ask because very few CDs are tracks currently do people even use these things and that's a question that I get asked personally all the time when you know we approach a label to produce an enhanced its disc for a given artist or whatnot but the funny thing is that the potential benefits of the enhanced CD are huge you know John was mentioning some of the you know quote unquote anti-piracy capabilities and enhanced this because it has value and therefore the consumer is going to say oh I'm not going to go download the music on Napster orcas are or whatever I'm I'm just going to go by the disc because it has a special video clip if the reality is is that you know that's obviously you know not very true but there is significant opportunity to add things like music videos live video live audio collectible extra content such as you know a IM icons avatars screensavers desktop wallpaper and you know cool database powered active deaths of desktops that are built in flash in fact one one thing that we've actually produced that was really really cool is we produced the Lincoln Park meteora enhanced disc with John and we had this really really cool screensaver this is actually the screen that the consumer first sees from the enhanced disc when they go to to access the screen saver and the screensaver was actually built in macromedia flash and it was database connected and you and it allowed the the user to actually download video content directly from the net and it actually created almost like an artist branded TV channel so if Lincoln Park videos 24 hours a day and then we also had a concept for the Lincoln Park campaign called newscaster where it was basically linkin park news for the fans by the fans we actually send a video crew out on the road with linkin park and they shot video and we put we pipe it in you know not real time but weed pipe it in on the on the lincoln park official website and through the screen favor so you know linkin park is the content producer so why not take advantage of the content and that's exactly what we were able to do with the screen saver and the screen sarah was extremely successful in the first six weeks of release of the album over 100,000 users download and install the screen favor the beauty is the screen savers track another key benefit you know as John started to mention is the data collection aspects of enhanced CDs John mentioned the artists mailing list capability and the amazing success that Warner Brothers Records saw from the Lord of the Rings soundtrack there's also the capability for labels to create genre segmented mailing lists you know most labels have a quote unquote rock list or a pop list or whatnot and they'll use those mailing lists to market new artists that don't already have established fan bases so that's a huge benefit ecd usage statistics are not typically tracked currently but they're very easy to get because the e cds are built in director and therefore you can connect directly to a database from the user's machine assuming of course that the users online so you can actually track the usage of the ecd how many people are actually using it the content popularity you know what content users are actually using on the disc and they're hosted there's a host of other tracking capabilities available we actually have a tracking system that's very very powerful and we actually now have the ability to tell you what countries people are using the enhanced CD from and in some cases even what dmas people are using the enhanced CD from additionally we can track the viral aspects of a promotion and you know tell you you know the send to a friend ratio has as far as what the success what the response rates are how many people are doing it week to week time scale etc etc etc directly from the enhance through our reporting technology and of course you can track much much more another really key benefit that labels really fail to take advantage of typically is the cross sell capability I mean you have a disc that's in the consumers hand they're actually taking the time to open the enhanced portion of the disc why not take that time and offer them you know cap previous catalog from that artist you know or offer them you know opportunity to purchase an artist DVD or whatever is coming out for that particular artist and if the enhanced CD is database powered then you can you can kind of update the offers at any time you please there's no reason not to take advantage of that I need another key benefit that I was mentioning a little bit beforehand is the viral marketing capability of the enhanced CD on the media hora CD for example we actually had and meteora to a friend right on the ecd itself so all the user had to do was enter their email address and click send and it would actually you know connect to our database system obviously if they were online and we'd send that user an email address saying hey Johnny wanted you to check out meteora go check it out and obviously word of mouth is especially for the jaded consumer in that particular demographic you know word of mouth is really the best way to market to them and the response rates as you saw by the graph that's actually real data is massive thirty to sixty percent is typically the response rate that we see from typical viral marketing programs and that includes email to a friend I am to a friend and SMS to a friend another key quote-unquote word of mouth well not really is the official website toolkit this is something that we actually included on the media or enhanced CD as well and it was extremely successful well over 100,000 kids actually accessed the toolkit in the first two to three weeks of album release and we're using it on their fan sites because we had exclusive art on there that we had not used previously on other Linkin Park creations we also produce their website etcetera etcetera and therefore we were actually able to tell whether kids were actually using the content on the in hit on the enhance city or not this is what the toolkit actually looks like so the toolkit you know typically when we produce them will contain the official PR photos of the band official logo the album artwork and then we also include a host of webmaster resources such as how to build a website how how to program HTML we're to host a website for free or for very low cost go geo cities we're to get a message board so that fans can build their own communities because fans really like to do that so another core benefit of the enhanced CD and I've mentioned it previously is obviously the database connectivity ability and this has very very rarely been put to use in fact I've not really seen an enhanced disk that's really well database connected so but you know things like updating the artist news and tour schedules I mean the reality is most labels that we've talked to you about this say well who's going to update it well someone's updating the artist website so why not pipe it into the same database the power the website and therefore you know you update one and kill two birds one stone so you know tour schedules by links directly to ticketmaster went or two or dates go on sale to or journals directly from the band and you know of course much much more so why don't label do these things well first item is cost obviously record labels are not doing very well financially right now so they don't like to spend a lot of money and the new media new media gets a good chunk of change currently but they don't really they're they're trying to cut costs every place they can and an ecd is is like is an easy thing to cut it's an easy thing to skimp on its oh who cares about being an CD no one ever uses it anyway so that's that's really a one of the first things to go typically when labels trying to cut costs quite honestly the high cost of production tools doesn't impact on the cost of these CDs as well Makka media director for example you actually have to buy a PC license and a Macintosh license in order to produce hybrid enhanced CD so therefore you're buying two copies of the same program to produce a typical enhanced disc and director isn't cheap another some of the concerns are obviously the production timelines in the queue a procedure and enhance duties because they have to be mastered and obviously duplicated before they're sold at retail there's very very strict delivery times if the label is going to meet there on till date so you know John is often stuck working you know all nighters to meet crazy ridiculous deadlines and we are to from the design side and the development side because we really don't have much time and because the enhanced if cuts be produced so far in advance of the actual album on sale as i said before assets sometimes really hard to come by so we may not have the exclusive video clip that we've been talking about for three months when planning a given artists release with the label new media head you know it just might not happen you know whether it's not edited or it's not even shot yet or whatever it just it often does not occur now I'm going to talk a little bit about how the typical artists of view ec DS now the thing about my company is that we actually work directly with the artist as well so you know oftentimes artists will you know ask us about the enhanced disc or you know what's going on with the new media promotion and whatnot so this is kind of how the artist currently look at enhanced disc first I'm going to start with what should be the artist benefits of enhanced disc and obviously rarely occurs the key benefit is fan relationship management and that's very similar to customer relationship management because the person who buys your disc is your customer so things like an official artist fan club link and potentially giving them discounts to the official artist fan club links to the public community so that fans can interact with other fans direct communication links with the artist by way of up-to-date artist news the tour schedule and the ability to offer exclusive contests and updates through that suppose a database connection additionally you have a great opportunity if you're an artist to grow your street team or your e team now typically a street team and an e team is like a three month deal you know it's totally front loaded at the beginning of a campaign oral kind of go up and down with single cycles and you know but I genuinely think that especially for an e team you know street team is typically a fixed size because its cost etcetera etc but II teams there's no reason not to give the fans the opportunity to join the e team at any time and keep that eteam running for the course of an entire album cycle and potentially in between album cycles because those are the core fans the user that actually takes the time to join the e team and whether they promote or not is a whole nother question but you should at least keep that online because it really doesn't cost a lot much and of course the mailing with sign up for feature artist releases or information or whatnot and as John said that can be very very successful this is actually a screen of the Lincoln Park enhanced CD again this is actually the page where we actually were marketing Linkin Park's official fan club which was called the LP underground now the elephant underground has literally tens of thousands of members who are paying to join the club and through the enhanced disc we actually had thousands of sign ups and you know the Lincoln Park disc came out in March of this year so it's actually been very very successful as a kind of a cross sell you know with the consumer through the enhanced disc other benefits as I mentioned before of course are the viral marketing capabilities you know they're they're huge there's no reason not to do it it's kind of like free marketing it's the consumer marketing on the artists behalf and who better to market for you there's no reason not to do that as I said before the cross Bell potential for artists is even bigger than the labels now typically labels don't really get into the artist merchandise and you know all that kind of stuff but or the fan clubs but of course that's changing as the industry continues to evolve so you know labels are going to have more and more reason to cross sell merchandise and fan club members ecd the merchandise is huge for an artist to be able to sell their merchandise or offer their merchandise directly from the enhanced disk by way of web link of course in future it would be really cool to actually be able to pipe updates as far as new merchandise that goes on sale or exclusive merchandise to fans who actually bought the disk or etc etc etc them and there's a million things you can do unfortunately it never gets done so what are some of the artists concerns with enhanced discs well artists are really concerned about the poor production by the label of there have been several instances where we've actually had to recreate enhance CDs after the initial shipment because we found the label found later or the artist found after the fact that the enhanced CD quite honestly didn't even function so and that's incredibly damaging because you damage your fan relations with a poorly produced enhanced CD this is your opportunity to really communicate with your fans on a direct basis and if you damage if you have if you produce the damage dcd that's not at the part of the music on the enhanced disk or the album packaging or everything else that goes that everyone at the label and on the artists side in the management company worked so hard to produce then you know the consumers oftentimes feel you know screwed you know what's on this enhanced it why is their sticker on this enhanced on the CD package that says I have exclusive content when I can't even access it and that also reduces perceived value of the ecd compared to similar products in a very very crowded marketplace so if you're on label x and you're a rock band and label wives rock band has a you know better enhance disk and obviously things are similar as far as radio play and all the other bazillion variables that go into a typical artist campaign then having a poor enhanced disc is kind of like having a poor package or you know whatever it's not a real it doesn't it reduces the perceived value directly and it's all subconscious but it actually has an impact and of course potential and ability to grow the mailing list and you know all that other stuff that that can be caused by rushed or poor production on behalf of the label I'm going to discuss briefly how consumers view enhance CDs both currently and how they should the current view of enhanced CDs by consumers is that they are very cheaply produced the brand of ecd you know every CD that you buy that's enhanced sets that little ecd logo at least in my opinion has been very the value of that brand has been very sharply reduced because most of the ECB's that are produced are quite honestly terrible and they meet very low standards they lack any real content and sometimes they don't even work so there of course of limited value to the consumer and therefore consumers at this point sometimes they don't even bother putting them in because there's no point you know it's either not going to work or it's going to be the music video that I've seen on MTV 5,000 times so there's no point how consumers should vewy CDs is obviously that they offer significant additional value without added cost if you go to Best Buy and you buy an album for nine dollars 99 cents and it has an enhanced disc portion then there should be additional value on that enhanced disk access to exclusive collectible content such as a IM icons that are specific for the enhanced disc desktop wallpaper the screen saver technology kind of stuff that I showed you active desktops desk sites all those sort of creative elements you know are very very exciting to a consumer and many record labels that have taken the time to produce high-quality enhanced disk have actually seen very positive results from those added value additions to the enhanced disk the ability to communicate with other fans that's what fans really want they want to find like like-minded Souls online and the ability to communicate via direct links to the artist community or whatnot are incredibly important for for the consumer and of course the ability to stay up to date on how the you know what's new in the world of the artists you know latest news and tours and ticket sales and all that kind of cool stuff now what is the future of enhanced discs well the future is is interesting it really depends on how much effort labels really want to put in to enhance disk if the current trend continues then enhance disks are going to be fade away as a fad you know part of the multimedia craze of producing cd-roms and they're really quite honestly probably going to go away but you know it's really a great opportunity as I said for enhanced discs to be you know to be a tremendous value to the artist and the label through you know all the things that I've discussed and all the things with John discussed additionally the two new major audio formats on the horizon there's sacd and there's DVD audio and those two those two formats are going to obviously play in as well as far as physical shipment of audios containers concerned so labels should really take the time now to learn more about the consumers involve them in ways that they really won't be able to when the digital music revolution is really fully complete we have things like apples amazing new music store which enable consumers to buy music and there's no enhanced portion to buying a protected file there's no it's just the audio straight and it's cheaper than buying a disc so eventually you're going to run out of time where you know eventually you know obviously you know consumers will only buy music through digital channels so the time is fast coming where enhanced if will probably be obsolete as digital music continues to evolve so therefore now is the time to really take advantage of the medium as consumers are still buying hundreds and hundreds of millions of CDs worldwide to really find out more about the consumer learn more about their buying habits and give them access to real exclusive content that they will not be able to access when buying a 99-cent downloadable audio track additionally through all the tracking capabilities that enhanced CDs can offer potentially you can really turn the media promotion into a science there's no reason not to do it if you can track everything from the website traffic to the player graphic to the enhanced dis profit traffic and compared to soundscan and compare it to DBS and compare it to media base and do all the correlative cool stuff that labels really should be able to do and aren't really doing enhance see these are a really core facet they're really cool really core variable as far as the new media campaign as a whole so you know it's really a shame that that labels really aren't taking full advantage of them currently so now I would like to take questions from the floor and I think Glenn is going to say something nice yeah nothing maybe that was awesome thank you in working with john and anna being and the labels for quite a while the quicktime team is you know really familiar with enhanced cds and you know at first past some of the things up on the screen there looked kind of depressing but i really feel like this is a huge opportunity for developers developers you know on just the delivery of media through the enhanced CD and probably more importantly the tools for creation as well as all the tools for tracking there's a lot of incredible success you know I you would know better about the correlation between let's say the largest selling CD last year was Lincoln Park meteora so the intelligence behind the marketing plan in the delivery Hybrid Theory sorry it should be meteora ok hopefully it will be it will be that's the new record so if you'd like to ask any questions please use the microphones introduce yourself and thanks to our speakers again you