Ha ha ha ha. Welcome to the segment what is entertainment marketing. Don't be alarmed, I will not be wearing this clown mask. But I wanted to just illustrate that entertainment is centuries old. As long as mankind. And this will be the agenda. I'll talk about, what is entertainment? I'll talk about, the essence of entertainment. What entertainment marketing is, what its sub-products are, and finally ended up with some key examples. So, let's get started. Okay, what is entertainment? Well the etymology of entertainment comes from both Latin and French. From Latin it is inter, from French it is entre, which means among and inter which in Latin means to hold. So entertainment literally means, if we flip it, hold among. Hold among. Hold among what or to whom? Well, to hold a tension, interests, amusement. And to hold attention, maybe you can even just use a [SOUND] gong, like that. [SOUND] So that too of course is centuries old. And you want to hold those things among a crowd. And that crowd increasingly because of the internet, can be a crowd of one. One person that via the internet can be linked together. So even though it's just one person that you're relating to. Again, one plus one plus one can ultimately equate to tens of thousands if not millions of people. And so the audience is not just offline, but also increasingly online. So keep this in mind when we talk about entertainment, that the essence of entertainment is to hold a mind. How do we do that? So that is entertainment marketing and this will look very familiar because this is how I defined the sports marketing. That it was the marketing sports and the marketing via sports, well the same here. Entertainment marketing is the marketing of entertainment, it's also the marketing via entertainment. So the entertainment industry itself is in and of itself big. But even non-entertainment industries can market via entertainment. And here, too, you have this very mutually beneficial, very symbiotic relationship between the two. Okay, as for sub-products, these are very familiar industries or sub-products. It encompasses not only the film and video, but also television, radio, prints, games, sports is partly part of entertainment, and even travel. So there are many industries or sub-products to speak of in entertainment. And in entertainment, there is a saying that content is king. So you want killer content in entertainment, whether it's marketing of entertainment or marketing via entertainment. And so, content is becoming a key, key issue. Not only online, but of course originally, offline. And via entertainment, we'll talk about product placement, which is where you're trying to brand your content. And because of social media, a lot of that content can be actually user generated. Okay, let's talk about an example of marketing of entertainment. And a very recent trend is that more and more distributors of content are themselves becoming producers of a content. And the prime case in point is Netflix, which until now delivered content offline and now online. But they are now producing content such as a series that I closely follow with Francis Underwood, that's my [LAUGH] very poor imitation of Kevin Spacey. And they've been revolutionizing how it's delivered. Such as having this simultaneous release of a whole seasons worth of content. And this is a form of Noon Nopi. In the sense that a lot of people so-called binge viewing. Meaning that instead of watching one episode per week, for example while watching the Game of Thrones and having to wait another week for the next episode, by having the whole season you can watch it in basically half a day. So it's changing the consumer behavior, the dynamics and it's also in a way blocking the intellectual property problem of pirated copies of these content. Okay, let's have an example of marketing via entertainment. And I think one of the greatest entertainers, one of the greatest showman In the history of business was Steve Jobs, the way he used to launch his products. And that truly gets at the definition of entertainment. He was indeed able to hold, to grab the attention of his audience. He knew what they wanted. He was a master of Noon Nopi, so he entertained. So again, here we see that entertainment is not just limited to so-called entertainment In the streets. Here is another example which is related social media and user generated content is content that's just generated by people. Ordinary people, and put on social media, such as YouTube, and Instagram, and so on. So, two examples come to mind. One, which is Pharrell William's Happy, which he allowed people to cover. So you had tens, if not hundreds of thousands of covers of people singing and dancing to Pharrell William's Happy. Also, Nissan had this social campaign through the use of the seven second videos on the find video site. Okay, so wrapping up we learned here that the concept of entertainment is as old as mankind. It's not new. Because how we defined entertainment was to hold attention. And if you're able to do that, that's what's entertaining. But the technology of entertainment is constantly changing. So how you hold attention, that will change. And the internet is a prime example of that. And the internet is also a prime example of entertainment market being two way. And so, it can work in both directions. Users can be entertaining as well. We learned that content is king. And lastly, we've learned that Noon Nopi is aligning consumer trends with how you deliver content, and that was certainly the case withNetflix and the House of Cards.