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Elisha Heart
Advanced Television Productions
Advanced Television Productions (ATP) is a start-up company dedicated to the production, marketing and delivery of new content for the next generation
of television.

The Opportunity


ATP will enable forward thinking marketers and leading new media companies to collaborate and gain important competitive advantages for their businesses. With content rights in-hand, these "new players" are freer to distribute ad-supported programs across channels and platforms to aggregate audience ratings from: first broadcast airing, repeat airings, time-shifting, VOD and cross-platform internet delivery. The increased financial value of aggregated audiences enables the investments required for production of higher quality programming. To complete the loop, higher quality programming generates larger audiences and larger advertising revenues.

While the "old media players" are primarily focused on the high profile Entertainment sector of television, ATP will focus on a more immediate opportunity in the Informational program sector. With Advanced Television, the aggregation of ratings from real time, repeat airings, timeshifting and PC viewing makes engaging informational programming both affordable and profitable.

Advanced Television, the next generation of television, is characterized by four features:

1.Time Shifting:
Viewers can control when content will be seen.
2. Inter-operability:
Viewers can access content on a multiplicity of platforms (TV, Internet & Mobile).
3. Addressability:
Advertisers can target messages to Audience subsets; viewers can select the content they receive, release and/or publish.
4. Interactivity:
Viewers are empowered to respond to or bypass content and ads.

The Importance of Strategic Alliances


ATP plans to develop a strategic alliance with one or more of the high visibility "new players." ATP should be of special interest to the following strategic partners:

1. High Visibility Search Engines
(Google, Yahoo, MSN, etc.)
Virtually all the revenues of these companies are derived from advertising and ATP swings open the door to the vulnerable $46+ billion in broadcast advertising.

2. Technology Industry Players
(IBM, Intel, Cisco, Microsoft, Sony, etc.)
These technology companies would profit greatly from the rapid deployment of Advanced Television, which would spur the sales of their basic communications products and services offerings.

3. Marketing Communications Holding Companies
The six largest holding companies serve as agents for the top global 200 advertisers and are responsible for over $200 billion in media spending.

ATP is led by a team of executives with outstanding credentials in content development and advertising: Dr. Robert Fuisz, Arthur Tauder and Richard Villante, whose bios can be found on the ThunderHouse website. ATP has devised a strategic plan to get Advanced Television to “the tipping point” within 18-24 months. The team has identified two content areas of high interest, Technology and Heathcare; it has developed content treatments for each, Tech Beat and The Health Report. The next challenge: Lining up the right Strategic Partners.




Thunderhouse is headquartered in New York and has operating companies in Mexico and Canada.