Totem Global has announced the appointment of Jason Behan as its director of strategic partnerships.
Behan’s focus will be to lead the social video monetisation company’s partnerships with the film and television industry to use Totem’s services to generate new revenue for their catalogues using social platforms.
The leadership appointment reinforces Totem’s role in the rapidly growing social AVOD landscape, with the network now generating over 900 million views on social platforms every month.
Behan said: “The global AVOD market is predicted to hit US$259 billion by 2025, and social platforms are expected to be US$155 billion of that market. Totem is the first of a new type of distributor representing a global opportunity for content owners to speak directly with the audience on those platforms.
“We utilise the latest technology and insights on user behaviour to connect with audiences through social media. By understanding the platforms and the audience, Totem delivers content to the right place, at the right time, in the format audiences want to consume it. At every point in the process, we have content enhancement specialists applying techniques that work on multiple social media platforms.
“The common misconception about social video distribution is that it is simply a matter of uploading content onto a platform and waiting for something to happen.
The reality involves heavy specialisation in content enhancement, channel management, audience growth, community building, and moderation, while simultaneously capturing, monetising, or managing online piracy through rights management,” the director of strategic partnerships said.
“We know how to reimagine content in a way that drives significantly higher engagement and revenue. It’s the future and it’s going to be enormous,” Behan added.
Behan brings more than two decades of experience as a senior media executive and specialist in content acquisition, business development, leadership, and strategy. His past stints include Universal Pictures Australia and Beyond Rights, and he has spent his career bringing the best of the world’s content to audiences everywhere.
Behan said he is eager to step into the new role with Totem Global, as the brand continues its mission to fuel the world’s entertainment revenue revolution: “I love everything about Totem’s focus and business model and it’s where I wanted to be in my next role; it’s very exciting.
“It is difficult to generate revenues from social platforms and they are largely ignored by the media market which struggles to keep unauthorised uploads under control. However, Totem manages the whole process with ease.
“Not only do we create enhanced content offerings for the platforms, manage pirated content uploads, and build audiences to reinvigorate interest in your shows, but we can share these insights with you, and make our clients lots of money. It’s brilliant!”
CEO of Totem Global, Steve Crombie welcomed Behan to the role, highlighting Totem Global’s delight to bring someone with his industry knowledge and insight to the team, as the business continues to expand its offerings in Australia and globally.
“Combining Totem’s experience in video monetisation on social platforms with Jason’s experience in traditional media is exciting. Our model is complementary to the traditional media business and helps extend the lifecycle of entertainment brands around the world,” he said.
“We can drive extraordinary value from mostly untapped back catalogues and give once forgotten IP a new life. Jason will help demystify the opportunity and ensure content owners see greater success in the monetisation of their videos on ad-supported online video platforms. His ability to understand clients’ needs and how we can help accelerate or create new revenue streams is second to none,” Crombie added.
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Top image: Jason Behan