The cornerstones of our upcoming programmatic video advertising platform, DIVAN.TV 2.0 is to transform the video streaming industry by rewarding users for watching commercials and bringing transparency to the video advertising and Pay-TV industry.

In this interview, we talk with DIVAN.TV 2.0 Founder and Chairman of the Board, Andrew Kolodyuk, about the incentives for key players to participate in the ecosystem — viewers, content owners, and brands.

1. What’s the story behind your existing video streaming service?

DIVAN.TV was created in 2011, one of the first global over-the-top (OTT) video streaming services in the EU. Our target audience has been and continues to be 1 billion immigrant & ethnic communities worldwide. As an early player in the space, we have spent the last seven years developing relationships and forming agreements in the industry. Our service can be accessed on Smart TV thanks to our partnerships with companies like LG, Samsung, Sony, Apple TV, Roku, and a dozen more TV vendors. For mobile users, we’re accessible on tablets and smartphones via Android and iOS.

Founder and Chairman of the Board Andrew Kolodyuk

2. Will DIVAN.TV 2.0 replace the DIVAN.TV, or will both platforms co-exist?

With DIVAN.TV 2.0, we’re applying our learnings from our 7-year old Smart TV streaming service, DIVAN.TV that has 2 million users across 195 countries. We’re tokenizing our existing model into a blockchain-enabled Programmatic Real-Time Bidding (RTB) Advertising System for Smart TV that will become the new standard for other TV/video services. It will be available for an international market.

Our existing, video-streaming service DIVAN.TV will continue to operate on Smart TV in all 195 countries with a focus on ethnic and migrant communities leaving outside of their homeland.

3. Which problems impact the industry?

Due to our long history within the video streaming industry, we’re acutely aware of the problems faced by brands, content owners and viewers. Simply put, when there are middlemen in the mix, they benefit the most and the ecosystem is unfairly distributed.

Brands are losing a lot to fraud. According to Juniper Research, fraud in the global advertising market cost brands $19B in 2017, which is 9% of total advertising expenses. Total losses from fraud in the advertising market are expected to reach $44B in 2022 if we see no policy change.

As for viewers, only 1B out of today’s 8B global population can afford to pay for video content, driving piracy. Existing platforms force users to pay for content in bundles they do not fully utilize, and provide little foreign language content for this target audience. This is of particular concern for international and migrant audiences.

Content owners lose out on lots of potential revenue due to the aforementioned fraud & piracy, a situation compounded by middlemen taking a hefty chunk of profit.

4. How do you plan to solve these problems with DIVAN.TV 2.0?

Through decentralization and an internal token economy where all parties directly transact with one another, these problems can be addressed. Viewers can benefit from reduced costs (and in many cases free video streaming), brands can reach wider audiences through advertising, and content creators get a larger, and well-deserved, share of the ad revenue pie. Thankfully, we’re positioned well to bring this to life, given our aforementioned industry experience and established partners in the space.

Via Programmatic Real-Time Bidding (RTB) Advertising System for Smart TV we can ensure that viewer data is accurate, eliminating the risk of advertising fraud. Through reduction to advertising costs, DIVAN TV 2.0 will allow more brands (even small and medium businesses) to fairly participate in the lucrative Smart TV market. Brands will be able to target their audience with relevant ads reaching 1.7 billion users at the right time.

Users can find content in their desired language, and use D1T gained by passively watching advertisements to purchase premium content or support their favorite creators through crowdfunding campaigns.

Content creators can earn 5–7x the amount they would on other sites like YouTube. The lack of middlemen allows them to have more freedom over their distribution, direction, and viewer relationships.

5. Why RTB and what is your target audience?

The Smart TV market is growing fast, and it’s a space ripe with advertising opportunities, far morу attractive than web rates. There is huge opportunity to benefit from an area untouched by competing platforms, by being the first to incorporate a Programmatic Real-Time Bidding Advertising System for Smart TV.

DIVAN.TV 2.0 will target the 1 billion ethnic communities worldwide, that brands today can’t access due to inaccurate data targeting and fraud. Due to their geolocation, immigrants are often forced to pay for content on existing video streaming platforms in other languages and lack access to quality programming that aligns with their interests.

6. How will DIVAN fairly distribute revenue and help the viewers earn $10 per month for watching movies and TV?

DIVAN.TV 2.0 will be a freemium model for viewers, meaning that most content will be available to watch free of charge, with some premium content available at a fair price.

All transactions will be made within the platform using D1T. Brands pay to run advertising, and the revenue is split three ways:

  • 50% goes to the creator for their content
  • 30% goes to the viewers who watched the ad
  • 20% is dispersed to cover operating costs and support business growth of the platform

Then, users are free to use their passively-earned platform currency on premium content, subscriptions, or even to crowdfund their favorite projects.

The creation of the DIVAN.TV 2.0 Video Platform is the next evolutionary stage of OTT services development, as well as a logical progression for the global TV video industry. By creating the new standard in Smart TV market, we aim to become to OTT, what Google interactive ads were to video.

Andrew Kolodyuk is a serial entrepreneur & venture capitalist who started his career in 1994 in New York. Since then, he has founded & built over 10 companies, spanning the IT, telecom, internet & media industries — some of them with total revenues of over $1B USD annually.



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