On-demand video network set for August 1 launch
PHOTO | CONTRIBUTED
Framework founder Mark Lassoff.
New Haven-based Framework (FrameworkTV.com) will launch its new television network tomorrow (August 1). Framework is a new, “post-cable” technology television network aimed at helping users learn web design and create new apps.
The Subscription Video on Demand (SVOD) network is available through most “smart” TVs (such as Vizio), streaming internet devices such as Roku and video libraries like Amazon Prime Video.
Subscribers will be able to view Framework content for free. New programming will be released daily during the 12-week inaugural season.
Framework is a project of New Haven-based LearnToProgram LLC, which provided funding for the startup video network. Company CEO Mark Lassoff describes the venture as an “intrapreneurial venture.”
“I am a big believer in bootstrapping companies and keeping the cap table clean,” he said.
Shareholders include Lassoff, members of a company board of advisors and the founding cast and staff. In addition, “We're already converting 5.8 percent of our members to paid memberships before we even launch,” said Lassoff. “By focusing on a subscription model, we're hoping to see strong monthly recurring revenue growth immediately upon launch.”
Four new shows will be launched in the first season of Framework with additional shows to be added in early 2019, according to Lassoff.
The network’s flagship show is “FrameworkTV,” hosted by Lou Rinaldi of NewHaven.io, an Elm City-based technology networking and support group. “FrameworkTV” will provide programming about the world of web and mobile software development.
The program “Grid:Digital,” hosted by Kernah Fequiere, will cover the world of digital design. Musician Jessy Griz will host “localHost,” which will visit the offices of tech companies and create video tours to be broadcast weekly.
And network founder Lassoff himself will host “Build,” which will guide viewers through creating a digital application each week. Initial episodes of “Build” will feature creating a digital MP3 player and a restaurant locator mobile app.
The financial model for Framework is subscriber-based.“We've made the decision not to take advertising,” Lassoff said. “The CPMs [costs per thousand, a measure of advertising efficiency] within the digital television space are still low, and we can provide more value for our subscribers without interrupting their experience with irrelevant ads.”
“Success is simply a matter of numbers,” Lassoff explained. To break even, Framework must attract 6,500 paid monthly subscribers within the first 12 months of operation. After 24 months, Lassoff’s goal is 25,000 paid subscribers.
“Our strategy of ubiquity in subscription video channels will help us get there,” Lassoff added.
Reach Michael C. Bingham at mbingham@newhavenbiz.com
Most Recent
Most Recent
0 Comments