Investment History & Future
CHANNEMALS LLC is a business involved in the combination of people's love for animals and the Internet's booming phenomenon of video and community networks.
Remember the first time you saw someone holding a new puppy, and felt the power of the bond between an innocent little creature and a fellow human being? Have you seen the fun and funny puppy videos on YouTube*, or in emails forwarded to you? That "infectious" enthusiasm is what CHANNEMALSSM is all about. We're a family of narrow-focus, high-interest video entertainment-and-information community networks for the Internet. This second-generation website is illustrating how we focus the power of other successful Web 2.0 affinity-group community businesses, such as YouTube, Facebook and Myspace, into consistently popular, but more narrowly defined, ad-efficient areas.
The business has attracted support from industry entities that have helped to enable the growth of Facebook, FOXNews.com, and animalplanet.com that are prepared to provide services.
The next step is to include many more of the CHANNEMALS capabilities, and draw upon audience wishes, to guide subsequent development.
Revenue streams: advertising, videos, licensed products, content for mobile devices, information, membership fees.
Potential: Iconoculture.com reports the US spends more than $40 Billion (B) annually on pets, for food and toys, as well as more upscale items (passports, car seats, weddings). eMarketer has projected that 2008 online advertising will grow 23% to $25.9B; that the fast-growing online video advertising market, which approximately doubled from 2006 to 2007, will grow to 18.5% of online ad spending, and more than $9B in four years; that the most popular content, watched by half of the US online video audience, are clips of 5 minutes or less; that nearly 80% of US Internet users (154 million [M] people) will watch online video at least once a month in 2008, and that this audience will increase to 190M in 2012. Nielsen//NetRatings reports that, as of December 2007, there were 215,935,529 US Internet users, which was 71.7% of the population.
A January 2, 2008, JPMorgan Chase report stated that the average advertising cost per thousand Internet ad viewers was $3.31 in 2007, and would rise to $3.86 in 2011. An AOL spokesman commented that better revenues will come to premium branded content and social networks as well as small and niche content sites that sell advertising through services such as FM Publishing and Google AdSense. Another Internet marketing information aggregator, compete.com, indicates that there were more than 450M Internet video viewings in the month of December 2007.
Immediate Future: Investment being sought currently will be allocated to improve the design, strengthen the content, build the audience of thepuppychannel.com, and to market the business consistently.
History: The FitzSimons Company was founded in 1973, operated successfully in media-oriented businesses, and began its investments in the entertainment industry with development of the CHANNEMALS in the late 1990s. The Company has funded more than $1,000,000 in market research, production of a TV pilot show that sells online as a DVD, trade show appearances, thepuppychannel.com, music and music rights, copyrights, Internet domains, marketing, advertising, publicity, and this website, along with other related expenditures. Current owner of this site, and its related businesses and property, is CHANNEMALS LLC.
Company investments have contributed to the establishment of relationships with major industry players, including Endavo Media & Communications, whose technology powers the uploading, playback, and other media-system-management functions of this site.
This site is intended to demonstrate the direction we will pursue with a next-step investment in a more elaborate, audience-directed Internet presentation and sustained marketing to target audiences. (See Advertising section)
More information about investment objectives, timetable and other detail is available to accredited investors by emailing Dan FitzSimons, fitz@thepuppychannel.com. Information on The FitzSimons Company's history may be seen online at www.fitzcompany.com.
* YouTube, Facebook, MySpace, FOXnews.com, and Animal Planet are names that are trademarks of the companies that own those entities. Those companies are not related to The Puppy Channel or CHANNEMALS LLC.
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