Real Vision is entering the crowded business and financial new space with a bang. The company, which recently raised a $10 million Series B after a $5 million A round, is working on a number of new initiatives including distribution on Apple TV, a content distribution partnership with Thomson Reuters and an upcoming documentary on PBS.
The documentary, “A World on the Brink,” will focus on threats to the global economy. The team is aiming at viewers ages 36-45 instead of the older Boomers who prefer cable financial news far.
“Unlike most video-based media businesses where short-form video is deemed to have the highest user engagement, Real Vision have found that almost 70% of their customers who start a half, or an hour-long, video will watch all of it. This engagement in long-form content is breaking boundaries within the industry,” said co-founder and CEO Raoul Pal. “Sensationalism and clickbait is at an all-time high. Traditional financial news has continued to degenerate into attention-seeking sound bites that are at best of little value and at worst, downright dangerous.”
Pal worked at Goldman Sachs before moving into media.
“I lamented on the state of financial media – how it had let the ordinary person down repeatedly in 2000 and 2008 and was busy treating finance as entertainment and not taking into account that this was people’s life savings they were dealing with. I also noted how far financial programming had become versus the fast-changing world of on line video. Viewing habits and content types were changing but the financial TV incumbents hadn’t changed,” he said “I decided that it was time for someone to disrupt the way in which television worked – particularly with regard to financial and business information.”
The team will use the cash to create programming aimed at “those who want to create new business opportunities and startups, manage new enterprises and leverage new technology.” The videos can run as long as 90 minutes but usually hit the five to thirty-minute mark. They are also distributing their content to Thomson Reuters. It uses a subscription-based model and costs $180 annually.
The team met at a bar in Jesus Pobre, Spain. Pal and his co-founder Damian Horner found each other during their travels and had drinks at a place called Rosita’s where Horner, a former ad exec, learned of Pal’s experience in finance and they both mapped out a new type of online news channel with some real energy. Thus was born a model that mixes on-demand with high-impact news, something that few cable stations can manage.
“Almost all traditional media outlets rely on an ever-dwindling advertising revenue model. Real Vision is subscription-based and built that way from the ground up,” said Pal. “Most media business are still trying to figure out a subscription model to diversify away from advertising. In a highly competitive digital world, the pressure ‘to get clicks’ has a massive impact on the tone, direction and quality of the editorial content itself. Real Vision’s subscriber model means there is no need to sensationalize, no dumbing down of ideas, no incessant ‘breaking news’ headlines, no clickbait soundbites and no cutting things short for commercial breaks.”