Posts Tagged ‘distribution’

Web-Studio Strategy

Thursday, 13 November 2008

The price of entry for video online is to create good quality content from the start.  Finding an audience and a fan base is critical.

The stragegy of web studios such as Agility deserves discussion.

I’m not sure what conflicts Agility sees with content and distribution by hosting their own video portal.

Of course they want to distribute their content as widely as possible, but to rely on each video platform for your success seems a little short sighted.  That’s what most video producers do today.  They hope youtube, or blip or joost or whatever will invest in them by giving them;

a) preferential placement on the home page, or

b) marketing of their show on the platform site.

Unfortunately placing your bets on hope isn’t a strategy.

When thinking about your web or micro-studio strategy, I’d ask the following;

  • Why not create a video portal for your video? To innovate new video and interactive media.
  • Why not create a portal to take ownership of your revenue stream? To innovate new advertising media.
  • Why not create multiple video portals for your video? If each show isn’t related, then why host it all on one site like 60frames and others do. Nextnewnetworks does this well.
  • Why not aggregate similar and relevant video from other [web] studios on the portals? Yes, aggregate your competition on your own site. It’s happening already on youtube and hulu, why not take control of it and provide a richer and deeper experience for the fans.
  • Why not provide a portal to aggregate your viewing community?  All your fans are spread across multiple viewing platforms.  Bring them together in a single place, so they can have a meaningful interactions with one another.  Give your fan base the opportunity to explore more relevant content offered by you and your competition.

You need not present this as a traditional portal, it’s really a mechanism that could even be a widget.

The essence is that a portal to relevant video is a way to aggregate demand (for you and others) and give people an opportunity to discover new video while at the same time helping you and your competition to maximise their fan base engagement and to support the industry with new advertising models.

Scott Kirsner hits it on the head

Wednesday, 22 October 2008

Spot On

TV online, is not about repackagaing what we have already done with broadcast TV.

Online is a completely different environment.

The options for creativity are different.

The options for distribution and interaction are different.

The economics are completely different.

It’s cheaper and free to distribute.  Anyone can join the party.  There’s no hollywood hierarchy to work your way up.  With an audience, you can become the hottest producer, cinematographer, director or actor without spending years sucking up to the people with the money for production and marketing.

As Scott says, it is a really exciting time creatively.  But also cutulrally and socially.  You don’t need to deliver big hits to a have a viable long term career.  As Kevin Kelley would say, all you need is 1000 true fans.


Thursday, 6 March 2008

Like many others in the world of oldteevee, even Jordan Levin of Generate thinks this is all about distribution and monetization. It isn’t. It’s about delivering an interactive experience and creating a true community of fans.

The internet is not an inert platform. A web site isn’t a dumb end point of distribution. Existing Pay TV and advertising models are defunct. Well, you can try and re-create them or put a new spin on them, but your days are numbered.

As for Talent becoming the scarce resource, I’m not sure on Jordan’s logic.

If you think about, talent was scarce before. It was dumbed down. It was pushed into a hierarchy that was dominated by studios and the blockbuster. The celebrities share the lions share of the wealth. The rest work in restaurants to make a living, a generalisation I know.

Generate is a new micro-studio. With more freedom they can create more niche content. They will have more flexibility to bring new talent forward, which is great

However, with zero-cost distribution and low cost of production, talent is everywhere. Controlling their own destiny. Talent is relatively more abundant than it was before, not more scarce.

Which means, the $6MM Generate raised, will not go very far. Why?

With an explosion of talent, and the tools to create and distribute, you have an explosion of content. Generate isn’t competing against the major studios to gain fans of edgy, new content. It’s competing against hundreds, thousands or actually millions of other people and groups out there.

How does Generate produce a clear signal in the noise? How do they make sure the 6 big ones creates enough success, big enough to reinvest and guarantee the continuation of the business? Too many poor performing works and they are over.