\nThere’s no reason to believe that video producers’ experience will be
\nany different. Like it or not, the web simply isn’t very kind to
\npublishers, packagers and distributors. It rewards enablers. Search is
\nan enabling technology–perhaps the ultimate enabling technology. And
\nas Google shareholders can tell you, it’s been rewarded. The challenge
\nfor publishers is not to figure out how to force the web to reward
\nthem. It’s to figure out how to capture the value created by enabling
\ntechnology.<\/span>
\n<\/span>
\nIn that sense, Cuban is right. It may not make sense for the networks
\nsimply to make their schedules available for free on the Internet. That
\ndoesn’t really create any new value; it mostly just drains value from
\nlinear platforms.<\/span>
\n<\/span>
\nWhat the networks need is to figure out how to capture the value
\ncreated by enabling consumers to access, select, aggregate, transform,
\nembed and share content–in a word, to use<\/i> it. Anything else is just TV with buffering.<\/span><\/font>
<\/span><\/p><\/blockquote>\n
\n<\/span>For scripted TV entertainment, well, I’m not sure what the survival strategy is yet. I do know that there is not much love in the ad world for a CPM rate hike for online video that would bridge that 88% gap. There’s just too much other product out there screaming for attention … not to mention the fact that the scripted TV content (and movie content, for that matter) is a melting sandcastle to the surging broadband tide. Trying to make back a $160 million budget from some exotic cocktail of online subscription, advertising and branded sponsorship … well, let’s just say that I’m glad I’m not writing the checks on that <\/b><\/i>one. I don’t know how you can possibly monetize the budgets that Hollywood is used to. <\/p>\nAnd folks, we know – dammit, we know all too well – how the media megalopalies react to revenue reductions. For a time, they throw money at the problem. And then come the cutbacks. “We have to do more with less.” <\/p>\n
\nIt comes down to our old friends, supply and demand. If there is
\ndemand for the kind of spectacle that you get in Iron Man or Raiders 4,
\nor whatever, there will be someone out there that will supply it …
\nbut at the price point that the people on the demand side set. <\/p>\n
Kiss those expense-account lunches at The Ivy goodbye. All the little perks that pampered writers, directors, producers and stars have gotten used to over the years. There is going to be a lot of screaming and whining hereabouts in the next decade or so. <\/p>\n
I think that my clients over in newspapers have actually got a significant advantage in this arena. The future of video is going to be like the future of news: disaggregated and hyperlocal. Papers can do this. Papers ARE doing this. <\/p>\n
I can’t figure out how to take a 2 1\/2 hour piece of video – hell, video of any length, from a blipvert to the entire back catalog of the Museum of Radio and TV – and make it pay off a $320 million opening weekend return. <\/p>\n
But I can teach you how to monetize short clips shot by reporters that go along with local news stories. That’s do-able.
One last thing: in the comments was this gem, sure to be included in my next series of trainings for newspapers migrating to video on the web: <\/p>\n
I’ve never seen ABC.com and the rest put an RSS, Email, or text message subscribe\/alert button on their video pages. Instead they want us all to *remember* show schedules, come back, and sit through ads. They’re blowing a huge chance to have a relationship with the audience. The sad truth is that TV networks don’t want a relationship. They want us all to sit around the glowing box together on *their* schedule as if it were 1966.<\/font><\/p><\/blockquote>\n<\/p>\n","protected":false},"excerpt":{"rendered":"
Can you say “Doomed”? Apparently, a report called “And Now for the News,” written by Craig Moffett of Bernstein Research, came out this week, and it’s got both Mark Cuban, owner of the Dallas Mavericks, and, not coincidentally, HDNet, and the pundits at Digital Media Wire all atwitter over the stark economic realities. Cuban made […]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","wds_primary_category":0,"footnotes":""},"categories":[3,107,117,24],"tags":[363,374,847,872,351,873,352,857,370],"class_list":["post-815","post","type-post","status-publish","format-standard","hentry","category-journalism","category-music","category-newspaper-crisis","category-television","tag-current-affairs","tag-film","tag-journalism","tag-music","tag-new-media-strategery","tag-newspaper-crisis","tag-online-multimedia","tag-television","tag-webtech"],"_links":{"self":[{"href":"https:\/\/www.artesianmedia.com\/blog\/wp-json\/wp\/v2\/posts\/815","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artesianmedia.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artesianmedia.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artesianmedia.com\/blog\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artesianmedia.com\/blog\/wp-json\/wp\/v2\/comments?post=815"}],"version-history":[{"count":0,"href":"https:\/\/www.artesianmedia.com\/blog\/wp-json\/wp\/v2\/posts\/815\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.artesianmedia.com\/blog\/wp-json\/wp\/v2\/media?parent=815"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artesianmedia.com\/blog\/wp-json\/wp\/v2\/categories?post=815"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artesianmedia.com\/blog\/wp-json\/wp\/v2\/tags?post=815"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}