Marketing Gold Could Be Found in Web Video
You don’t need a pan and a stream in California to join the next gold rush. A video camera, computer and high-speed World Wide Web connection will do.
A huge array of professional and semiprofessional producers are starting to use those tools to create ad-friendly entertainment and news videos expressly for the Web. The goal is to dramatically change people’s video-viewing habits — and cash in on a potentially huge business opportunity.
“It’s like the early days of cable,” says former Viacom executive Herb Scannell, now CEO of Net video investment and support firm Next New Networks. “We’re inventing new business models, new talent and new programming models.”
World Wide Web users already can find countless fresh choices in the middle ground amidst reruns of slick network TV programming, such as the shows on Hulu.com, and amateur clips such as the kind popularized by YouTube.
Popular genres for original Web productions include dramatic series (Lonelygirl15 and Prom Queen), topical comedy (BarelyPolitical.com,
Producers have dominant incentive to experiment the market: Ad spending for Web videos will rise 455 percent by 2011 to $4.3 billion, says research firm eMarketer.
“It’s growing faster than any other advertising category,” says George Kliavkoff, NBC Universal’s chief digital officer. “There’s just a sea change.” That’s one reason his company and other major TV network owners are starting to dip their toes into original Web production. by the past few weeks:
*Disney formed its first Web-only production house, Stage 9, which forged a deal with Toyota to sponsor its first made-for-Web series, the sitcom Squeegees.
Disney’s ESPN plus said it will dramatically step up its Internet-only sports programming.
*NBC created its first network for original online video. Visitors can get an in-depth look at new cars…
Orginal post by Top Tech News
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