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January 12 2010

bagosta
17:22

The State of Online Video: Getting Paid for Content. via TechCrunch

I'm itching to make a full-time gig out of producing online video, and here's an article offering some advice. I've culled out the most slient tips for me below:

=================

Of course, getting paid for content is ideal. But consumers will never pay for it online, so find other media companies who will.  To be able to become a supplier of content to other media companies and maintain the Field of Dreams philosophy, producers need to balance:
 
a) quantity
b) quality
c) frequency
d) consistency
e) timeliness
f) variety

Fiction vs. Non Fiction

Even non-fiction video content needs to be demonstrative (vs. descriptive). Meanwhile, chasing hits with fiction remains too speculative; the risk/reward benefit makes it prohibitive online. Producers who understand this will have an edge over time as budgets shift to video.

...

The branded content hype

Branded content holds much promise. But it might be myopic to think that audiences will remain engaged with marketing videos disguised as entertainment. Advertorials in print media have long been a part of the magazine experience, but audiences have learned to bypass them.

Over time, the content itself filters audiences for advertisers. Advertising cannot fully replace or become the content outright. But producers who tastefully weave commerce into content will win.

Ultimately, the Field of Dreams approach might be more realistic: create content that you are passionate about and people want to watch, build an audience and then monetize it. We all want advertisers to pay for content before it’s green lit, but that doesn’t mean it will happen.

... 

sometimes, you really have to go against the institutional imperative and find your own path in order to survive.

Don't be the product, buy the product!

Schweinderl