Why The Long Tail of video is about to get longer
Broadband Directions:
New forces are at work which hold the potential to flood the market with a torrent of new video content. This would dramatically lengthen the long tail of video programming, as it would be defined today. In addition, consumers will also have new ways to find, share and consume this video.
While these disruptive influences are well-known, their effects are not yet fully understood. Broadband and IP have opened up a new path to deliver quality video directly to the end-consumer; wireless connectivity and new devices are redefining how and where video is consumed; production costs to create high-quality digital programming are low and getting lower; video search engines from Google, Yahoo and Blinkx, which extend existing internet usage behaviors, are becoming more sophisticated and widely adopted; and most importantly, traditional television advertisers are increasingly shifting their mindsets (and their bucks) from big brand-building campaigns to surgical, ROI-based online tactics prompted by consumers' heightened disdain for commercial interruptions.
Examples of non-traditional publishers who are enticed by the potential of direct-to-consumer video opportunities abound. Recently I've seen video product demos on CNET and print reporters doing video news and features on USAToday.com and NYTimes.com. TheKnot.com is planning bridal related programming on its site. Last holiday season, I watched Amazon's short films. Meanwhile, a resurgent AOL.com is preparing a fall relaunch of its site with a video-centric strategy. Plenty of more announcements are on the way.
Mar 22, 2005 | E-MAIL | SAVE | PRINT | PERMALINK | DISCUSS(0)
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