Three Missing Links In Making Internet Video Mainstream Entertainment

As the year ends, here are the three most important developments that can change the online video market as we know it:

1. Content Discovery – as new blood and creative people are getting into the online video market, users are overwhelmed by the amount of unknown content out there. Technologies today do not provide a good solution for that. This issue prevents new content creators to get to wider viewer circles. One interesting direction that was not fully explored in 2007 is to mix online video and commercial content in a single engine, discovery site or recommendation mechanism. Some are starting to do that, but there is still a long way to go before an application would offer me both "The Wire" and "35". Do it on my TV screen as part of my setup box and I am in love.

2. Cross Platform Content Delivery –  a long definition for a simple request – help people watch their online video on their TV screen. Most online creators are still providing video only productions, where users experience is the same on TV and their computer screen. The ones who would enable my mother to simply watch "Ask a Ninja" on her living room TV screen,  not only become a rich men – but also change the online video market as we know it. If you think this is last year news – please bear in mind that Apple TV is a flop, Microsoft Media Center is still used mainly by tech savvies , and online video is NOT main stream entertainment.

3. Top Talents Getting involved in Online Entertainmentand experimenting with new kinds of storytelling: yes, content is king, but only amazing content will gain traction in the mess of UGC, mid tail and pirated commercial grade videos. Though I’d love to see a direct to Internet video production by Simon David, I’d be thrilled to see an online ARG by Rodriguez, or a new kind of high end drama that gives the viewer added value by seeing it online.

Jeff Pulver’s predictions can be found here.

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4 Responses to “Three Missing Links In Making Internet Video Mainstream Entertainment”

  1. 1 Jon Burg December 26, 2007 at 6:57 pm

    Do you think it’s a coincidence that these three areas happen to be places where traditional networks excel? Could it be that we’re really waiting for the powerhouse players to get involved in a serious way?

    On that note, I’ll be visiting Israel in the spring. If any tech leaders would like to meet and discuss future opportunities with Digitas, please be in touch.

  2. 2 Kfir Pravda December 26, 2007 at 7:11 pm

    Jon, thanks for your comment.
    Your question is intriguing. I think that first two points are important in any media or content platform. A library has a strong content management – the Internet is just the same isn’t it?
    Re the third point – I believe that it will accelerate adoption rate of mainstream audience as household names would “green wash” this market. There will be new talents that will come from this new market directly – but it will just take more time. The key is to find the story telling method that will provide added value to viewers on top of regular TV – and this is still missing.

  3. 3 Michael Hoffman January 2, 2008 at 6:11 am

    The other missing link that I see is advertising standards. Only when there are online video advertising standards like we have in other mediums will we see much bigger dollars flow to the web video.

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