Comments on: The Striking Writers and the Striking Lack of Web Hits http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/ Wed, 25 Nov 2009 02:28:51 +0000 http://wordpress.org/?v=2.8.4 hourly 1 By: Mike Hudack http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2178 Mike Hudack Thu, 27 Dec 2007 20:27:11 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2178 Kara, To be honest with you, I had exactly the same feeling when reading that article and the others like it. You put your finger on the reality of the situation: Web video advertising is in a very early stage (you say pre-fetal, I'd say fetal) and the industry as a whole is still gestating. It'll be a while before the Web will be able to support the kind of budgets that TV writers have been accustomed to. If you believe Chris Anderson's way-overplayed Long Tail it may never support those kinds of budgets because hits will become ever smaller and harder to predict as audiences fragment. The folks who are doing well with Web video right now are the ones who are approaching it like a real Web 2.0 start-up would: they're spending very little money and experimenting, rapidly throwing away those things that don't work and slowly building on those things that do. The networks and these VC-funded production shops want to spend $50,000 per episode. The independents out there are spending $50 per episode -- and their content looks pretty damn good. Web video is like any new frontier. Some portion of the folks involved over-spend and expect instant returns. Some portion bootstrap and grow *with* the market instead of trying to grow the market all by themselves. As with any new frontier the folks who rush in and over-spend will be shaken out. Those who take a slow, steady and thoughtful approach (read: don't spend too much money too fast) will ultimately reap the rewards. Yours, Mike Hudack Co-founder & CEO, blip.tv Kara,

To be honest with you, I had exactly the same feeling when reading that article and the others like it. You put your finger on the reality of the situation: Web video advertising is in a very early stage (you say pre-fetal, I’d say fetal) and the industry as a whole is still gestating.

It’ll be a while before the Web will be able to support the kind of budgets that TV writers have been accustomed to. If you believe Chris Anderson’s way-overplayed Long Tail it may never support those kinds of budgets because hits will become ever smaller and harder to predict as audiences fragment.

The folks who are doing well with Web video right now are the ones who are approaching it like a real Web 2.0 start-up would: they’re spending very little money and experimenting, rapidly throwing away those things that don’t work and slowly building on those things that do. The networks and these VC-funded production shops want to spend $50,000 per episode. The independents out there are spending $50 per episode — and their content looks pretty damn good.

Web video is like any new frontier. Some portion of the folks involved over-spend and expect instant returns. Some portion bootstrap and grow *with* the market instead of trying to grow the market all by themselves. As with any new frontier the folks who rush in and over-spend will be shaken out. Those who take a slow, steady and thoughtful approach (read: don’t spend too much money too fast) will ultimately reap the rewards.

Yours,

Mike Hudack
Co-founder & CEO, blip.tv

]]> By: Kara Swisher http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2168 Kara Swisher Wed, 26 Dec 2007 23:40:47 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2168 Dave: I will be in touch! Dave:

I will be in touch!

]]> By: Dave Liu dot com / musings from the edge » Articles of the Day http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2147 Dave Liu dot com / musings from the edge » Articles of the Day Sat, 22 Dec 2007 02:51:08 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2147 [...] Should Striking Writers Get Involved in the Web? - According to a recent Los Angeles Times piece, writers in Hollywood are trying to sidestep the need for Big Media’s marketing and distribution power by creating Web media ventures with Silicon Valley venture capitalists. Bad move, at least right now, because precious few pieces of original content on the Web make any money.         [...] [...] Should Striking Writers Get Involved in the Web? – According to a recent Los Angeles Times piece, writers in Hollywood are trying to sidestep the need for Big Media’s marketing and distribution power by creating Web media ventures with Silicon Valley venture capitalists. Bad move, at least right now, because precious few pieces of original content on the Web make any money.         [...]

]]> By: David Brayton http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2136 David Brayton Thu, 20 Dec 2007 17:21:19 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2136 Actually Rick, every company you suggested are doing nothing really new in ad serving. Our tech doesn't even use a player such as Flash or WMV which are actually old tech as of now. Ours broadcasts or NetCasts directly to the http with no player...at a bandwidth burn rate of 1/5th to 1/10th of all "players". Additionally, it can adserve real spots of any length pre, mid and post on the fly based on myriad geo and demo actualizations. There is nothing that exists like this until now. Actually Rick, every company you suggested are doing nothing really new in ad serving. Our tech doesn’t even use a player such as Flash or WMV which are actually old tech as of now. Ours broadcasts or NetCasts directly to the http with no player…at a bandwidth burn rate of 1/5th to 1/10th of all “players”. Additionally, it can adserve real spots of any length pre, mid and post on the fly based on myriad geo and demo actualizations. There is nothing that exists like this until now.

]]> By: David Brayton http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2135 David Brayton Thu, 20 Dec 2007 17:06:57 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2135 A HA! OK it does exist and we have 8 patents so far regarding our systems called "PanOpsis NetCast Systems Technology". It does all of the above and more in HD. Kara if you are interested in seeing the beta site please let me know. I am interesting in your take accordingly since we are still "under the radar" A HA! OK it does exist and we have 8 patents so far regarding our systems called “PanOpsis NetCast Systems Technology”. It does all of the above and more in HD. Kara if you are interested in seeing the beta site please let me know. I am interesting in your take accordingly since we are still “under the radar”

]]> By: Kara Swisher http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2128 Kara Swisher Thu, 20 Dec 2007 07:54:26 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2128 Alex: Unfortunately, a lot of this info is dispersed and unreliable. Alex:

Unfortunately, a lot of this info is dispersed and unreliable.

]]> By: Alex Michaels http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2125 Alex Michaels Thu, 20 Dec 2007 02:50:07 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2125 I'm on Youtube and I saw these two girls who lipsynch a song names Hey! They have 18 million views. Sad to say, no income, but some press. The revenue coming from sponsorship of web programs has to be weighed against the cost of producing those programs and the cost of hosting. I am exploring this avenue for my company, yet it is hard to find exact figures on how much these on-line productions actually generates from businesses. Does anyone have any way to find out how much money businesses are sinking into online productions? I’m on Youtube and I saw these two girls who lipsynch a song names Hey! They have 18 million views. Sad to say, no income, but some press.

The revenue coming from sponsorship of web programs has to be weighed against the cost of producing those programs and the cost of hosting. I am exploring this avenue for my company, yet it is hard to find exact figures on how much these on-line productions actually generates from businesses.

Does anyone have any way to find out how much money businesses are sinking into online productions?

]]> By: Kara Swisher http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2123 Kara Swisher Thu, 20 Dec 2007 02:37:08 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2123 Rick: I was talking about content being made by Hollywood. Sorry for the mix-up. Rick:

I was talking about content being made by Hollywood. Sorry for the mix-up.

]]> By: Rick Reisdorf http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2117 Rick Reisdorf Wed, 19 Dec 2007 21:59:39 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2117 What if?... Aren't companies like VideoEgg, Panache, and ScanScout doing this? What if?…

Aren’t companies like VideoEgg, Panache, and ScanScout doing this?

]]> By: Kara Swisher http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2113 Kara Swisher Wed, 19 Dec 2007 20:03:58 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2113 Tom: Thanks for your thoughtful comment. It is too bad writers will not be getting Facebook valuations, but the bubble does not seem to reach to L.A. Thus, patience! Tom:

Thanks for your thoughtful comment. It is too bad writers will not be getting Facebook valuations, but the bubble does not seem to reach to L.A. Thus, patience!

]]> By: Tom Leonard http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2112 Tom Leonard Wed, 19 Dec 2007 19:13:28 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2112 Apart from being a bit more optimistic about the potential for mixing Hollywood and Silicon Valley, I think you have brought up some valid points. And it is interesting to get the point of view from the tech side of things. In particular, the capacity of the content creators to have the patience needed to wait out the development of the advertising and other monetization models will be important to make this “marriage” being successful. Right now it is pretty hard to convince the striking writers that they can make the next mortgage payment if they just put something on the web, and for good reason. We have been trying that approach with www.yournew.tv. Almost every writer we have talked with is interested in putting content online, but once we explain that the revenue won’t show up right away, it is a much tougher sell to get them to create videos for us to use. The bigger deals you mention are going be critical in bringing the advertisers to take online video seriously. Once they have a platform for trafficking their ads, things will start moving. Moving advertisers into the mobile world is even further down the line. So you are right, the creators need patience. Apart from being a bit more optimistic about the potential for mixing Hollywood and Silicon Valley, I think you have brought up some valid points. And it is interesting to get the point of view from the tech side of things.

In particular, the capacity of the content creators to have the patience needed to wait out the development of the advertising and other monetization models will be important to make this “marriage” being successful. Right now it is pretty hard to convince the striking writers that they can make the next mortgage payment if they just put something on the web, and for good reason. We have been trying that approach with http://www.yournew.tv. Almost every writer we have talked with is interested in putting content online, but once we explain that the revenue won’t show up right away, it is a much tougher sell to get them to create videos for us to use.

The bigger deals you mention are going be critical in bringing the advertisers to take online video seriously. Once they have a platform for trafficking their ads, things will start moving. Moving advertisers into the mobile world is even further down the line. So you are right, the creators need patience.

]]> By: Kara Swisher http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2109 Kara Swisher Wed, 19 Dec 2007 19:04:58 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2109 Dave: What if? I say: Do it! Dave:

What if? I say: Do it!

]]> By: Kara Swisher http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2108 Kara Swisher Wed, 19 Dec 2007 19:04:17 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2108 Jeff, I will look. I assume you will let me see all the relevant revenue and costs information too! Jeff,

I will look. I assume you will let me see all the relevant revenue and costs information too!

]]> By: David Brayton http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2107 David Brayton Wed, 19 Dec 2007 18:04:11 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2107 What if: There is a technology that actually broadcasts to a webpage without the ability to steal the content? and that it can adserve exactly like broadcast television pre, mid and post roll on the fly? and it can quantify every viewing globally by IP? and can demographically choose what spots get to what demos? In an inexpensive delivery mechanism? Monetizing the content quicker for ROI. What if? What if:
There is a technology that actually broadcasts to a webpage without the ability to steal the content? and that it can adserve exactly like broadcast television pre, mid and post roll on the fly? and it can quantify every viewing globally by IP? and can demographically choose what spots get to what demos?
In an inexpensive delivery mechanism?
Monetizing the content quicker for ROI. What if?

]]> By: Jeff Skaggs http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2106 Jeff Skaggs Wed, 19 Dec 2007 16:59:27 +0000 http://kara.allthingsd.com/20071219/the-striking-writers-and-the-striking-lack-of-web-hits/#comment-2106 Hi Kara, If you had done more research beyond the portals, you would have found that Broadband Enterprises has already produced and delivered 3 broadband video hits to date. The first, Cube Fabulous, was viewed over 200 million times by a unique audience of over 30 million and distributed to over 500 sites within the Broadband Enterprises video network. This show featured brand integrations by Honda, AOL, Monster, and Staples. Broadband Enterprises is currently distributing "The Fantastic Two" - a fantasy football mockumentary - which features brand integrations by Honda and McDonald's. Furthermore, BBE's newest show "Hollywood Fast Track" (produced in conjunction with Paramount) is being supported by Proctor & Gamble and Milk. www.fantastic-two.com www.hollywood-fasttrack.com Through the power of syndication, Broadband Enterprises is in a unique position to actually provide SCALE and a profitable business model with advertiser-supported online video programming. In 2008, these productions will only get bigger and better. Please take a moment to visit www.broadbandenterprises.com to find out more information. Thanks. Hi Kara,

If you had done more research beyond the portals, you would have found that Broadband Enterprises has already produced and delivered 3 broadband video hits to date.

The first, Cube Fabulous, was viewed over 200 million times by a unique audience of over 30 million and distributed to over 500 sites within the Broadband Enterprises video network. This show featured brand integrations by Honda, AOL, Monster, and Staples.

Broadband Enterprises is currently distributing “The Fantastic Two” – a fantasy football mockumentary – which features brand integrations by Honda and McDonald’s. Furthermore, BBE’s newest show “Hollywood Fast Track” (produced in conjunction with Paramount) is being supported by Proctor & Gamble and Milk.

http://www.fantastic-two.com
http://www.hollywood-fasttrack.com

Through the power of syndication, Broadband Enterprises is in a unique position to actually provide SCALE and a profitable business model with advertiser-supported online video programming.

In 2008, these productions will only get bigger and better.

Please take a moment to visit http://www.broadbandenterprises.com to find out more information.

Thanks.

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