Internet Evolution – from text to pictures to video

Just followed a twitter thread from a mate which took me to a guys blog.

It had a nice little article on online video figures and usage.

Cool little post.

But as more video is posted online, more will be consumed, just like chocolate after the Spanish aristocracy finally let there secret out.

So where does that leave us?


Here is my take on the natural flow of things, this assumption is leaving out data transfer and ecommerce for now.

Now, feel free to research the dates and the like and post them, so for now, these are broad assumptions right now.

  1. The web started as a text based medium.
  2. Things heated up when we could view static pictures and text.
  3. Next came V1.0 of rich media, GIFs and the like, nice.
  4. We then get rich media V2.0 in the form of interactive flash animations and the like and video. Although video is limited via bandwidth, server capacity, quality content and online rights hold ups from old media, it is not quite ubiquitous and working like magic.

Where we are now.

Old media is finally catching up on the game and trying to get content online, some player are still locked into long terms content deals with some providers which I am sure they would want to break.

And in general the market is still trying to work out how to monetize their online content.

This leave opportunity for semi pros and corporations first to market advantage an engage the public with timely, entertaining, valued content.

Plus you get full metrics who watched when when, where they came from and how long which does not exist in TV land.

Create your content in house, control your cost (no need to use $100K cameras for $10K you are set up), control your message, get it out ASAP, no waiting or booking, keep it fresh. All key points for a solid strategy.

Will they bridge this gap in the global credit crisis? I think not with all the pressure companies will have to tweak there P&L columns and watch capex, also the long term senior management who hold the purse strings need some more convincing.

There are many cost synergies there.

The Future.

Of course, video is going to be the most common online communication tool.

The human organism evolved the react to visual information, in particular, our eyes and brains are programmed to respond to movement.

Video coms will become the bench mark when text and still imagery is now.

I think it is a good time to start to explore the posibilites open to you.

It is cheap and easy, and not more smokes and mirrors.

In the old, TV word, the executives would swan in and hypnotize you with the old “We are the number rating station, hand over a big wad of cash and we will get you in front of 7 million people”.

Smokes and mirrors, there is not too much to it, trust me.

Fancy studios, various rigs and contraptions, sounds books, expensive looking edit suites, fancy furniture, pictures, coolish looking staff hanging around. and the like.

The guys that operate and work in those places won’t tell you that they learnt at home and still do a bunch on broadcast quality work on their home PC in the form of ‘on the side jobs’.

That system is expensive, one camera costs over $150K, so of course they have to charge for it, capex and opex heavy organisations which are becoming unprofitable in the face of the paradigm shift to online.

There may still be small window for LARGE TV event style gigs, this too is limited until the next round of young guys (NERDS) come through on the latest cheapest gear who can create a better looking product, faster and at a better price on home build PC from the computer fair on $6K cameras.

Think of the Google start up story where they build their own systems instead of buy the VERY expensive enterprise equipment.

It’s called EVOLUTION, survival of the fittest.

It was interesting to read press this week on James Packers savvy business move in distancing himself further from PBL media.

Online, plan properly, execute with clarity, deliver a relevant timely solution on budget and on time, pass over the metrics and tracking information to the team for comprehensive reporting.

Clearly track costs against outlay.

Plus for half the cost of the old media campaign, you can own all of the broadcast standard HD camera and editing gear yourself, spend $50 on a good book and a few AFTRs course and you will be kicking bottom.

You will need to do a couple bandwidth calculations as video can chew the data, but in time the infrastructure will be upgraded and plans will change as the herd & market dictates.

NB: this does not go for companies with monopoly telco power plays, true market forces and competition will need to exist.

Plus, online right now, you can make a few mistakes while you get you sea legs as online is still a bit news room in nature, you won’t get crucified.

Summing up

Now is the time to go guerrilla and dip the toe in the water.

Get in just before the wave hits so you, your team and your strategy are ready, practice makes perfect.

Don’t believe the glitzy snake oil salesmen who promises the world, ask questions, drill down and seek to understand.

You got nothing to lose, if it’s good enough for Google…


~ by jamie andrei on October 29, 2008.

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