By David Farquhar
European Editor
We have been saying for a long time that in the mobile and Internet video world content is king. Just ask the people over at YouTube, who measure the most inane and unbelievably amateur videos in terms of millions of hits, and are starting to get the advertising dollars to support these user-generated feeds.
Unfortunately, if you look beyond the platinum tower and sky-high stock price that is Google (owners of YouTube) you quickly realize that not everyone can duplicate that model and make a buck by creating a video trough of content. Promising young companies have tried and failed to capitalize on the user-generated video craze (and we use that term because it is a fad that will eventually fade) because there is no sustainable interest in the rubbish that is presently passing for clever video content.
Sure, there is the occasional gem, but these examples are far outweighed by clips of snoring dogs, posed 'accidents' and other media mayhem. Also, advertisers have caught on to the attraction of YouTube and are using it to post bogus videos that are nothing ads for products and services. One of these purports to show a guy who flips out at a local coffee shop after 'accidentally' spilling coffee on his laptop computer. In reality, it is a viral pitch for a computer repair shop.
One recent company that tried and failed to go the YouTube route is ManiaTV, which launched in 2004 backed by some VC money and knowledgeable co-founders. The company developed thousands of channels for user-generated content - a good idea since communities are critical to the success of this evolving broadcast medium. But, the channels offered the same old and worn user-created programming available at any URL nook and cranny on the Web. Also, like YouTube, the sources and copyrights for the content was questionable - which raised red flags with advertisers.
As a result, ManiaTV decided to close down shop for a while and re-tool its broadcast model to focus exclusively on quality custom programming and productions - meaning they have pulled the plug on amateurs and are now soliciting professionally-produced content. In August, the company struck a deal with Baeble Media LLC to partner on producing a music content series - called Backstage Pass - that will spotlight New York City's underground music scene.
Will the new strategy work? Perhaps, although we have our doubts that ManiaTV and other smaller players can effectively take the production route and bankroll higher-quality content. By raising the bar, they will also be competing with those in traditional broadcasting, who are salivating at the thought of expanding their network reach and creating links to existing television programming. We do like the idea of the music programming channel, but suspect this is not enough to carry an Internet broadcasting company.
The alternative is for ManiaTV to become a production company and channel their content through existing and bigger channels on the Internet and in the mobile space. After all, wouldn't it make sense to channel reports on the NY music scene primarily to mobile devices - even those a big larger in format such as the Apple iPhone and Nokia Internet Tablet? Most likely, the consuming community for these broadcasts are out and about and would prefer top watch and share updates at a 4am rave in some funky warehouse venue.
We are all learning our lessons when it comes to content, now it is time to play it smart when it comes to viewing communities as well.
Unfortunately, if you look beyond the platinum tower and sky-high stock price that is Google (owners of YouTube) you quickly realize that not everyone can duplicate that model and make a buck by creating a video trough of content. Promising young companies have tried and failed to capitalize on the user-generated video craze (and we use that term because it is a fad that will eventually fade) because there is no sustainable interest in the rubbish that is presently passing for clever video content.
Sure, there is the occasional gem, but these examples are far outweighed by clips of snoring dogs, posed 'accidents' and other media mayhem. Also, advertisers have caught on to the attraction of YouTube and are using it to post bogus videos that are nothing ads for products and services. One of these purports to show a guy who flips out at a local coffee shop after 'accidentally' spilling coffee on his laptop computer. In reality, it is a viral pitch for a computer repair shop.
One recent company that tried and failed to go the YouTube route is ManiaTV, which launched in 2004 backed by some VC money and knowledgeable co-founders. The company developed thousands of channels for user-generated content - a good idea since communities are critical to the success of this evolving broadcast medium. But, the channels offered the same old and worn user-created programming available at any URL nook and cranny on the Web. Also, like YouTube, the sources and copyrights for the content was questionable - which raised red flags with advertisers.
As a result, ManiaTV decided to close down shop for a while and re-tool its broadcast model to focus exclusively on quality custom programming and productions - meaning they have pulled the plug on amateurs and are now soliciting professionally-produced content. In August, the company struck a deal with Baeble Media LLC to partner on producing a music content series - called Backstage Pass - that will spotlight New York City's underground music scene.
Will the new strategy work? Perhaps, although we have our doubts that ManiaTV and other smaller players can effectively take the production route and bankroll higher-quality content. By raising the bar, they will also be competing with those in traditional broadcasting, who are salivating at the thought of expanding their network reach and creating links to existing television programming. We do like the idea of the music programming channel, but suspect this is not enough to carry an Internet broadcasting company.
The alternative is for ManiaTV to become a production company and channel their content through existing and bigger channels on the Internet and in the mobile space. After all, wouldn't it make sense to channel reports on the NY music scene primarily to mobile devices - even those a big larger in format such as the Apple iPhone and Nokia Internet Tablet? Most likely, the consuming community for these broadcasts are out and about and would prefer top watch and share updates at a 4am rave in some funky warehouse venue.
We are all learning our lessons when it comes to content, now it is time to play it smart when it comes to viewing communities as well.
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