Media merge, but audience fragments
Posted by Admin @ August 4th, 2007 in Video Advertising
As we all know, all media are merging: TV channels discover that content that was generated online could do well on a traditional channel as well. At the same time they transmit their content that was originally created for TV, online. Apparently it works both ways but lately, the focus lies on content that is created online.
Online video channels are popping up like mushrooms, WebProNews reports. Most of these channels just have an idea for an online channel and start it, trying to get as many viewers as they can, and then worry about getting advertisers. The order of doing things is very different from TV, where a show is created, advertisers are sought and then the show is broadcasted. If it flops, the show gets canceled and the disappointed advertisers paid for a good few shows that nobody watched.
But online, advertisers get to see which channels work best before they start a campaign on them. Online channels are often made out of user-generated or otherwise cheap content. This reduces costs immensely. The quality of the shows is obviously disputable, but when you make sure the audience actually rates the content, you will eventually have a channel that is clearly targeted on a certain group of people. This is what, for example, Funny or Die is trying to do, and we think it’s a good idea. At Funny or Die - and many other online community channels - the users vote for the videos they like. The popular ones will be broadcast permanently, the disliked ones will perish. The community will form itself, because of the voting system it has implied, and this will result in a community that is easy to target, yet still large enough if the channel is successful. Excellent conditions for targeted advertising, in short.
In the future, many interests will probably have their own channels. The online TV landscape could be completely shattered, and online advertising will follow the division. So, even though all media will merge into one big medium, the channels of this medium might very well be fragmented to the highest levels.
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fantastico.