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MillimeterGeneration D
Jun 1, 2008 12:00 PM, By Cynthia Wisehart
In the mainstream media, “Generation D” invokes the digital generation in a world where nearly everything in media is digital from camera to screen. But for video professionals, that's the old news. Our take on Generation D — which we pursue this month — is D for Distribution. Revolutionary changes in the technology and culture of distribution are rocking the business of content creation at every level.
Granted, without the first digital revolution — inexpensive content creation tools — barriers to entry would blunt the impact of what's going on in media consumption and distribution. Now, the second shoe is dropping at a far faster rate than the first did, fueled by the mutual empowerment of creator and consumer.
But let's not get too excited about empowerment. That's a glib mainstream-media take on our industry. Yeah, video's growing — it's exploding, even. Agreed, consumers are getting the choice and control they want, which in theory means more opportunity for niche producers. Video is replacing signage, training, manuals, and marketing — and it's becoming an interactive medium that blurs the line between creator and consumer. All true, but these easily spotted trends come with a lot of complex strategic and tactical challenges that hit you on an everyday basis.
That's why in this issue we didn't just look broadstroke at the general trend to multiplatform and niche media. We, for example, considered the unfortunate state of Blu-ray licensing fees. That's a distribution issue too. We looked at the array of streaming and encoding products that can help you self-distribute. We dug into some case studies where video publishers chose Adobe Flash over Microsoft Silverlight and vice versa and why.
There are stories in here to help you visualize the many ways that video could be deployed. We wanted to show you Addictive TV because of their unique blend of bricks-and-mortar and virtual distribution; there is a live out-of-home experience and a virtual one, intermingled. We looked at the way online film distribution is becoming more practical, more professionalized — because that might help you think about how you or your clients could self-broadcast.
There are no easy answers here on business models. Our industry is in a collision between micro-entrepreneurs and established professionals. People work for free. A lot. There's a lot of video you can make now for just about no investment other than time. But just because it's technically easy to do something doesn't mean it's easy to do what your client, business, workflow, or deliverables require. We're also at the collision between old and new media — and both will survive, change, and intermingle. That means the skills and technology required to produce quality media experiences will be required far into the foreseeable future.
But it won't be enough to make quality media. You — we all — have to understand what it means to be in the flow of distribution. We have to join that distribution in progress as it moves and turns without our consent and control. That reality is a big part of our mission as journalists, this month and in the future.
Continue the discussion on “Crosstalk” the Millimeter Forum.
