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Disruption, Again
by Andrew McCaskey
It was only a mild co-indicidence that there was a mention of the video “10mph” , concerning the two adventurers who quit their day jobs and drove a Segway across the country in today’s Fortune story about YouTube.
We had featured the film trailer as the video just a few days ago.
It’s interesting, though, to contemplate the impact of the shift from exclusive short form (2-3 minute clips) into longer form content by YouTube.
It all traces back to advertisers. If you can describe your audience and demonstrate that their involvement is consistent and loyal, the length of the content matters little. In fact, with with being the limiting factor in much of our society, the ability to retain a long form audience demonstrates real value.
What is disruptive is the fact that user generated content – and YouTube – could be the final method of distribution that will enable aspiring film makers to crack the marketplace, and get the distribution for their work that is lacking otherwise.
Couple this with the iPhone and AppleTV, and there is the potential for a huge breakout by an independent producer. And it will only take a few – one to break ground, the other two to demonstrate that it is repeatible.
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