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Watch for Video Landslide
by Andrew McCaskey
Watch for Falling Rocks
If you are navigating along the mountain road, you will see the occasional sign that warns of random events that may leave some sizable hunks of rock on the road. That is a pretty good analogy to the online video business – the latest chunk of which is the notice that MGM will be placing full length movie content on YouTube. Apparently there is also an agreement in the works for Lionsgate for television shows and short form materials as well.
The success of Hulu and direct materials from MSNBC have resulted in episodes that pulled more viewers online that over the air – and that is for a hit show like 30 Rock. The election introduced millions of people who had not consumed online video to the idea of clips, timeshifted and linked/embedded sent to friends for a quick laugh or to make a point. They are just small bits – but like pebbles that roll down the mountain along with larger rocks, they all clutter the roadbed.
Our local CBS Affiliate has just proudly announced the construction of a $40 Million Broadcast television center. That is a lot of money to be placed into the 80th largest media market, when the technology is moving so quickly. If the demographic that watches broadcast television matches the national trends, it may not be the most far-sighted investment- unless you are going for an over 55 audience that has lots of time to watch TV but other than that is not particularly desirable for advertisers.
For younger viewers, the competition for attention moves to a variety of online video options- or DVD/Roku/Netflix options or PS.
You can only hope that broadcasters get a quick return on their money before the falling rocks turn into a landslide.
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