Streaming Video is Hot – Why is it so “Clunky”?

Cory Treffiletti (Carat Interactive) wrote in Online Spin today “Streaming video is hot right now, and it’s only getting hotter as broadband becomes more pervasive… The way video is currently viewed online still seems somewhat clunky. It feels as though we’re trying to fit a square peg into a round hole. If you see the current executions, we’re placing video into existing ad spaces. We’re pushing video into banners and buttons rather than coming up with new presentation architecture. We need to re-evaluate how we see the Web and how we place video inside of it.

At last – a realization that there is an “architecture”! My take on this tech:
“Exactly! I was in a meeting with a major publisher a few months back and all he thought he could do was an ad. Why? Because it was too expensive to create and produce new content dynamically in the short time frame he required, even though they have the writers and editors already. When they tried in-house video shoots and hired a video guy to handle production, it took weeks to months to see the rushes! They get out news daily, and it took weeks for the guy to tinker something lousy together. He hated that video guy, because he needed to create new content now and knew that the traditional video production way was a dead-end for his deadlines.

All he wanted was a writer chatting up the latest gadget in a minute, with a 5 sec promo, and maybe clips of conferences and stuff. Oh, and he wanted it to be top-quality, sound great, have his company branding look pro, and be available immediately so he could see how it was received with instant email reports (so he could show his sponsors). And it had to be economic, because he wanted to do it ALL THE TIME, not once a quarter.

He didn’t want software tools mucking things up. He didn’t want to wait weeks to see the results because he had to get out the review ASAP! He didn’t want to book time and spend $$$ for a pro film crew for a 2 minute discussion of the Apple IPod when he’s already got a cool digital camera and knows how to use it and knows what he wants to hear. He wanted it on the web on his site instantly, and he wanted the results (metrics) in his email as soon as something happened.

ExecProducer said “sure, we already do all this”, and he got it. He shoots his review, emails the clips off to a special email address, and instantly a produced movie to his specifications with titling, music, technical correction (audio/video), desired formats for anything ranging from a video cellphone to a DVD, and reports – kind of like a video ATM. From the time he hits “send” to the first “view” on the web is about 2 minutes. His hair is growing back.

And with a few minutes effort he’s done for the week. Actually, since it was so easy, he’s talking a daily newscast. More content means more sponsors and ad messages. And they watch it, because they trust their favorite journalists to tell them what they want to know. And so it goes.

It just took a bit of ingenuity. But that’s what Silicon Valley is famous for, isn’t it?”

Cory went on to say “What about a site that is purely a video interface? What about typing in a URL and coming to a TV station? Does the future hold the possibility of a pure video interface with flash layered on top? Companies like Maven and Desksite offer experiences that are similar to this but are housed on your desktop rather than online. Why can’t we foresee this experience online as well?”

My take on this tech:
“What about a site that is purely a video interface?” ExecProducer has been doing that for years with privately generated and produced content. Our partners include business consulting firms like Valux with their MinutePitch offering (see Rob Enderle’s mention in his article “The Death and Rebirth of the Movie Industry” and the CoolClip Network, among others. MinutePitch, for example, provides private channels used by sales to communicate with key customers, entrepreneurs doing custom pitches for investors and partners, and execs and managers reporting to corporate, but Hollywood style with music, titling, and all the bells and whistles that we always get from TV but don’t get from boring raw clips.

There’s a lot happening right now with innovation in video media production, deployment, and analysis. You’ve just gotta look.

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Lynne

Lynne Jolitz is a Silicon Valley OS pioneer, inventor, and startup founder.

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