Each year at NAB, NewTek presents Broadcast Minds, a panel discussion consisting of disruptive producers that are changing the definition of what it means to be a broadcaster. Here are their thoughts on Internet broadcasting trends.
Marc DeBevoise of CBS Interactive, (the largest premium content network on the Internet with over 300 million viewers) believes that we are in the third year of a ten year shift in the way viewers interact with distributed content. What started this shift were three trends: Universal connectivity, mobile device proliferation, and set top box innovation including OTT and 2nd screen viewing.
Now that mobile has surpassed desktop for video content consumption, new ways of interacting with video content continue to expand from set top boxes, Apple TV & Chromecast to social media including Periscope and Snapchat.
Sterling Proffer of VICE Media, (the largest media outlet for millennials) pointed out that because content owners have more control over how, when and where their content goes, the technology and form of distribution itself becomes part of the creative process.
Robert Scoble of Rackspace agreed as he proudly displayed his multi-angle rig consisting of 6 GoPro cameras for a 360 degree view. The Scobalizer, (as Robert is referred to) is an Internet star with a huge following of over 6.7 million Google + followers, 450,000 Twitter followers & 670,000 Facebook followers. Scoble looks forward to sharing his Cochella content that he shot on YouTube, Facebook and on an Occulus Rift virtual reality headset.
Leo Laporte of Twit.tv, (the panel moderator and the proclaimed Godfather of Tech Broadcasting) is excited to witness the deconstruction and reinvention of what media and broadcasting is. Laporte, affectionately know as the Chief Twit warned that you can’t go too fast or drag your audience into a new technology or you may lose viewers.
DeBevoise, recited the mantra that, yes—content is king, but distribution is queen and technology is primarily a mechanism to deliver.
Sports shows that offer mobile live streaming do not actually lose viewers to a smaller screen if a bigger screen is available.
What DeBevoise found fascinating is that 70 to 80 percent of TV that is watched is live TV. Even with DVRs and other VOD choices, the immediacy of live broadcasting for sports and news trumped choice of pre-recorded news or sports. With news living 24/7, Internet broadcasting is a perfect match for live news streaming. DeBevoise elaborated, “Live is driven by hard news or mainstream stories, VOD driven more by pop culture.”
Laporte wondered if people are really ready for Guerrilla news coverage.
As content becomes more fragmented, brand may be preferred over aggregation because of relatable style or consistency of voice.
DeBevoise reiterated that it is not just about show, but that trust and brand matters. Proffer agreed, “People with voices that resonate are able to pull an audience in. Consistency allows people to want and expect more. The a la carte nature of the web allows you to find who provides meaning to you”.
Proffer: “Millennials are consuming more news than ever before, they are just less engaged with the news brands that they’ve had. They felt that with the traditional media, their voice was not being represented. They wanted transparency telling stories in a way that resonated more.”
Brand communication is a relationship. Distribution and technology are a vehicle of delivering brand content in a number of different ways through apps, social video, or other venues. Proffer noted that nuances native to a particular format may offer a new found value for the broadcaster and viewer.
Scobel was pleasantly surprised to discover that when using Meerkat, participatory viewers were chatting and asking interesting questions during his live video interview, making it better, more interesting, and fun. “Many of the new ways of distributing content is more about the social aspect than the sole absorption of content.”
Video does not need to be distributed through a portal or gated community to maintain brand. Being able to deliver the video to wherever the viewer is, is a plus.
Laporte concluded that there is brave new world out there made for you.
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