If you think that amateur videos have little to no effect on society then you haven’t seen this one. Today short videos edited or unedited can tell compelling stories, report live events and most importantly “level the playing field.” If you are in any of the traditional media industries whether it is print, journalism, filmmaking, marketing or radio ignoring digital media can become a whirlwind dis-ease for your reputation as a media provider.
In this video Bill Wasik speaks about the growing ecosystem of the Internet and how it can provide a gateway for small companies, entrepreneurs and media producers. When it comes to the free vs pay debate I think its fair to ask first what side of the fence you are on? The producer or the consumer? This makes a difference because Wasik agrees that people “will not stop to pay for something” if they are multi surfing the Internet on various websites. Yet he mentioned that people are more willing to support something that satisfies their “niche passions.” My personal experience with this took place almost 2 years ago when one of my favorite music groups decided to release a e-magazine for a $12 a year subscription providing the user a login code to read each monthly issues. The magazine was not staffed by a group of editors, photographers or reporters instead it was a one man operation. It gave the subscriber a uncensored inside scoop on the bands favorite reading list, new songs, tour schedule and random perspectives that could have been placed in a “free” blog yet they monetized it. When I got a chance to interview the band they told me that over 2,000 people joined the first few months they started the e-zine giving them a voice unfiltered by popular newsstand publications that have to worry about placement, advertising and monthly relevancy.
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The days of only newspapers telling the story are over and you can thank video podcasting for that. When I first started using my Apple laptop I discovered that itunes had a podcast store that would allow you to subscribe to different podcast shows for free. I immediately found a spanish tutoring show and then I discovered a subscription for NY Times videos.
After downloading a few episodes I watched them on my itouch player in total amazement at how quick I was able to receive a short 3 minute video reporting on Wyclef Jean and Bill Clinton’s recent visit to Haiti together as part of UN mission. This caught my attention because I have hours of video footage from my trip to Haiti in 2003 and I never thought about using the footage in a reporting format just like the New York Times. A frequent reader of their newspaper editions I noticed that the New York Times has adapted to the digital age and even provides audio podcast for different sections of the newspaper for example the Book Review, Tech Talk, World View, and the Weekend Business each host their own show. As for the short videos on their website they have over 23 categories to choose ranging from breaking news, travel, sports to automobiles each with a library of short videos to assist their printed articles. Each video starts with a quick advertisement before playing the actual video which proves that they are monetizing the production and distribution of the videos. Are they profitable to the newspaper is something I would be interested to know.
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Africa is the birthplace of civilization and for thousands of years introduced the world to technology, mathematics, science and medicine. Even in today’s current conditions Africa is the place with all the answers. Reading two articles by Mo Ibrahim and Richard Heek gave me a new insight into how much mobile communication is valued in poor countries along with the consumption concerns that come with it. In Mobile for Impoverishment Richard Heeks referenced a few different researches only to conclude that we need more research into how mobile phones can help improve the lives of the bottom billion.
Reading the statistic that one research quoted was “48 percent of the respondents say they sometimes substitute important needs like food, clothing and education for mobile phone usage” is not what advocates of new technology are proud of. Yet other studies prove that incomes have increased for some users who use the phone as a tool of production rather than another useless consumption. Unlike many western users the mobile phone is the fastest, cheapest and most convenient form of communicating with relatives, markets and business to businesses. Without a mobile phone many entrepreneurs have to travel long distances to receive valuable information on the products they are selling or buying. Just like the developed world technology makes things more convenient in Africa.
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After watching Clay Shirky’s presentation on TED I learned how “innovation can happen anywhere” from the handheld mobile devices to new digital broadcast applications. We are living in a revolutionary time just as people in the early 20th century were experiencing new forms of communications like telephones and television.
This shift in the way humans are communicating has open the door for ordinary citizens to participate in a media content and production. One of the main themes of Shirky’s address is that people are dictating the options users and viewers can choose from. One of the great examples he mentioned was a recent earthquake in China and how people on the ground were reporting, filming, and photographing scenes from the devastation without the censorship of the Chinese government.
Recently a Chicago teenager was killed from a gruesome mob attack and the beating was filmed by another teenager who was witnessing the attack. This short video that was recorded on a camera phone was broadcasted throughout the news in a matter of minutes highlighting the bigger issues of Chicago’s street gangs. The short video represented real time recording that today’s technology can provide in the hands of amateurs at the same time it helped authorities identify the criminals who committed the violent act. As more consumers begin to possess these tools I believe we will see more incidents like Chicago, Iran, China, and even in Seattle of unedited videos that would go directly to online audiences without the filter of traditional media outlets.
To watch the Chicago incident click here
For images of China’s earthquake click here
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With the decline in traditional media outlets like newspapers, and magazines more companies are opting for the the digital media approach.
A recent study by WPP’s GroupM, said digital advertising is expected to rise 7 percent to $24.4 billion in the USA. Last year digital ads accounted for 15.4 percent of spending and has seen a steady growth moving in the future.
Many of these increases are coming from search and video, who are benefitting from the severe decline in traditional media, particularly print media. Since digital spending represents 15% of all shared media globally I suggest that if you are a non profit, small business or start up that you look at your current marketing strategy and make sure to include digital advertising in it for 2010.
To read more on this topic here is a article
If you would like to schedule a meeting for consultation in digital media or online marketing feel free to contact us and will can help you get started in the right direction. Guerrillatechknowledge@gmail.com
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