Is there any money in web video?  That question has been forefront on my mind of late.  I think the short answer is: some people are.  We’ve all heard the stories of people like Michael Buckley making a living from YouTube.  But let’s face it, Mr. Buckley’s YouTube success story is the exception, not the rule. Plus he’s an acquired taste.  As I played the video while writing this, my wife said: “make it stop or I’m going to come over there and smash your computer.”

Frankly, I’m more interested in people and companies who have created sustainable business models in this ecosystem – networks with a portfolio of successful web shows.  As two leaders in the world of web video startups celebrate notable milestones – Next New Networks, its one billionth video view and Revision3, its 5 year anniversary – the economic infrastructure of web TV seems to be maturing.

Can I Really Make Money Doing This?

In terms of how one makes money from web TV, the simplest answer is advertising/sponsorship. Regardless of what people say about “dialogue with community”, “marketing is a conversation”, “unmarketing” and other web 2.0 platitudes – the money transaction in video is audience for dollars. Trouble is, on the web, those dollars just aren’t adding up.  In this interview with Paid Content’s David Kaplan, Next New Networks CEO Lance Podell bemoans the disparate valuation of web vs. TV video viewing audiences.

We’re constantly being asked to educate and consult advertisers. And we’re more than happy to do it. Ultimately, advertisers have to put their money where their mouth is. The only way they’re going to find out what really works is to start trying new things. While we have brave advertisers, who have come back time and again—Warner Bros., Samsung, Frito Lay, Unilever—but we haven’t seen the number of advertisers that is commensurate with the pace of the viewers we are attracting.

- Lance Podell, CEO Next New Networks via PaidContent

That said, I think the key is to balance targeted, niche content (you’re not going to win on the commodities of generalized content) with a desirable level scale, demonstrating those key elements to potential customers (advertisers), and creating a price point that sustains your efforts and satisfies your customers.

In my mind, you need to create a sustainable competitive advantage in order to be successful.  TV is tricky in that regard.  There are always new shows nipping at your heels and audience taste is mercurial.  But part of being competitive in media is anticipating those challenges and creating new offerings.  While big media relies on celebrity, the web often derives value from social currency or trust.  Many successful web shows are hosted by trusted sources in their topic or niche.  A few years ago it would’ve been simple enough to just start creating video awesomeness and aggregate a sustainable audience.  Now there are just too many players.  So, if you’re thinking of creating web video for profit,  I would say to you:

• refine, with laser focus, what your show would be and who you would want to reach
• define how it is differentiated from competitors
• look where advertisers are spending now and create an offering that appeals to them (baby boomers?)
• do market research
• create a concept statement about your show and shop it around to potential customers
• from positive feedback, I’d write a business plan and take a hard look at costs/revenue projections

Thinking it Through

It is a complex ecosystem with a lot of moving parts – giving the prospective media entrepreneur a lot to think about.  But such is the life of a micro-media-mogul.  As you think about your show idea,  you’ll need to really define why people need to watch your show.  You’ll also need to consider the expectation for higher production value in web TV.  Many people are watching video “over the top”,  via devices connected to big screen TV’s.  It takes a few more steps to “tune in” to a web video show.  How are you making it worth the extra effort?  Why do people need to come back to your show?

These are just some thoughts that I’ve been kicking around.  Do you have a web show idea?  Are you thinking of launching one?  Have you thought it through?  What have I missed here?

Most good blog posts, or at least the ones that attract the most traffic, draw a line in the sand – taking an unequivocal position. So just on the heels of the iPad launch, scores of tech bloggers are taking that stand against the onerous, closed nature of Apple’s latest offering. And the Church of Open Media has issued it’s doctrine against the iPad decreeing it a heretical, “retrograde” device.

The iPad is retrograde. It tries to turn us back into an audience again. That is why media companies and advertisers are embracing it so fervently, because they think it returns us all to their good old days when we just consumed, we didn’t create, when they controlled our media experience and business models and we came to them.

iPad danger: app v. web, consumer v. creator -Jeff Jarvis, Buzzmachine

Update – The Chorus of Returns Begins

Your humble blogger here, updating as I sit in an airport terminal waiting for a flight to Mexico City to cover the First Lady’s visit. I felt I had to update what I published yesterday as we’re now seeing the chorus of “I’m Returning my iPod” posts.  Jeff Jarvis even made a video outlining his reasons.  Maybe this is a shift that will ultimately prod Apple to re-think pricing and exclusivity agreements with publishers.  Maybe it’s a few high profile bloggers using their influence and reach to voice concerns that are valid and point to salient shortcomings in Apple’s offering.  Maybe folks should’ve read the label before they bought it?

Why I’m Returning My Apple iPad ($AAPL)

Why I’m Returning The iPad

Look, I’m no iPad fanboy. I may eventually buy one, but I’m not suffering from the technolust that swooned those first in line to get theirs. I’m more interested in how the device will change the worlds of publishing and advertising. And now, the conversation is being framed as either/or in terms of participatory vs. walled content. I think that’s a false choice, and that there always will be choices in how we consume, create, share and interact with content. It’s perfectly fine to simply, passively consume media and that is precisely what the device is designed to do.

Lean Forward – Lean Back

I’m not sure who originally coined the terms “lean forward” and “lean back” media, but the premise is simple. If you’re not familiar with the terms, lean forward media is the kind we create, engage with, mashup, share, link to, comment on, embed in our blogs etc. Lean back is the kind we passively consume.

Examples of “lean forward” media

• blogs and the comments on them
• embeddable video
• links to content within a blog
• Twitter

Examples of “lean back” media

• books
• movies
• certain TV shows
• certain iPad content

Both of these types of media have intrinsic value and I don’t think we need to frame this as one replacing the other.  This blog falls into the category of lean-forward and I hope all of you enlightened readers here engage me and each other in a robust dialogue in the comments.  But what is it that makes people think that ALL media has to be like this blog?

What is wrong with people wanting to just be part of the audience?  I don’t buy this notion that every bit of content needs to be open to some online peer review,  or worse – the ill tempered trolls of the interwebs.  I further don’t buy the notion that all content – from blog comment, to link,  to twitter mention – is sacrosanct. Most critics of the iPad seem to hold this belief. To them I say: if you’re REALLY worried about the iPad hobbling your generativity… DON’T BUY ONE.

Walls, Windows, and Doors

Apple is building walls around it’s media empire. It want’s to set the price for apps and subscriptions and much of the content thus far doesn’t allow for much by way of sharing or commenting.  So what?  Apple is a company that’s in the business of delivering value to their shareholders.  How they get there – whether by open source or DRM ensconced walls -is up to them, not us.  The iPad is not a tool of individual media empowerment and as such, I’d equate it to a really great piece of stereo equipment.  It’s an entertainment appliance.

That’s just fine for most people.  If you’re reading this blog, you’re exceptional (on many levels).  Not just because you’re reading my blog, but that’s certainly a plus. You are part of my social graph, and I have to get your attention on Twitter or Facebook first to get you over here.   But most people aren’t this connected on the web.  In that respect, we are exceptional. We are the digerati.  But the self-ordained high priests of the Church of Open Media would have us believe that everyone is out there contributing content. That’s where I and others are given pause.

This is the place where this brand of critics fall most deeply into the same kind of echo-chambered trap as the news industry — by thinking that most people should think and behave like themselves. But most people are not and will not ever become creators of sophisticated media. Instead they’re working in bakeries and insurance offices and having babies and teaching people to play the fiddle.

Have iPad critics fallen into an echo-chambered trap like the news industry? -Howard Weaver

The social web allows us to create, collaborate and connect in ways constantly being innovated.  Social media, citizen media – whatever you want to call it – at the minimum, gives us a window into power structures like media, press and government – transparencey.  At it’s most open, we’re allowed through the doors and given an opportunity to help shape and create content.  Increasingly traditional media are opening windows and doors and extending their brands to online audiences. By and large these are good things.

But I think there will continue to be a strong desire for people like you and me to lean forward, engage, share, embed, post, comment and shout out to the world.  I also think there are more people in this world, who are just as happy to read, watch, absorb and ponder while leaning back.  Both of these approaches are just fine and I simply don’t understand all of the histrionics of this non debate – debate.  Am I missing something here?  Please lean forward in the comments below.

Related Reading

Consumers vs. Creators (or Will the iPad Destroy the World?)

Here Is Why The iPad Won’t Save The Magazine Industry

The iPad Luddites

Race to the Finish

Everyone loves a horse race. Whether ponies, politics, or tech startups – when the best and brightest pit their talent, passion, and strategy against one another in a high stakes challenge – it makes for high drama. As Foursquare and Gowalla appear to be emerging as leaders in the location wars, things are starting to get interesting. And in this humble blogger’s opinion, one of them is bound for the winners circle.

As location based apps enjoy a post web-technology-Woodstock bump – having had their requisite coming out at SXSWi -the discussion now is simply being framed in terms of Foursquare vs. Gowalla. I’m reminded of Twitter’s ascendancy to it’s place in popular culture, when competitors were nipping at their heels. Then it was a horse race between Twitter and Pownce. Pownce was more feature rich and more stable, yet the simpler and then technically flawed Twitter ultimately dominated.

To Scale, Make Converts Out of the Dubious

Right now, the cool kids are the lab rats for location based services. I’m one of those lab rats. Yet, most of my friends and colleagues have no idea why I or  anyone else would engage in this type of online activity. They doubt the utility of these apps and harbor serious concerns about privacy. The real winner in the location wars will be the one first able to make converts of doubters. How?

Let’s go back to Twitter’s early days, when most folks I encountered would say of the service: “that sounds dumb!” It wasn’t until Twitter reached celebrities and mainstream media that “twitter” and “tweet” became part of the public lexicon. Twitter’s dominance was sealed when broadcast industry trade press touted partnerships with network news organizations – and was further propagated and amplified when local news anchors started encouraging viewer conversations around their newscasts.  Now, we’re beginning to see Foursqaure making a splash in the mainstream media trade press.

I predict we’ll be seeing local TV news stories about location based apps within the next six months.  The platform that gets their name there will be the dominant player.

So, will be that the strategy that propels services like Foursquare and Gowalla into the mainstream? Partly, but I think it will take more than that. Much of the data being shared on these platforms is information about where we shop and eat. We’re opting in to mobile market research, while sharing our brand loyalty with our respective social networks. So, there has to be a something in it for us.

This, I think will be the sweet spot where local media, local business, and consumer/users will all benefit.

Why I Think Foursquare Will Come Out On Top

Gowalla and Foursquare are both making brand and media partnerships. Gowalla currently has a better looking interface, is more feature rich, and has more of a social gaming approach. Some folks prefer the depth of the feature set. But personlly, I’m not a a big gamer and I much prefer simple. Foursquare delivers on simple.  And as with Twitter, Foursquare’s successes with adherents may be pegged to the that simplicity.

And this is where I think Foursquare has shown indicators that they’re poised to win this.  They’ve focused on strong media partnerships, and with their data analytics panel, they’ve demonstrated that to users, media, business and investors that they’re in it to create value for all.  And for their part, investors have responded to Foursquare’s positioning with agreeable valuations.

The Field Narrows

Still, my observation based hunches aside, both of these platforms are in very early stages and haven’t really scaled to a point where a definitive winner can be picked.  Foursquare and Gowalla are run by capable teams, and at the end of the day, it’s about providing the most meaningful, enjoyable experience to the greatest amount of users.  Many of my Twitter friends use one or both of these services.  As always, their (your) insights on the location wars likely inform outcomes.  Here’s a sampling.

shanebarnhill

@newmediajim I think 4S is building its user base so fast that it’ll attract the mainstream & separate from Gowalla. Best doesn’t always win

iconjohn

@newmediajim My vote goes to @gowalla. Look at all the junk FourSquare loactions, and no pics or comments.

rjamestaylor

@newmediajim – wider adoption, “noise” limited to ppl in same city, Gowalla alerts on all friend activity with no discernable way to squelch

smcgrat

@newmediajim foursquare will land into the mainstream first, which should help it secure a win. I personally prefer gowalla.

alexdc

Foursquare b/c Dennis has more experience RT @newmediajim: who do u think will win “location wars” and why? PS RT & reply @newmediajim

alexdc

@newmediajim More experience with location-based apps, after creating and selling Dodgeball to Google. Also great partnerships w Warner, etc

Foursquare b/c Dennis has more experience RT @newmediajim: who do u think will win “location wars” and why? PS RT & reply @newmediajim

Brad_King

@newmediajim to assume a “winner-loser” scenario is to mis-understand the importance of the each company, IMHO

lenire

@newmediajim what is more important then loc. Wars, is when will google pick up on this. WP added geotagging to the app, when will it be SEO

DaveTitle

@newmediajim amen. as to why, b/c 4sq taps into childhood/playground/nostalgia for key demo, also the idea of “play” in general. Gowalla? No

anniemal

@newmediajim I think there’s room 4 both. @gowalla looks cool 4 planning travel and @foursquare is my everyday check-in & connect spot.

It’s still early in the life cycles of these startups and a lot can happen to shift advantage to one or the other of these smart, scrappy companies.  And my opinion, while informed to a degree, is just my observation based opinion.  Plus there’s probably key data, ideas and alternative viewpoints that I’m missing here.  Help me fill in the blanks in the comments below!  Thanks for stopping by

Further Reading and Alternative Viewpoints

Foursquare vs Gowalla. Too early to pick a winner, or have you decided?

Checking-In: Foursquare At SXSW Music

Why Gowalla Will Beat Four Square In The Location Sharing War

foursquare VS GoWalla Checkin Social Media map

Some Crazy Postbellum Data From Foursquare And Gowalla

Bringing together the brightest minds of new television

I just booked my travel to the fall Video on the Net Confernence in Boston. I’m very excited because the spring conference in San Jose was a great opportunity for me to connect with key players in this emerging ecosystem. Once again, looks like the best and brightest will be attending this one too. For those of you who missed it, here’s a look a back at VON ’07, San Jose.

It was fun meeting my neighbors last night and explaining “I have a TV station in my pocket.” That got wonderful stares.
Robert Scoble – Twitter/@scobleizer

Meanwhile, CBS Interactive’s purchase of online show Wallstrip has validated internet video as a vital component of a web content business model. That deal has received a lot of attention, as more and more content creators look to ink agreements with big media companies. So it’s no surprise that once again, VON will be well attended by reps from companies like NBC Universal (my current employer), AOL, Washington Post Newsweek Interactive, Turner Broadcasting, Spark Capital, Akami.. and the list goes on. Video on the Net will be another huge opportunity for me, and for anyone in this space, to network with key industry leaders and get a better idea of what’s on the horizon.

“Digital” media initiatives vs. listening, conversation, and the social web

I often hear about this media comany’s “digital media initiative”, or that this person is in charge of “digital efforts”. If you’re just thinking digital, I think you’re missing the point. I recently attended a seminar at my alma mater American University entitled: PHOTOJOURNALISM: Surviving the Digital Challenge. Overall, there was great discussion, but I heard no mention of engaging audiences in conversation and using video as the starting point. Hosted by the White House News Photographer’s Association and AU’s School of Communication, it was a useful and informative discourse on the imperative for photojournalists to think of themselves more as content creators and less as media workers, and an examination of the internet as a key distribution channel.

Video journalism messiah and media raconteur Michael Rosenblum keynoted, and with no hyperbole, described shifts in media today as world-changing as Gutenburg’s printing press. He and I may not agree on everything, but on this, he’s dead right.

Michael Rosenblum “weighs” the merits of specializaton

While talented, smart media makers can hope to define themselves as bridge-builders between old and new media – integral to a media company charting a course into new territory – I’m personally not banking on it. I’m smack in the middle of this sea change in media, as the diminishing value proposition of a career as network news cameraman thrusts me into the empowering, enriching world of social media. While the “digital challenge” is an important discussion, nothing was really mentioned about video as conversation agent on the Social Web. The “social” part of this is often more of a challenge for traditional media companies. Social requires what VON organizer Chris Brogan deftly outlines as listening.

I think video can and should be an important part of a media company’s SOCIAL web efforts. That’s precisely why I’m attending Video on the Net, to build my personal brand, measure my media strategies with , connect with key industry leaders, and re-connect with the rock stars of internet video.

Uh oh!Buzzmachine’s Jeff Jarvis yesterday detailed a very compelling IBM study on TV and internet use. The complete study results are available for download here. For folks like me, currently a foot soldier of traditional TV, his post header – “TV Explodes” – merely fuels our worst fears and suspicions. (I wish he’d stop saying “explodes” though!) Quietly, and off the record, my sources tell me high level executives at a certain network have been heard saying “TV is dead.. the future is the internet”. Parts of the IBM study seems to buoy that belief, and outline several key shifts in how we are consuming, creating and particpating in media. Some of the results are promising for Television though, so don’t count us out just yet. The survey is very informative and I’d encourage readers to download the entire study.

Consumers are seeking consolidated, trustworthy content, recognition and community when it comes to mobile and Internet entertainment. Armed with PC, mobile and interactive content and tools, consumers are vying for control of attention, content and creativity. Despite natural lags among marketers, advertising revenues will follow consumers’ habits.         

To increase usage of new channels, consumers ask for consolidated content and thoughtful recommendations.

Users reported significant incidence of user contribution and interactivity.

For those respondents who contributed content online, they did so for recognition and community.

Consumers are increasingly contributing to online video or social networking sites: nine percent of German and seven percent of U.S. respondents claim to have contributed to a user-generated content site; 26 percent of U.S. respondents reported contributing to a social networking site.

Looks like a lot of people want to be more involved in, or have a stake in their content. Folks are looking for dialogue and community, not just content. Sab Kanaujia, NBC’s VP for Digital Product Strategy, recently participated in an online Wall Street Journal discussion with Revver chariman and founder Steven Starr entitled “Is Web Video a Threat to TV?” and posted excerpts on his blog. There’s interesting back and forth between Kanaujia and Starr and it’s worth checking out.  

To me, that isn’t the question. The question is: “Is online activity a threat to TV?” Clearly the answer is yes. I left a comment on his blog, which has yet to clear moderation, which essentially pointed out that smart media makers are creating content, conversation, and community online. Video alone isn’t enough, it’s simply the icing on the cake.Of note to me in this study was the question: “What would increase your use of mobile and Internet entertainment?” to which 21% answered “Niche site that specialized in genre or category content” (IBM Study). So as I continue to operate from the unique perch at the intersection of old and new media, I’m both buoyed and concerned by these revelations (or merely statistical support for what many of us have suspected for some time). Many of these findings spell the end of many a television career, but at the same time, create huge opportunities for those who can capitalize on it. This is the time to strike.

Capricorn, Community, and Craft

Just before boarding a flight to the Craft Hobby Association show this past Friday, I gave one last check on Twitter. Twitter friend and resident astrologist @KrazyKritter had just posted Capricorn. Now look, I’m not normally superstitious, but the outlook for Capricorn resonated with me.

“Today is finally the right time to embrace a new idea and work on fleshing it out”horoscope for Capricorn, 7-20-07

I was energized by this message as i flew to Chicago to cover this huge crafting industry trade show for Crafty Nation our new media venture.

The show was a huge success for us, by way of coverage and for getting our brand out there. We met wonderful people working in this space who were very excited about what we are creating – folks like Margot Potter, Candie Cooper, Katie Hacker, Cari Clement, Debba Haupert, Nicole Mumma, and Amy Romano. Why build a social network and content channel for crafters? Well for one, it’s a natural for social networking. Crafters are passionate about what they do and love to share their ideas and their work with others. They truly are a community. Even at the CHA, which is a decidedly commerce driven event, the community was vibrant and energizing. Craft and Hobby is a 30 billion dollar industry and there are many brands out there looking to associate themselves with the online craft conversations.

promoting the Crafty Nation brand during an education session at CHA

Fleshing Out the Idea

Now it’s time to tackle the most important part of Friday’s horoscope: “work on fleshing it out”. This means listening to our “board of advisors”, the early adopters of CraftyNation’s social media platform. How do we build it and make it better? A drop dead simple, stare-you-in-the-face, idea about how to do that came from Margot Potter. She told me that crafters like to customize their profiles because they’re, well, creative. Thank you Margot!! @conniereece, @AnnOhio, @WickedStepmom, @Uavery, @brendajos, and many more “Twitter Knitters” have been tremendously helpful in pointing out usability issues. What we’ve done with our phase one beta launch is to take an idea that only a year ago was a discussion over coffee, between myself and business partner Toni Lyn, and turned it into a strong start for something that will only grow. As we build out Crafty Nation, it’s the feedback from our community that will drive the direction and growth of this space, so that we can help create real value. We want to give voice to the vibrant fabric of the craft community, and create a place where we’re merely custodians of something much larger than the site itself.

Niche Market Video Content Engaging Your Target Audience

Here’s a link to the programs we’ve created. We also did some quick turnaround daily dispatches from the conference. Video is a very big part of Crafty Nation. Our video content celebrates the creativity and spirit of crafters, and our hope is that it acts as a springboard for conversation and community on our site.

At a dinner on Monday night with Lee Aase and Dennis McDonald, that was supposed to include Jeremiah Owyang, we discussed social media, niche market content, and the evolution web video. Dennis and Lee both have tremendous insight into this space, and are lovely dinner companions. Great food and conversation. Jeremiah’s absence led us to wonder if he was in fact a real person, or just an avatar.

The CBS/Wallstrip deal that I wrote about on Monday got me thinking about how I and other people define themselves in this space. I’ve been making a good living in the media business for many years now and despite seismic shifts within the industry, I’m pursuing opportunities presented by emerging media models.

To create opportunity, I believe you have to think beyond the limits of the traditionally defined media roles of cameraman, producer, or talent. I think the emergence of the micro media mogulis emblematic of this shift, a shift that is blurring, if not erasing the line where media jobs fall above (executive and management) or below (crew and production staff). So as media workers begin to chart a new course in these re-defined roles, they are faced with a number of questions. Not the least of which is how much entrepreneurial fire do they have in their belly. Are you as passionate about the art of the deal as you are about the art of your media? Or do you prefer the comfort of steady paycheck?

What if you’re somewhere in the middle of those two options? An innovative media company called Next New Netwoks offers unique opportunities to those whose passions are weighted more on the side of media maker, rather than media mogul. I inadvertantly gave them kind of short shrift the other day when I asked this:

I have to wonder though, what is the value (read deal) for the content creator/micro-media-mogul, of aligning with a Next New Network.

Looking back, my wording seems a bit dismissive. Purely unintentional, as I truly wondered precisely what the deal was. Next New Network’s Tim Shey contacted me with more details about what an agreement with NNN looks like. Independent media makers can leverage their creativity for a regular show based fee by entering into licensing agreements with Next New Networks.

We create and build networks which are fully owned Next New Networks properties,
and then license or commission shows to run on those networks. Show
producers who work with us get a guaranteed, regular fee for the
right to run their shows, upon delivery, whether we sell advertising
or not (in other words, it is not rev-share dependent).

This model isn’t necessarily a perfect fit for every producer, but
we’re here to work with the people for whom that is; there are lots
of other options in the marketplace (YouTube, Revver, Blip,
Brightcove, Videoegg, etc) for people who want to bootstrap their own
independent network and have someone work with them for a rev share,
as well as companies like PodShow which will work in a joint
ownership / partnership model.

-Tim Shey via email, published with his permission

Next New Networks’ impressive leadership roster brings together a strong list of executives drawn from old and new media. In a media landscape of ever expanding opportunity for savvy, independent media makers, Next New Networks provides unique and creative arrangements for those who want to make a living doing what they love.

So where do you fit in to all of this? Are you a micro media mogul, or a media worker? Or maybe somewhere in between?

Wallstrip, the online financial news show where “stock culture meets pop culture”, has been purchased by CBS Interactive for a price tag reported to be far less than the rumored $5 million price tag. Wallstrip announced the news on their show in typically tongue in cheek fashion, asking CBS employees about the deal on the sidewalk in front of “Black Rock”

Click To Play

CNET reports that it was CBS Interactive president, and former Silicon Valley M&A maverick, Qunicy Smith that sealed the deal. In a NewTeeVee article by Liz Gannes, Wallstrip’s distribution and syndicaton are reported as favorable considerations in CBS’ decision to buy the show. As Wallstrip puts it: “Watch Wall Strip where YOU want!” Here’s a snip of Wallstrip chief Howard Lindzon’s reaction to the deal:

I am dipping my toes tomorrow. I like their syndication strategy and I am bullish on Quincy and the Interactive Division of course.

I am looking forward to making Wallstrip better every day. Congrats to the Wallstrip team for their hard work and our investors for their sheer genius. Awesome day.

-Howard Lindzon

This points to two trends that this content creator hopes to take advantage of:

Now big media companies can sit back watch while savvy media makers bootstrap their content business models, and then simply come by waving cash and cherrypick the best. Call me old fashioned, but I like the sound of that! Here’s a sneak peak at one of the niche market content plays Verge New Media is creating.

Click To Play

Another emerging trend in the niche market content space is the rise of the aggregators like Network2.TV and Next New Networks. The team at Next New Networks seems very happy with their recent tip of the hat from TechCrunch. Surprisingly TechCrunch made no mention of Jetset, which I’ve often praised here as very smart interntet community TV. Next New Networks describes their model this way:

Next New Networks had some simple goals in launching: be authentic voices of the communities we launch networks around; build networks around online emerging television with web features that allow others to share, contribute and distribute; and be dependable and reliable

I have to wonder though, what is the value (read deal) for the content creator/micro-media-mogul, of aligning with a Next New Network. Wallstrip is an example of going it alone and bootstrapping. Maybe there is merit in that strategy for the entrepreneurially inclined.

So who will be the next small TV acquistion headline? Maybe it will be the surreal, sexy, sci-fi stylings of Galaciticast, or the hip, twenty-something web comedy Something to Be Desired. I think niche market web content is a HUGE sandbox that is creating tremendous opportunity for micro media moguls. I suspect content that Verge New Media has in the pipeline will be part of that mix, creating value in niche market content.

Finally, Amanda Chapel, of Strumpette, was recently sighted on Twitter describing value like this:

value is based on standards; standards are vetted by hierarchy. A bank is a bank for reason and that’s where the money is
- Amanda Chapel via Twitter

Privately, she added this: (and agreed that I publish it)

branding, seduction, under promise and over deliver. Ya can’t go wrong.

Apparently value, and money, can also be found in niche market content created by savvy, agile new media startups. Look for more of that from me and form legions of other media makers. Who do you think are the new micro media moguls to watch this year?

How about just calling it MEDIA? Sure, labels are useful, but at the end of the day there will be media that people connect with, and the unwatched, unread remains. There seems to be a renewed slugfest between the “revolutionaries” storming the gates of traditional media, and the keepers of corporate status quo. As both sides trade barbs, it’s curious to this blogger why the loudest amongst both sides of this “debate” promote such zero-sum theocracy.

From bloggersblog today, a link to this rant against blogs from South Africa’s Sunday Times, calling blogs “the air guitars of journalism” And from my favorite contrarian Strumpette, some snarky satire on the introduction of MLB’s “Citizen Player Program”

Chris Brogan lends his typically keen insight and measured criticisms to discussions that took place at AlwaysOn, Hollywood. His concerns that “we” (people who create media independent of large corporate infrastructure) are living in a fishbowl. Brogan then takes the informations he’s gathered and builds a very smart roadmap for moving beyond amateur media. Chris “gets it”…big time.

In almost no time, “talking about nothing” shows are going to dry up. You have to deliver value. In video, audio, and even a blog, if you want to bring your message into a larger circle of people, you’re going to have to give value back for what you’re doing.

Most of this discussion seems to be framed in an either/or construct, which I believe to be a false pretext. Those who believe that Web 2.0, social media, and citizen content will completely evaporate are wrong, just as wrong as those who believe that the democratization of media spells the demise of large corporate media. What I see happening is that the “amateurs” are building relationships with their audience, and with corporate media. There, you’ll find the winners. Don’t believe me? Then why are guys like Jeff Jarvis having dinner with Rupert Murdoch and making deals with Washingtonpost.com?

For those of you who believe that bloggers don’t have juice, how do you reconcile CNN’s decision to release Presidential debate footage under a Creative Commons license? Clearly they were bowing to the outcrys of the “air guitar” players of the blogoshpere.

Much of what is taking place in social media space is all about buzz, and in-the-moment, viral types of content. This is the type of media that I believe will be the shortest-lived. They are also easy targets for critics as the sum-total of ALL new/social media. The below-the-radar people in this space are sometimes the most successful. At VON07 in San Jose, I met Nicholas Butterworth of Diversion Media. His firm has built two successful social media sites, Travelistic and Snowvision. Butterworth says that the key to social media success is community and relationship.

Coverage of VON07

Butterworth, and other micro media moguls like Zadi Diaz and Steve Woolf of Jetset are defining a new class of crossover talent. Media makers who understand the community nature of social media/Web 2.0 and have the business savvy to grasp the value of that community. The fact that they’ve partnered with Next New Networks demonstrates that savvy and sets them apart from the “air guitar” set. Amani Channel of My Urban Report is another example of new media being courted by old. The Atlanta Journal Constitution has expressed interest publishing content from his blog. Again, the gates aren’t being stormed so much as being opened by smarter old media firms.

The bottom line is that the marketplace will decide the winners and losers of traditional vs. social media. I’d keep an eye on the ones creating value for their communites and the ones who build tools for participation.

Earlier today I posted an entry about journalists and self promotion that spoke of the notion of promotion being part of journalists new duties. Old media companies, new media upstarts, journalists, in fact anyone looking to be successful in social media, promotion, conversation and engadgement, need to look at the accomplishments of Zadi Diaz and Steve Woolf. The genesis of this post, to be perfectly honest, is that I’m all-a-twitter that Jetset’s Zadi Diaz added me as a Twitter friend today!!

In the words of social media raconteur and Twitter friend Chris Abraham… “She is SO MONEY!”

JETSET, assembled readers, is a wildly popular and immensely cool internet TV show/community that their site describes like this:

Created by Zadi Diaz and Steve Woolf, JETSET is an Internet and pop culture show for young adults featuring cool, weird, fun, geeky, underground, true-to-life, curious, quirky things and people found online and off.

Jetset, recently announced a licensing and distribution deal with Next New Networks, detailed here in a New Tee Vee article by Liz Gannes.

What I struggle with as someone working in old media, is the difficulty people in that space have with the notion of linking, sharing, engaging, and promoting. There are powerpoints, conference calls, mandatory meetings all geared toward stumbling clumsily into something that mimics and apes social media. Sometimes they/we get it right, sometimes..not so much.

Zadi and Steve, and many others like them, get it. They are part of a new class of entrepreneur that I call the “micro media mogul”. Agile, savvy, passionate.. they are the future.