Impact of iVideo on media distribution
A few months back I had discussed the impact iPod would have on podcasts. Since my February 2005, article the number of podcasts has trippled, according to Feedburner. Interestingly enough, another survey by CLX shows that podcasting is most popular among those over 45 (21%) and less so among 15-24 year olds (13%). And not everyone is listening to music. Business executives like me have found that podcasts are great way to track a company’s conference calls with analysts.
Now that the video iPod is here, I am starting to wonder if it means that delivery of high quality video through mobile devices may lose its charm. Indeed there is value in being able to watch live scores on your cell phone of a game that you can’t watch on TV or on web. But that goal can be easily accomplished with a simple text message. While I do not envision many people watching “Desperate Housewives” on their iVideos, I do see a market for “Made for iVideo” content – material that you simply can not watch on TV or rent a DVD. For instance, entertainers that could never get on TV or get into the supply chain for DVD’s or citizen reporters filming local events (before the mainstream media gets in) or activists.
What is the business opportunity here? If you can develop entertaining content, you have a low cost vehicle to deliver it to a very targeted audience. For instance, if you want to tell dentists about a new tool that you have developed, a video podcast will become the most cost effective way. And other businesses might be able to find a million ways for product placement in video podcasts.
Related article: Principles of advertising on the web
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