Broadcasters learn the secrets to making online millions during key NATPE session produced by WorldNow

At the recent NATPE convention, broadcasters were learning secrets to making online millions from industry experts. WorldNow is the leading provider of Web publishing, streaming video and advertising solutions for local media Web sites. Among its 280 clients are such major media powerhouses as ABC, Belo, Cox, Dispatch, Gray, Landmark, LIN, Media General, Meredith, Raycom, Scripps, The New York Times, Time Warner Cable, Tribune and Young. In 2006 alone, WorldNow helped clients LIN, The New York Times and Young develop multi-million-dollar ad sales businesses where none existed before.

The main message of the conference was to drive top line revenue through new business development with emerging media. The strongest weapon -- TV -- is the bridge to the future. It is vitally important to incorporate video, multi-screen presence, and consumer engagement into a broadcast station's online strategy. According to a survey by comScore, the average consumer watches about 100 minutes of video on the web every month. Freshness and speed will trump high production values. Web video is different than traditional broadcast.

Three expert panelists addressed the issue of internal versus external online resources: Should stations try to control the development of their Web sites by utilizing internal staff resources or hiring new staff for the job -- or should they rely on the expertise of an outside company that specializes in the online arena?

"I've done it both ways," said King, an station GM, "And I'm here to tell you that the internal staff needs to stay focused on the core business, which is still broadcast television of course. Find a seasoned partner with strong technology and proven ad-sales experience to handle this burgeoning business for you."

VideoWise Group has been following this emerging trend for some time. In fact Dallas station KRLD is partnering with VideoWise to create a strong internet tool to drive revenue and grow a strong internet strategy for the station. Please let us know if we can help your station use traditional video production to enhance and grow your business.

Much is being said about viral marketing, social marketing and word of mouth marketing. The advertising industry is running at full speed trying to capture the one element that will launch their clients to the top of the market. CMO's are struggling to get a piece of the consumer driven pie and create the latest and most talked about WOM camapaign.

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others. Like viruses, these messages multiply to spread your message to hundreds, thousands and maybe even millions of people.

A successful viral marketing strategy need not contain ALL the following components but usually viral marketing consists of at least one of the following –
•Gives away products or services (such as a free ebook)
•Provides for effortless transfer of information to others (through chats and blogs)
•Exploits human nature by giving people what they want or by piquing their curiosity
•Utilizes existing communication networks through the use of white hat or black hat SEO techniques
•Takes advantage of others' resources
•Requires no costs

As consumer driven media creeps into your marketing plan, remember the basic elements and remember to weave these elements into your total marketing campaign.

Per Finished Minute

Setting Video Budget, contemplate per finished minute

With expertise, the VideoWise Group creates and produces dynamic video content for our clients, and like others in the industry, we are forced to see how the world of advertising is changing for marketing directors. In fact, some CMO’s are now responsible for producing their own video content. So, for our CMO who is bound by this budgetary nightmare, let’s answer the most basic of questions, where do you start?

If I had a Watson, I could say it was elementary (my dear Watson, that is.) The first thing you should have is an idea of your objective for this video. So, the script is a great starting point, however, even before the script you should prepare a creative treatment. In production the creative treatment is the equivalent of the business executive summary. The creative treatment outlines the object, theme and important aspects of the project and will provide your team with enough information about what will take this project to the next level. Budgeting for your production.

I will say that pricing can vary, but remember that you get what you pay for in this industry. A training video, a sales video and a broadcast commercial have very different budgets. Your quality will show up in the final product. Keep in mind that your production is a demonstration of your brand and by “cheaping out” you will also lessen the value of your brand. However, there are some easy ways to keep a project in budget and still get great quality. Lets explore how to create a budget and get the most our of your production. Consider asking yourself the questions below as you develop the budget.

Do you need help with creative concept development?
Do you need a script written?
Do you want storyboards?
Do we need to hire actors or voice talent?
Does a set need to be constructed in a studio?
Do you need makeup?
Will you be inside or outside?
Do we need to travel and for how long?
What format do you want the video shot in?
What level of postproduction quality are you looking for?
Do you need additional graphics and animation?
Do you want stock music or composed music?
What will be the final output product?

As you develop a budget, keep in mind that the high quality work you are accustomed to watching every night on TV can run from $200,000 to $2,000,000 per finished minute. Now we assume that is not what you will spend, but a good production company will ask many, many more questions before giving you an estimate on what your video will cost. Corporate videos can range from $500 per finished minute to $8,000 per finished minute, in a competitive marketplace.

Before you start budgeting for your next project, give us a call and let us see if we can help provide professionalism and suggestions to work within your budget. www.videowisegroup.com

Will I-POD take over TV too?

As the Consumer Electronics Show opened in Las Vegas and as Microsoft giant Bill Gates readies for a battle with Apple, Steve Jobs was launching a show of his own. Welcome Apple TV! At is has been introduced and is ready to take on the world of television entertainment, the fierce competitor Xbox IPTV elects to use their amazing marketing skill and opt out of the international CES show with a little show of their own. Both contenders are entering the {television} ring and both have been training for this fight for years. The contenders are circling the ring, fists in the air and quick feet beneath them.
With 62% of the of the digital media market, Apple has come to this fight to win. Apple currently sells more music than Amazon.com and has signed multiple deals to sell television programs and movies from the itune site.
Wait, why am I still using a PC?

Camera Release

I cant stand it, I just read a review and I would love the opportunity to shoot with a new CineAltaF23. For capturing 1080P video, it is being touted as the premier in the industry. The CineAlta F23 is a professional camera which can capture in pretty much any mode under the sun, thanks to its three 2/3-inch CCD sensors. The F23 captures video at up to 59.94 progressive frames per second at a resolution of 1920 x 1080 pixels in 4:4:4 sampled color. In English, this means is that all of the color information is preserved, making working with green screens much easier and generally making the video look higher in quality. There’s no built in recording deck, but it can be twinned with the new SRW-1 digital recorder, which can be fitted onto the camera itself and captures the full uncompressed video. The new camera will be available in the spring and will most certainly be available for you to play with at the 2007 Consumer Electronics show.

Video Budget, per finished minute

As VideoWise Group sets out on our journey to create and produce dynamic video content for our clients, we are forced to see how the world of advertising is changing for marketing directors. In fact, some CMO’s are now responsible for producing their own content. So, for our CMO who is bound by this budgetary nightmare, let’s answer the most basic of questions, where do you start?
If I had a Watson, I could say it was elementary (my dear Watson, that is.) The first thing you should have is an idea of your objective for this video. So, the script is a great starting point, however, even before the script you should prepare a creative treatment. In production the creative treatment is the equivalent of the business executive summary. The creative treatment outlines the object, theme and important aspects of the project and will provide your team with enough information about what will take this project to the next level. Budgeting for your production.
I will say that pricing can vary, but remember that you get what you pay for in this industry. A training video, a sales video and a broadcast commercial have very different budgets. Your quality will show up in the final product. Keep in mind that your production is a demonstration of your brand and by “cheaping out” you will also lessen the value of your brand. However, there are some easy ways to keep a project in budget and still get great quality. Lets explore how to create a budget and get the most our of your production. Consider asking yourself the questions below as you develop the budget.

• Do you need help with creative concept development?
• Do you need a script written?
• Do you want storyboards?
• Do we need to hire actors or voice talent?
• Does a set need to be constructed in a studio?
• Do you need makeup?
• Will you be inside or outside?
• Do we need to travel and for how long?
• What format do you want the video shot in?
• What level of postproduction quality are you looking for?
• Do you need additional graphics and animation?
• Do you want stock music or composed music?
• What will be the final output product?

As you develop a budget, keep in mind that the high quality work you are accustomed to watching every night on TV can run from $200,000 to $2,000,000 per finished minute. Now we assume that is not what you will spend, but a good production company will ask many, many more questions before giving you an estimate on what your video will cost. Corporate videos can range from $500 per finished minute to $8,000 per finished minute, in a competitive marketplace.
Before you start budgeting for your next project, give us a call and let us see if we can help provide professionalism and suggestions to work within your budget.

U-Tube-erific!

OK. It’s official: Google has bought YouTube for $1.65 billion. That Billion with a “B,” or the GDP of several small third world countries. Really? Consumer driven video is worth 1.6? Hum, perhaps the advertising world should begin to reexamine their creative skills and give the creative tools to the consumer. Google announced the deal to buy the online video hosting service but the future holds YouTube and Google Video on the horizon. With Google’s marketing expertise and YouTubes viral success, this is a match made in heaven. Or so Google is betting! Eric Schmidt, CEO of Google described the two companies as “natural partners to offer a compelling media entertainment service to users, content owners and advertisers.” I will be watching (and forwarding) videos that are consumer driven and will look forward to how Google changes the way advertisers reach their consumers!