distributing video to the masses
DESCRIPTION
The cost of creating video for the Web has plummeted, but it is still one of the most expensive elements of many Web site or Web 2.0 initiatives. Publishers want results—and it’s up to you to get them. In today’s world, your video needs to be in several places simultaneously, with great hooks bringing users back to your Web site. In this session you’ll learn how to become a hyper-syndicator, publishing your video to devices including cell phones, laptops, and televisions. Video publishing may start with an embed code, but so much more is possible—and this session will show you how to take advantage of the best opportunities available.TRANSCRIPT
Distributing Video to the Masses
Richard Harrington - RHED Pixelwww.RHEDPixel.comwww.RHEDPixel.tv
www.VidPodcaster.comwww.RasterVector.com
Session Description
The cost of creating video for the Web has plummeted, but it is still one of the most expensive elements of many Web site or Web 2.0 initiatives. Publishers want results—and it’s up to you to get them. In today’s world, your video needs to be in several places simultaneously, with great hooks bringing users back to your Web site.
Session Description
In this session you’ll learn how to become a hyper-syndicator, publishing your video to devices including cell phones, laptops, and televisions. Video publishing may start with an embed code, but so much more is possible—and this session will show you how to take advantage of the best opportunities available.
Richard Harrington, PMP
RHED Pixel (www.rhedpixel.com)
Adobe Certified Expert & Trainer
Apple Certified Trainer
Avid Certified Instructor & Master Editor
Project Management Professional
Teach courses on digital media production and web content
Author of Several Books
Agenda
Agenda
State of Internet usage & Web video
Driving the costs of Web video down
Hyper-syndication
Branding your video
Promoting your video
RHED PixelWeb Video Experience
Web Video Experience
Understanding Adobe Photoshop
Creative Cow’s Final Cut Help
Creative Cow’s Photoshop for Video
Aperture 2 Quick Tip
Photoshop CS4 Sneak Peak
Producing Video Podcasts
Web Video Experience
Secrets of Style with Kim Foley
Peachpit Press Author Tips
The Moment it Clicks
Inside the Digital Media Classroom
Health Matters at Work
American Chemistry Society
Web Video Experience
OnMicrosoft
OnNetworking
OnOpenSource
OnSecurity
OnSoftware
Google Web Toolkit
Web Video Experience
Layers TV (guest & consult)
Inside Mac TV (guest & consult)
Photoshop User TV (guest & consult)
MacBreak Work (guest)
MommyCast (production)
Diet Coke – Red Dress Campaign (production)
State of the Internet
Internet for the Masses
0%
20%
40%
60%
80%
100%
50%55%
62%
72% 75%81% 81% 82% 83% 85%
1999 2001 2002 2003 2004 2005 2006 2007 2008 2009Arbitron/Edison Research Media
Residential Broadband
0%
20%
40%
60%
80%78%
68%
60%
48%
38%
28%
20%
15%
21%28%
37%
48%
58%
69%76% 82%
2002 2003 2004 2005 2006 20072008
2009
Dial-Up BroadbandArbitron/Edison Research Media
People Who’ve Watched Internet Video Last Week
Arbitron/Edison Research Media
0%
5%
10%
15%
20%
25%
30%
3%
7% 8%
12%15%
18%
27%
2003 2004 2005 2006 2007 2008 2009
69 million
All Adults Who Have aSocial Networking Profile
Arbitron/Edison Research Media
34%
66%
Yes No
2009
Arbitron/Edison Research Media
12–24 Year Olds Who Have aSocial Networking Profile
Arbitron/Edison Research Media
64%
36%
Yes No
2009
Arbitron/Edison Research Media
92% of all teens own a portable media player
86% own an iPod
100% new purchase plans iPod
97% purchases at iTunes Store
Teen Viewing/Listening?
Piper Jaffray's 17th bi-annual teen survey
Have Heard of Podcasting
22%
78%
Yes No
43%57%
2006 2009
Arbitron/Edison Research Media
Have Tried Podcasting
0
10
20
30
200820072006
11% 13% 18%
Arbitron/Edison Research Media
22%
2009
21%
12%
20%
22%
17%
8%
12-1719-2425-3435-4445-5455+
Podcasting Demographics
Arbitron/Edison Research Media
“We can expect to see (podcast downloading) become increasingly popular as portable content media players proliferate.”
Michael LanzNielsen/NetRatings
The Future is Downloads
Driving the Costs of Web Video Down
Budgeting Guidelines
Treat more like ENG style shoot
Consider spending money to save money
Multitalented Crew & Multi-CamHard Disk Recorders
Look to pack day/schedule
Maximize locations
Balancing Production
Carefully choose acquisition format
Select talent carefullyKeep it shortRehearse during changeovers
Use shot list & keep shot ratio very low
The Simple Truth
It’s all about project management
You must scale productionto meet the budget and client needs
You need to think more like local news than feature film
Multiple Screens
Multiple Screens
Desktop & Laptop
Portable Media Player
Television
Mobile Phones
Desktop & Laptop
Video Sharing Websites
YouTube
Adobe TV
Revver
Vimeo
Howcast
Blip.tv
Dailymotion
Veoh
Important to Hyper-syndicate
Tube Mogul
Volatile market
Read terms of service
Look for integration with social media sites
Video Sharing Websites
Portable Media Player
Podcasting is distributing highly targeted, syndicated programs (shows) over the Internet in an audio or video format that interested audiences can subscribe to.
What is Podcasting?
Multiple Occurrences/Serialized
Ability to Subscribe
Uses RSS Feed
Can be Joined/Left at End User’s Discretion
In Order to be a Podcast...
Opt-in audience
Subscribers can watch or listen at their convenience
Emerging technology with little competition
Can target and track niche markets
Provides “walk away” brand extension
Viral communications medium... Good content is shared freely
Podcasting Benefits
Submit the Feed
iTunes –www.Apple.com/iTunesPodcast Alley – www.podcastalley.com/Zune Marketplace – www.zune.netPodcast Directory – www.podcastdirectory.comPodcast Alley – www.podcastalley.comOdeo.com –
www.odeo.com/iPodder.org –www.ipodder.org/Podcast Pickle – www.podcastpickle.com/MeFeedia – www.mefeedia.com/digg –www.digg.comAdobe Media Player –www.adobe.com
Podcast Hosting
MobileMe
PodHoster
mDialog
Libsyn
HipCast
Archive.org (CC)
GoDaddy
CacheFly
SwitchPod
Television
The Path to TV
Apple TV
TiVo
Western Digital TV
Windows Media Center
Adobe Media Player
Mobile Phones
iPhone
16,500,000+ iPhone owners in50 countries
Apple second largest mobile phone company in the world
80% of iPhone owners watch video daily
iPhone owners watch video 4x more often than other smart phone owners
mDialog
Developing Content
Video based content should add to the broadcast by delivering information that cannot be relayed in an audio only format.
Relevant Visuals
Content must be kept brief, engaging and to the point.
If content is not intended to be viewed on a portable device, larger frame sizes can be used.
Develop for Portability
Shooting, graphics, and editing must be designed appropriately for intended purpose: superior audio for small speakers, content designed for smaller window with lower frame rates.
Develop for Portability
Existing content must be evaluated for web delivery.
Can also be used as B-roll for newly developed content.
Existing content can be re-edited into an episodic format for Podcast delivery.
Leveraging Content
Flexibility
Clean
Match Style of Show
Consistency in Style
Easy to update
Web Video Graphic Needs
Tests to Perform
Check Graphics in Black and White
Affects how easy the viewer can comprehend the information
Contrast Test
Check Graphics on intended player or device
View at different scales
Do a “LCD” test
Compression Test
More about style of graphics
Business of background to foreground
Be sure to address type on pattern issues
Use backgrounds or shadows/glows
Readability Test
Being able to read the graphics before they animate off the screen
Balancing speed and style with viewer comfort
Read Time
Brand Throughout
Some Useful Tools
Feed Validator
Use Feed Validator
www.feedvalidator.org/
Identifies errors and recommends solution
More on Compression
http://www.apple.com/itunes/store/podcaststechspecs.html
FeedBurner
Ideal for streamlining and republishing content
www.feedburner.com
Provides detailed user and item usage statistics
Lijit
Makes it easy to incorporate powerful searches into blogs
www.lijit.com
Provides detailed information about what readers are looking for
WidgetBox
Allows blog or podcast to be turned into a headline widget
www.widgetbox.com
Easily integrates with other sites including facebook
Animoto
High-End Slideshows
Easy to Use
Allows for Tight Musical Integration
Can Save as Stand-Alone File
Pro membership level available
Searchable FLV
Allows for Flash Video to be indexed
Improves Accessibility
Allows for Search Engine findings
Questions &Answers
Resources
Resourceswww.RHEDPixel.com
www. RHEDPixel.tv
www.PhotoshopForVideo.com
www.FinalCutHelp.com
www.RasterVector.com
www.VidPodcaster.com
www.KelbyTraining.com
www.CreativeCow.net
www.FocalPress.com
www.Peachpit.com
www.LayersMagazine.com
www.FMCtraining.com
www.ProVideoCoalition.com
www.CSFour.com
Author of Several Books
After Effects for FlashFlash for After Effects
Just released
Searchable video
Explores CS4 features
Emphasis on interaction between Flash and AE
Producing Video Podcasts
Explores entire process
Offers best practices
Good for those new to video
Companion website is www.vidpodcaster.com
Resource Websites
www.FinalCutHelp.comwww.RasterVector.com www.RHEDPixel.tv
www.PhotoshopforVideo.com www.VidPodcaster.com
UnderstandingAdobe Photoshop
Digital Imaging Essentials
Photoshop for VideoEssentials for Digital Video
Photoshop CS4 Sneak PeekA Close Look at the New Features of CS4
Final Cut HelpTraining for Apple’s Final Cut Studio
Aperture 2 Quick TipUsing Aperture for Professional Results
Producing Video PodcastsThe Podcast for Video Podcasters
Podcasts
Richard HarringtonRHED Pixel (www.rhedpixel.com)
Technical Questions viaCreative Cow
All Resources link from www.RHEDPixel.tv
Available for consultation
Feel free to grab a business card
Contract# GS-07F-0053V541–1 Advertising Services
541–4B Video/Film Production
541–5 Integrated Marketing Services
Contract# GS-07F-0054V541–4E Commercial Photography
541–4B Commercial Art and Graphic Design
Resourceswww.RHEDPixel.com
www. RHEDPixel.tv
www.PhotoshopForVideo.com
www.FinalCutHelp.com
www.RasterVector.com
www.VidPodcaster.com
www.KelbyTraining.com
www.CreativeCow.net
www.FocalPress.com
www.Peachpit.com
www.LayersMagazine.com
www.FMCtraining.com
www.ProVideoCoalition.com
www.CSFour.com