Many of us “industry veterans” have marveled to see the exponential rate of speed at which our industry has grown. My partner, Mark Schulze, started our video production business “Crystal Pyramid Productions” in 1981. So together we have witnessed the advent of videotape (VHS, Beta (which met with a tragic death), ¾”, 1”, Betacam SP, D2 and DVCam). We moved from 4x3 standard definition to 16x9 HD. Then we abandoned tape and entered the digital realm of discs and cards. We held our breath during the “3D Scare,” thinking we might have to address the need for it with our clients. Fortunately, nobody seems to appreciate wearing those 3D glasses.
The Super Bowl packs enough drama to turn even the most unrepentant non-fan into a super fan for a day. Leading up to the 51st face off, we had the hype, the social media darlings, and the hashtags. Some hoped their team would #RiseUp. Others wondered if theirs would win #OneMore. At the core of all of it was one thing: the story.
Have you tweeted about a game you watched on television this week or shared a clip of a goal on Facebook? If you haven’t, chances are someone you know has. Across sports broadcast production, we’re seeing social media playing a much more prominent role. Broadcasters are using interactivity to their advantage, getting profound and valuable feedback from their audience and engaging with them to leverage multiscreen interaction.
We have to start with the Super Bowl. Every year millions of viewers gather in living rooms and man caves all over America and the world to soak in the spectacle that has become one of the most-viewed sporting events of the year. Think about it. Two weeks of pure hype leading up to Super Bowl Sunday. Five Million Dollars for a thirty-second spot. Countless hours of pre-game analysis and breakdown of almost every aspect of what is to come. A whirlwind symphony of production personnel by the hundreds and new technology with one goal. That one goal is to make the viewer experience unforgettable.
Broadway has gone from banished to A-List. Turn on the television and you are bound to find “Broadway-style” musicals. Who would have thought? I’ve known for a while that Broadway can mean big dollars, as have dozens of theater producers. This time around, however, networks—and big-time dollars—seem to be catching on, too.
Content is easy to create. All you need to do is throw some words on a page and you’re done. No thought, no time, no attention.
While I will agree that this is a form of content, I would suggest that as it relates to branding your business on the Web there is also no reason for it to exist. What does work is quality.
Your average VR project requires a lot of complicated equipment, a number of complicated steps, and a co-ordinated, full on team effort. In the distant future – think ‘flying cars and robot butlers’ distant – you may well be able to shoot 360 VR films on your iPhone (or future equivalent). For now, the process involves more than just reaching into your pocket and whipping out your phone.
The average human attention span is seven seconds. The average attention span of a goldfish is nine seconds.
You can draw your own conclusions here, but the truth is we would rather click play on a video than read an article about the same topic. In fact, if this article were in the form of a compelling video, it would get a higher engagement rate and you would feel like you know me a little better by the end. (My name is Paige, by the way. It’s only fair that I start by introducing myself.)
When Nixon and Kennedy squared off during the first televised presidential debate in 1960, it changed American politics forever. Last year brought a similar transformation--this time in the form of unfiltered tweets. The demand for first-person narrative has erupted alongside the powerful consumer technology that drives it, allowing everyday people to become influencers and public figures to leverage their following for political gain. The ways that we produce and consume content are in constant evolution, yet one common theme holds steady: fact or fiction, people want content that feels real.
Let’s tee off some action items and take a streamlined approach going forward that’ll really push the envelope and leverage our success. Got your spreadsheets ready? It’s time to go corporate.