Will advertising dictate the style of video we produce?

An interesting snippet from ‘political’ blog/columnist John Brummett’ , blogging about the Arkansas Times which posted footage of a snap-and-grab interview with Governor Mike Beebe

… Times’ blog’s reader/responders have been positively lapping up this video, posting their delight that they could see their new governor in real-time action for themselves over an exended period, and thus size him up directly without the filter of the traditional journalist, the middle man. Newspaper quotes apparently never did it for them. Newspaper columnists’ observations and opinions must not have, either. And television? Forget television. Local news is now 30 minutes of weather, crime, car ads and silly sports homerism. Local TV doesn’t cover local politics and government competently anymore, or much at all, and when they do make a little report, they show only meaningless soundbytes. Radio? It’s all mindless gab and bad or tired music, except NPR, which a lot of people think is biased. Dinosaur out.

Some Interesting issues to get your teeth in to there. But an article over at the FT.com highlights one possible issue in this approach. Will putting to YouTube pay the wages?

User-generated video sites such as YouTube and MySpace will earn only a fraction of the advertising budgets available for more professional online programming, according to a study.

Peter Chernin, News Corp president, quoted in the story, thinks he knows the reason:

“We do not see big advertisers advertising with YouTube or MySpace. They have concerns about the content … and there is no scarcity value for the content … so there is very little ability to monetise video advertising on user-generated video.”

This has a slight whiff of a PR job here- MSM seeking to sink the competition – after all the ‘trust’ thing is one that pops up again and again as a way of denigrating the online way . But it makes you think.

Will dragging the distribution of this stuff in house mean that there is more chance of bringing in advertisers? If it does, and it works,will advertising dictate the style of video we produce?

Will we see an end to the kind of content, and approaches to creating it, that seems to succeed with the audience in favour of that ‘professional online programming’?

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