Posted tagged ‘youtube’

Rob Long on New Media

March 3, 2009


Rob Long, the former executive producer of Cheers, came and gave a talk a few weeks ago.  His talk was about the opportunity that exists for young entrepreneurs in the New Media market space.

The media landscape is in a turbulent state of flux. In the old days of mass culture, people would sit and watch TV passively. Producers could count on having an audience at least until the end of a show; in the days before the remote control, the studios’ audience probably wouldn’t even change the channel during the commercials. After the clicker, producers started having to compete for the audience’s attention with other shows on different channels and in the same time slots. Then came TIVO, which give the audience the forbidden fruit, the ability to fast forward through commercials.  The exploding popularity of media delivered over the internet and cell phone devices has even further diminished the power of TV advertising.


The change that is happening right now is a return to the entertainment patterns of the past. Two-hundred years ago people would play games, read, listen to music, chat, or work in the evening.  In the past 60 years,  people sat in a dark room and stared at a screen. Long made the point that our entertainment is turning back to what it has been throughout history. People are chatting over the internet, sharing music, playing video games, reading blogs, and maybe doing some work on the computer. YouTube, Facebook, Twitter, and other New Media bring this change back in entertainment on a massive scale since you can now reach the world in an instant.  Television producers are seeing people interact on these new media platforms while watching TV, or maybe even instead of watching TV. Commercials are less effective because the audience is not engaged in watching the show; they are engaged in a facebook application, YouTube, or some other form of New Media. New Media is a problem for studios, they don’t know how to make money off of it– no one does. The playing field is level because there are no experts and the field is so new. We have the same chance at finding out how to make money on New Media that the studios do. In fact we have an edge because we are the customer! The future of business in entertainment is free game, it is our job to take find a way to make the money. Here at JP Catholic we have the media skill, we have the business knowledge, next year we will have computer science expertise. As we combine our efforts I’m sure we’ll find the answer.


New Media Advocacy: Lessons Learned (4 of 4) (October 2008

February 4, 2009

Lesson 4: D-grade Celebrities and Viral Video

Maggie Gallagher is the person the White House calls whenever they need advice on public policy about families. Jim Holman owns 4 major newspapers in San Diego, and has been a pro-life activist for years. Bishop Salvatore Cordileone is, well… a bishop! These are all people that we got to meet face-to-face, and work side-by-side with, on these activism videos. They’re not “famous,” but they do have more clout than the average person. Maggie calls herself a D-grade celebrity.

Towards the end of the election season, we developed a real hard hitting script about the conflict between religious liberty and sexual liberty. The plan was to leverage our connections with “D-grade celebrities” to give it even more punch. In selecting ‘actors’ to deliver the lines, we picked friends of the university who already had a following of some kind: the Culture of Life Family Clinic, Bishop Cordileone, and our own Professor Barber. People aren’t googling their names on a regular basis, like Eduardo Verastegui, but they are well known in a specific community. Our theory was: by tapping into those communities, we could help our video spread more quickly.

The lesson learned here came from failure. The video we put out got just over a thousand views by election day. Timing worked against us, because it was put out just a few days before November 4, and while it was good (in production value, in script…) it just wasn’t unique enough to compel large numbers of people to tell their friends. Not with all the other election videos out there…

There is a happy ending, though! The script inspired our very own Matt Connors when he made his famous “Catholics Appalled at Anti-Mormon Slur” video. Our let-down in one area spawned another video that gathered more than 115k views. Aside from Matt’s downright inspiring choice of music and images, he (and Professor Barber) tapped directly into a sentiment that the entire Mormon community shared, and he released his video immediately after it hit the most heated point. Final lesson learned? Appeal to people’s hearts, and never delay when you’ve got something no one else is saying.

New Media Advocacy: Lessons learned (1 of 4) (October 2008)

February 4, 2009

Elections are in a week and a half!

Working on these videos has been a heck of a roller coaster ride, but now our filmmaking efforts are drawing to a close. Our cutoff point for new material is next Tuesday. What we have done by then will have a week to circulate, make whatever impact it’s going to make, then the decisions will be made. I tell ya, there’s absolutely nothing like putting your foot into a job, to teach you what works and what doesn’t. These are some of the lessons I’ve picked up along the way:

Lesson 1: Cross-platform videos


Warning: fake video player. do not click 🙂

About a year ago, a web series came out called Quarterlife. Episodes were 8-10 minutes long, broadcast on myspace twice a week. It gathered a few million viewers. Decently successful, right? They sold to NBC, who turned it into an hour-long TV show and broadcast it during prime time. It failed. Cataclysmically. But the concept is: create content that can gather an audience online, and then be used in a different medium without too much hassle. Normally the target medium is television.

The biggest asset we had in developing these ads was Professor Dunn. He’s worked on TV commercials for longer than I’ve been going to school. Not just college, we’re talking grade school. He’s also won two Telly awards for his work. He was our creative oversight, helped generate ideas, and reviewed pretty much everything before it went online. He made sure that every youtube video was either 30 seconds or a minute long, which is the length of a television commercial.

One reason for that is: we’re already trained to digest information in pieces that size. Another is that they are instantly reusable, if someone likes what they see. More on that later…

JP Catholic sweeps video competition! (October 2008)

February 4, 2009

Sarah’s Law, a pro-life legislative campaign in California, put up cash prizes for a youtube video competition. The results were announced today.

Drumroll please…………

Honorable mention $250:
Patrick Lyon – Holly’s Story
Mollie O’Hare – Bubble Spoof

Second prize $500:
Matt Salisbury – Control Freaks

He put a lot of time into making that one, I’m glad it won. Stop motion is so labor-intensive…

First prize $1,000:
Child Predator by Professor Dunn, featuring the one and only Matt Connors!

This video has now been turned into a banner ad, showing Matt’s face and some of the lines of dialogue. It is also being edited down to 1 minute right now, so that it can start showing on cable TV. They’re buying time slots in the NorCal market first, and if it does well there, it’s “to the moon!”
There was also a third prize awarded and two more honorable mentions, but we don’t know much about them. 4 out of 7 prizes went straight to JP Catholic, though. Not a bad showing for the school, eh? Hehe, and that’s $1,000 more floating around in the student’s pockets. Just for making films. Talk about your economic stimulus. 🙂

Archive: New Media Advocacy: Lessons Learned (3 of 4) (October 2008)

January 31, 2009

Lesson 3: Minimize human elements

Notice anything interesting about this video?

This commercial has no live footage. It’s picture cutouts, text, and graphics. That means it required no scheduling of actors, no managing locations, no lights or camera equipment, no hassle getting people to the set… It cut out a huge chunk of logistics and headaches in the creation process. The message is still communicated in a clear and compelling way (compelling enough that McCain would pay for it), but after the class we take on Flash and CS3, a JP student could make this video in an afternoon!

We thought that was a pretty cool efficiency and applied it to two of our videos. To make 4 “Men in Black”, we pulled some pictures off the net and threw together a flash animation of popping peoples. Voiceover and editing, and voila! 36,000 views by election day. The Bubble ad was the same way, except that we used a single still image for the background, and brought in Matt Connors to do some visual effects.

NOTE: this post only discusses production efficiencies (how to transform an existing script to video). How to actually write a good script for these videos is another issue entirely. Working with Prop 8, we discovered how useful market research is in the process. The majority of Schubert Flint’s time was spent collecting data on exactly who needs to hear the message and what they’re worried about. It allowed them to target their advertising, and make the most impact with the commercials they produce.