Socially Wired

Let’s take a moment now to puzzle over all the attention the web papparazi showers on web shows the likes of Rocketboom, Geek TV (GETV) and the rest…

I’m as big a fan and supporter as any when it comes to the new niches afforded by the Long Tail. I mean I can understand why content like MommeTV exists, but it will be hard to convince me that the content offered by these indie shows is stronger than the content offered by traditional outlets… for now.

There is definitely a learning curve involved here. I understand it’s about the personal “conversation” and that a lot of this content is endearing to viewers fed up with glossy over-produced “TV” content (ET).

But that novelty period fades fast. And I personally think we’ve passed the honeymoon phase with user generated content. Yes personality counts. Yes originality counts. But how about just plain bearable? I found today’s episode of Rocketboom almost unwatchable… and that’s supposed to be one of the internet’s winners!

How bad do they get? How about The Adventures of Capt. Dale for instance… it’s hard to believe its creator would even bother including an RSS subscription tag. For whom? The computer illiterate guy clicking on it thinking it’ll launch a new page?

Shows like AskaNinja and the financially geared Wallstrip do better jobs at meeting viewers’ expectations. And it should be no surprise that both have relatively high production values.

The dirty truth about video blogs is that old media exiles and former television producers usually launch the most interesting and successful vlogs. Wallstrip is a case in point.

Which brings me then to the ultimate question. What makes for a great video blog or webshow?

Well one obvious point is the intimacy and proximity offered by online video. Whether it be a monitor, cellphone, or Ipod the viewer’s proximity to the content will obviously affect the way he engages it. Adam Elend, the producer of Wallstrip, had these points to offer on the topic. (Normally I’d permalink but his blog doesn’t seem to have permalinks for distinct posts).

1) The viewer will see the story more intimately, so tell it more intimately. Not just tighter shots and close ups, but stories that focus on one character. (I’m talking fiction or non-fiction storytelling here). That’s one reason why Wallstrip is centered around one personality - our host, Lindsay.

2) Authenticity is the gate keeper. From two or three feet away, I can see all your flaws. I can judge for myself if you’re lying to me. The realism bar for me to buy into the story is a whole lot higher. In terms of non-fiction, that means being self-reflexive, acknowledging when something you’re doing is silly or risky. It might mean breaking the “fourth wall” and talking directly to the audience. In Wallstrip, we are relentlessly self-referential. We do shows about our lack of popularity, we talk about our audience and specific characters we’ve built out of audience members. We sometimes talk conversationally with the audience (”I know what you’re thinking,” etc.)

3) Be intimate with your audience. People think about “interactive storytelling” in literal terms - strict structures where audience members have an opportunity to influence the direction of the story (voting on American Idol, for example). But the best kind if interactivity is completely organic and unplanned. It’s about carrying on a conversation. Every morning, I wake up and read all the comments on Wallstrip. I also read every blog post or web article that mentions us. I don’t take action based on these comments, but they influence my understanding of who we’re talking to when we’re writing and directing. They give me a more complete understanding of the world I’m making narrative choices in. As Fred Wilson described, our Jack-in-the-Box show evolved from these conversations with our audience.

I think the big take away is this: TV anchor-like personalities will find it hard to engage an online, more intimate audience. Yes you will always have your Katie Courics, but I think the online host is one who naturally belongs to his audience (a hardcore gamer hosting a hardcore gamer vlog), or an incredible actor playing the role of a host who can successfully endear him or herself to the audience.

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This entry was posted on Monday, November 13th, 2006 at 8:10 am and is filed under Online Video. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.