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Time to ramp up your online video content?

Who hasn’t wanted to make a television show at least once in their life?

I’ve been kicking myself for the last 20 years for not making the celebrity chef series I thought of in the late 1980s. Damn you Jamie Oliver.

These days, not only is video production a whole lot easier, it’s about to get extremely popular.

As a medium, moving pictures are older than the airplane – but it is only now that they can be delivered to us almost instantaneously on just about any device over the Internet and phone networks. It’s not quite where we want it to be – but it will only be a few years from now before instant streaming of HD video is standard fare.

This in turn will bring about an enormous change in the way video is used in business and in leisure time, we’ve already seen this with YouTube – which is now the second biggest search engine on the planet after Google.

Videos can be made and delivered cheaply and quickly to targeted audiences without having to pay for airtime. If you’ve got an exceptional video, you can upload it to YouTube and you could have millions of people watch it – that day.

Many media companies are coming to realise this as they ramp up their video content. AOL is planning to increase video content from 4 per cent to 70 per cent of their editorial output.

Brands are beginning to question the value of making traditional television commercials and are devoting part of their budgets to making their own content for online audiences, such as Facebook users.

Internally, large companies are realising that a good way to communicate with staff is through the medium of video.

The television industry’s delivery mechanism is changing and anyone can conceivably have a crack at making a program now.

As Internet-connected televisions and broadband fibre networks transfer the online viewing experience from your workstation or mobile to the lounge-room, all of a sudden long-form video will be watched online.

But the rush to produce online video is similar to the late 1990s when every business just had to have a website – why didn’t matter.

What makes good television will be equally true online – and the difference is programming.

Think like a television station, in terms of audience, programs, schedules, promotions and sponsors.

The expensive, one-off corporate video that the board just loves will, in future, have its true value rated by YouTube hits. You don’t have to make a viral spoof video and you don’t have to have 24-hours of content, but to stand out you will have to be compelling.

Now’s the time to think about making that show.

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