Now that so many videos and other types of media are available online for viewers to find whenever they want, the companies that produce those media are having to approach their content in a non-traditional way. One of the changes the Online Video Watch blog has observed is fewer current event references in Web broadcasts than their television-based brethren.
With a traditional TV broadcast, the time viewers will see it is controlled, so producers can reference recent events without worrying about their viewers getting lost. Popularity on the Web tends to be inconstant for any particular video, and often comes in spurts separated by a time lapse, meaning producers can’t count on which events will be hovering in the forefront of their viewers’ minds.
Different networks have approached the problem of drawing viewers to them (as with a nightly TV broadcast) in different ways. CBS has made an effort to spread their content as far across the Web as possible, in the belief that wide availability will help catch a viewer with so many choices on his plate. Contrarily, NBC/NewsCorp has focused on producing professional-grade content that viewers must seek out only at select, protected portal sites to force viewers to come to them.
So far, neither strategy has proved superior to the other, but in the constantly changing sphere of Web video (and the access to information it gives online users), attracting a dedicated audience will likely prove as important as the nightly “appointment” of a traditional TV broadcast.
(Source: Online Video Watch)
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