BrightRoll Blog

By Lewis Rothkopf, BrightRoll’s vice president of network development

April 23, 2009

There’s a great amount of buzz about “TV Everywhere” — everywhere! And while many consumers will be thrilled to have access to the video content they pay to see at home — everywhere — independent content producers have good reason to worry about the “big boys” moving in on their turf. After all, wasn’t the vacuum created by the lack of legal super-premium content the reason for the great success of independent video over the last four years?

Not completely.

It’s true that independent video filled an important void for those looking to watch something interesting during their lunch hour (or “other” time), but who weren’t interested in (insert-clichéd viral -video reference here). Yes, the fact that quality independent video took off was due in large part to a lack of serious competition, but also because it was engaging, well-produced and often compelling.

Now, those independent producers face an uphill battle in holding onto and growing their audience. They’ll be battling with some of the very best content in existence for very limited consumer attention spans. Because lunch hours (and even “other” time) are only so long, even compelling content isn’t enough anymore. To stay in the game, independent producers must assign equal importance to the editorial and business sides of their ventures.

To read the rest of the post, visit MediaPost’s Video Insider.