Distributing Video To The Masses

Distributing Video to the Masses Richard Harrington - RHED Pixel www.RHEDPixel.com www.RHEDPixel.tv www.VidPodcaster.com www.RasterVector.com

Session Description The cost of creating video for the Web has plummeted, but it is still one of the most expensive elements of many Web site or Web 2.0 initiatives. Publishers want results—and it’s up to you to get them. In today’s world, your video needs to be in several places simultaneously, with great hooks bringing users back to your Web site.

Session Description In this session you’ll learn how to become a hyper-syndicator, publishing your video to devices including cell phones, laptops, and televisions. Video publishing may start with an embed code, but so much more is possible—and this session will show you how to take advantage of the best opportunities available.

Richard Harrington, PMP RHED Pixel (www.rhedpixel.com) Adobe Certified Expert & Trainer Apple Certified Trainer Avid Certified Instructor & Master Editor Project Management Professional Teach courses on digital media production and web content

Author of Several Books

Agenda

Agenda State of Internet usage & Web video Driving the costs of Web video down Hyper-syndication Branding your video Promoting your video

RHED Pixel Web Video Experience

Web Video Experience Understanding Adobe Photoshop Creative Cow’s Final Cut Help Creative Cow’s Photoshop for Video Aperture 2 Quick Tip Photoshop CS4 Sneak Peak Producing Video Podcasts

Web Video Experience Secrets of Style with Kim Foley Peachpit Press Author Tips The Moment it Clicks Inside the Digital Media Classroom Health Matters at Work American Chemistry Society

Web Video Experience OnMicrosoft OnNetworking OnOpenSource OnSecurity OnSoftware Google Web Toolkit

Web Video Experience Layers TV (guest & consult) Inside Mac TV (guest & consult) Photoshop User TV (guest & consult) MacBreak Work (guest) MommyCast (production) Diet Coke – Red Dress Campaign (production)

State of the Internet

Internet for the Masses 100% 82% 83% 85% 80% 81% 81% 72% 75% 62% 60% 55% 50% 40% 20% 1999 2001 0% 2002 2003 2004 2005 2006 2007 2008 2009 Arbitron/Edison Research Media

Residential Broadband 78% 80% 82% 68% 76% 69% 60% 60% 58% 48% 48% 40% 37% 38% 28% 21% 28% 20% 20% 2002 2003 2004 15% 0% 2005 2006 2007 2008 2009 Arbitron/Edison Research Media Dial-Up Broadband

People Who’ve Watched Internet Video Last Week 69 30% million 27% 25% 20% 18% 15% 15% 12% 10% 7% 8% 5% 3% 2003 2004 0% 2005 2006 2007 2008 2009 Arbitron/Edison Research Media

All Adults Who Have a Social Networking Profile 2009 34% 66% Arbitron/Edison Research Media Yes No

12–24 Year Olds Who Have a Social Networking Profile 2009 36% 64% Arbitron/Edison Research Media Yes No

Teen Viewing/Listening? 92% of all teens own a portable media player 86% own an iPod 100% new purchase plans iPod 97% purchases at iTunes Store Piper Jaffray's 17th bi-annual teen survey

Have Heard of Podcasting 2006 2009 22% 43% 57% 78% Arbitron/Edison Research Media Yes No

Have Tried Podcasting 2006 2007 2008 2009 30 20 10 11% 13% 18% 22% 0 Arbitron/Edison Research Media

Podcasting Demographics 8% 21% 17% 12-17 19-24 25-34 35-44 12% 45-54 55+ 22% 20% Arbitron/Edison Research Media

The Future is Downloads “We can expect to see (podcast downloading) become increasingly popular as portable content media players proliferate.” Michael Lanz Nielsen/NetRatings

Driving the Costs of Web Video Down

Budgeting Guidelines Treat more like ENG style shoot Consider spending money to save money Multitalented Crew & Multi-Cam Hard Disk Recorders Look to pack day/schedule Maximize locations

Balancing Production Carefully choose acquisition format Select talent carefully Keep it short Rehearse during changeovers Use shot list & keep shot ratio very low

The Simple Truth It’s all about project management You must scale production to meet the budget and client needs You need to think more like local news than feature ﬁlm

Multiple Screens

Multiple Screens Desktop & Laptop Portable Media Player Television Mobile Phones

Desktop & Laptop

Video Sharing Websites YouTube Howcast Adobe TV Blip.tv Revver Dailymotion Vimeo Veoh Google Facebook

Video Sharing Websites Important to Hyper-syndicate Tube Mogul Volatile market Read terms of service Look for integration with social media sites

Portable Media Player

What is Podcasting? Podcasting is distributing highly targeted, syndicated programs (shows) over the Internet in an audio or video format that interested audiences can subscribe to.

In Order to be a Podcast... Multiple Occurrences/ Serialized Ability to Subscribe Uses RSS Feed Can be Joined/Left at End User’s Discretion

Podcasting Benefits Opt-in audience Subscribers can watch or listen at their convenience Emerging technology with little competition Can target and track niche markets Provides “walk away” brand extension Viral communications medium... Good content is shared freely

Submit the Feed iTunes – www.odeo.com/ www.Apple.com/iTunes iPodder.org – Podcast Alley – www.ipodder.org/ www.podcastalley.com/ Podcast Pickle – Zune Marketplace – www.podcastpickle.com/ www.zune.net MeFeedia – Podcast Directory – www.mefeedia.com/ www.podcastdirectory.com digg – Podcast Alley – www.digg.com www.podcastalley.com Adobe Media Player – Odeo.com – www.adobe.com

Podcast Hosting MobileMe Archive.org (CC) PodHoster GoDaddy mDialog CacheFly Libsyn SwitchPod HipCast

Television

The Path to TV Apple TV TiVo Western Digital TV Windows Media Center Adobe Media Player

Mobile Phones

iPhone 16,500,000+ iPhone owners in 50 countries Apple second largest mobile phone company in the world 80% of iPhone owners watch video daily iPhone owners watch video 4x more often than other smart phone owners

mDialog

Developing Content

Relevant Visuals Video based content should add to the broadcast by delivering information that cannot be relayed in an audio only format.

Develop for Portability Content must be kept brief, engaging and to the point. If content is not intended to be viewed on a portable device, larger frame sizes can be used.

Develop for Portability Shooting, graphics, and editing must be designed appropriately for intended purpose: superior audio for small speakers, content designed for smaller window with lower frame rates.

Leveraging Content Existing content must be evaluated for web delivery. Can also be used as B-roll for newly developed content. Existing content can be re-edited into an episodic format for Podcast delivery.

Web Video Graphic Needs Flexibility Clean Match Style of Show Consistency in Style Easy to update

Tests to Perform

Contrast Test Check Graphics in Black and White Affects how easy the viewer can comprehend the information

Compression Test Check Graphics on intended player or device View at different scales Do a “LCD” test

Readability Test More about style of graphics Business of background to foreground Be sure to address type on pattern issues Use backgrounds or shadows/glows

Read Time Being able to read the graphics before they animate off the screen Balancing speed and style with viewer comfort

Brand Throughout

Some Useful Tools

Feed Validator Use Feed Validator www.feedvalidator.org/ Identiﬁes errors and recommends solution

More on Compression http://www.apple.com/itunes/ store/podcaststechspecs.html

FeedBurner Ideal for streamlining and republishing content www.feedburner.com Provides detailed user and item usage statistics

Lijit Makes it easy to incorporate powerful searches into blogs www.lijit.com Provides detailed information about what readers are looking for

WidgetBox Allows blog or podcast to be turned into a headline widget www.widgetbox.com Easily integrates with other sites including facebook

Animoto High-End Slideshows Easy to Use Allows for Tight Musical Integration Can Save as Stand-Alone File Pro membership level available

Searchable FLV Allows for Flash Video to be indexed Improves Accessibility Allows for Search Engine ﬁndings

Questions & Answers

Resources

Resources www.RHEDPixel.com www.CreativeCow.net www. RHEDPixel.tv www.FocalPress.com www.PhotoshopForVideo.com www.Peachpit.com www.FinalCutHelp.com www.LayersMagazine.com www.RasterVector.com www.FMCtraining.com www.VidPodcaster.com www.ProVideoCoalition.com www.KelbyTraining.com www.CSFour.com

Author of Several Books

After Effects for Flash Flash for After Effects Just released Searchable video Explores CS4 features Emphasis on interaction between Flash and AE

Producing Video Podcasts Explores entire process Offers best practices Good for those new to video Companion website is www.vidpodcaster.com

Resource Websites www.RasterVector.com www.FinalCutHelp.com www.RHEDPixel.tv www.PhotoshopforVideo.com www.VidPodcaster.com

Podcasts Understanding Adobe Photoshop Digital Imaging Essentials Photoshop for Video Essentials for Digital Video Photoshop CS4 Sneak Peek A Close Look at the New Features of CS4 Final Cut Help Training for Apple’s Final Cut Studio Aperture 2 Quick Tip Using Aperture for Professional Results Producing Video Podcasts The Podcast for Video Podcasters

Richard Harrington RHED Pixel (www.rhedpixel.com) Technical Questions via Creative Cow All Resources link from www.RHEDPixel.tv Available for consultation Feel free to grab a business card

Contract# GS-07F-0053V 541–1 Advertising Services 541–4B Video/Film Production 541–5 Integrated Marketing Services Contract# GS-07F-0054V 541–4E Commercial Photography 541–4B Commercial Art and Graphic Design

Resources www.RHEDPixel.com www.CreativeCow.net www. RHEDPixel.tv www.FocalPress.com www.PhotoshopForVideo.com www.Peachpit.com www.FinalCutHelp.com www.LayersMagazine.com www.RasterVector.com www.FMCtraining.com www.VidPodcaster.com www.ProVideoCoalition.com www.KelbyTraining.com www.CSFour.com

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Distributing Video To The Masses

by Richard Harrington

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