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