Wildcast @ Wildscreen


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  • About obsolescence...

    Use photography as an example... use writing and publishing as an example. The 'ametuerization'... the point at which the tools become as ubiquitous as the number 2 pencil does not create endless competition... it actually creates tremendous *appreciation* for professionals. Youthful soccer fans become tomorrows soccer fans that support soccer superstars...

    What do all these things have in common... they are economies based on people appreciation. Widespread access to all these things spurs greater innovation and appreciation. I'll bet you a beer that in 20 to 50 years time professional videographers and director are even more rockstar than they are today. This will explode the industry.

    LOL... I'm a designer... when desktop publishing software came out I was in school... I went to a student conference where the keynote speaker started by saying 'paper of plastic?' ... 'you're all going to be grocery bagers... the world doesn't need designers'... That was 1996... the world's need for designers has since exploded... and even after the .com bust it's still exploding.

    In a virtual world where everything is manmade and information and communication can take ANY form we're in desperate need of a whole new breed of designers and information architects... the sky is the limit. Videoblogging is just one example of the forms media can take.
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Wildcast @ Wildscreen

  1. 1. Wildcast Presented at Wildscreen by Kim Wolhuter www.wildcast.net Narrowcasting African wildlife - live from the bush © Kim Wolhuter 2006
  2. 2. Wildcast © Kim Wolhuter 2006 The greatest threat we, as filmmakers, face today is the threat of becoming irrelevant In the 2/3 years we’re out filming our next blue chip, the world is passing us by at lightspeed Witness youtube: founded Feb ‘05, sold Oct 06 for 1.65bn. Serving over 100m videos a day
  3. 3. <ul><li>Welcome to the Revolution </li></ul><ul><li>Where everyone’s a publisher : </li></ul><ul><li>Tools are free and easy to use </li></ul><ul><li>Broadband is ubiquitous </li></ul><ul><li>Everything’s captured in digital </li></ul><ul><li>… and audiences are fragmenting quickly: </li></ul><ul><li>More time spent online </li></ul><ul><li>Broadcast audiences dropping </li></ul><ul><li>The whole notion of what entertainment is, is changing before our eyes </li></ul><ul><li>Social media goes mainstream </li></ul><ul><ul><li>participating in online communities now a compelling activity for many </li></ul></ul><ul><ul><li>everyone can find their niche online </li></ul></ul><ul><ul><li>creating and sharing content is becoming a new full-time hobby </li></ul></ul><ul><ul><li>this means fierce new competition for an audience’s finite attention </li></ul></ul>Wildcast } this all = an explosion in content © Kim Wolhuter 2006
  4. 4. Wildcast So, if you can’t beat them… join them… © Kim Wolhuter 2006 is our attempt
  5. 5. Wildcast © Kim Wolhuter 2006 Our mission is to share the experience of living and working amongst Africa’s wildlife, with the world
  6. 6. Wildcast <ul><li>A Platform for Storytelling </li></ul><ul><li>We are trying to tell our stories using rich media: </li></ul><ul><li>Blog Posts </li></ul><ul><li>Video clips </li></ul><ul><li>Photos </li></ul><ul><li>Sounds </li></ul><ul><li>Maps </li></ul><ul><li>Published under creative commons </li></ul><ul><li>Attribution, non-commercial </li></ul><ul><li>Encourage remixing </li></ul><ul><li>And for use in education </li></ul>© Kim Wolhuter 2006
  7. 7. Wildcast <ul><li>A Platform for Community </li></ul><ul><li>We are trying to create 2 way conversation with the community through: </li></ul><ul><li>Comments </li></ul><ul><li>Polls </li></ul><ul><li>Quizzes </li></ul><ul><li>Q&A </li></ul><ul><li>Skypecasts & Chat </li></ul><ul><li>The conversation happens across the web: </li></ul><ul><li>at Flickr </li></ul><ul><li>on Youtube </li></ul><ul><li>on Google Earth </li></ul><ul><li>and across the blogosphere </li></ul>© Kim Wolhuter 2006
  8. 8. Wildcast <ul><li>A Platform for Publishing </li></ul><ul><li>We are trying to build an interactive multimedia channel : </li></ul><ul><li>Narrowcasting rather than broadcasting </li></ul><ul><li>Delivered over broadband (IP) </li></ul><ul><li>Targeting a very specific niche in the long tail: </li></ul><ul><li>African wildlife enthusiasts </li></ul><ul><li>The community subscribes to the channel via RSS or email </li></ul><ul><li>Content delivered directly to them everyday fresh from the bush </li></ul><ul><li>Could be anything from photos to short form documentaries made for broadband </li></ul><ul><li>Can be aggregated/syndicated by major new media publishers (eg Yahoo, etc) </li></ul><ul><li>Opportunity to build a global media microbrand </li></ul>© Kim Wolhuter 2006 African wildlife enthusiasts
  9. 9. Eye out some examples The photos in this presentation and 3,189 others are on Flickr http://www.flickr.com/photos/wildcast/ Wildcast subscribers get a daily video clip of the highlights of the day’s filming http://youtube.com/profile_videos?user=wildcastr Wildcast © Kim Wolhuter 2006
  10. 10. Wildcast <ul><li>A Platform for Marketing </li></ul><ul><li>We are trying to build an audience for all future productions: </li></ul><ul><li>The community can follow along with “the making of” </li></ul><ul><li>Involve the community in the process: </li></ul><ul><ul><li>Feedback and ideas </li></ul></ul><ul><ul><li>Suggestions on direction and areas of interest </li></ul></ul><ul><ul><li>Solicit contributions </li></ul></ul><ul><li>This kind of community participation fosters viral marketing </li></ul><ul><li>Ready-made audience by the time the production goes to air </li></ul><ul><li>Helps broadcast partners - provides them with an alternative marketing channel </li></ul><ul><li>Opportunities for cross-selling back catalogue and merchandise </li></ul>© Kim Wolhuter 2006
  11. 11. Wildcast <ul><li>The Dirty Secret </li></ul><ul><li>Building an audience is extremely difficult </li></ul><ul><li>So much content out there </li></ul><ul><li>So many new entrants, especially the talented amateurs </li></ul><ul><li>Attention is a very scarce commodity and it’s a struggle to capture a share </li></ul><ul><li>It’s a totally level playing field now </li></ul><ul><li>Talent and creativity is assessed and judged by the masses, not by the suits </li></ul><ul><li>A whole new set of marketing skills are needed: ie socialnetworking online </li></ul><ul><li>The definition of entertainment changes everyday </li></ul><ul><ul><li>Yesterday it was a fat bloke doing the numa numa dance </li></ul></ul><ul><ul><li>Today its lonelygirl15. Will it ever be “Predators at War”?? </li></ul></ul><ul><li>Connectivity is still “basic” in the bush </li></ul><ul><li>Monetization mechanisms still at early stage (“Goobe” will change that) </li></ul>© Kim Wolhuter 2006
  12. 12. Wildcast <ul><li>Looking into The Future </li></ul><ul><li>Exciting things await us online where video is about to go seriously mainstream </li></ul><ul><li>The division of labour is now complete: </li></ul><ul><li>We can focus purely on content creation and audience-building </li></ul><ul><li>Google (and others) will handle the rest: </li></ul><ul><ul><li>Provide the community platform </li></ul></ul><ul><ul><li>Manage the hosting </li></ul></ul><ul><ul><li>Handle video delivery AND </li></ul></ul><ul><ul><li>Provide the monetization mechanisms (contextual advertising eg post roll ads) </li></ul></ul><ul><li>New set top boxes (media center and iTV) take online video into the livingroom </li></ul><ul><li>For now, it looks like the future of content is FREE (but ad supported) </li></ul><ul><li>Those who can engage a community will be the winners </li></ul><ul><li>Broadband in the bush will open up exciting livecasting opportunities </li></ul>© Kim Wolhuter 2006
  13. 13. Wildcast © Kim Wolhuter 2006 Thanks for listening in
  14. 14. Contact Us www.wildcast.net [email_address] Wildcast © Kim Wolhuter 2006