Content Makers Can’t Keep Up With Screen Makers

Jim Louderback, CEO of Revision3 Internet Television in San Francisco flew down to L.A. for the Digital Hollywood conference currently underway in Marina del Rey.

He came away with some interesting observations that Ad Age is happy to share with the likes of us.

One executive from NBC pointedly said that “we make television episodes and short form content”, and that the former were real entertainment, and the latter basically ads. Another derided online video as “podcasts”, said with a sneer curling about his bushy upper lip. Well I’ve got news for you two – and the others there too. Video is video. What’s the difference between The Osbournes and Shay Carl? I mean besides the fact that Shay gets nearly 400,000 views for each of his 220 episodes, and a million folks love his family so much that they’ve subscribed to his channel.

Shay Carl? Never heard of him. Until now:

Hmmm, I don’t see myself going back for more Shay Carl and company. Maybe the Hollywood guys have a point.

One of Louderback’s other observations is that people at the conference want badly to believe that consumers are getting close to digital saturation.

“If you’ve got device fatigue, you’re not living in today’s world,” Louderback contends.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.