A Point in Every Direction is the Same as no Point at All

By KIm Castle and W. Vito Montone | Business

Jun 19

As I have gotten deeply involved in the digital landscape…the audience behavior, the massive activity surrounding it and the top-line data points of YouTube takes me back to an article Kim and I wrote year ago called, “A Point in Every Direction is the Same as no Point at All.”

Yes, it was inspired by Harry Nilsson’s album and video, “The Point.”

The gist being, you’re lost if you can’t pick a direction and stay on course driving everything toward it. It is hard enough to create anything of quality, and especially so, when there are no rules.

When setting a course in this media rich world, you must understand how technology is disrupting the entrenched entertainment industry. This is not bad, it is your opportunity.

We are used to thinking of video as television. Television content is well classified into dozens of genres and formats even if they mixed up to keep it fresh – e.g. dramedy, docudrama, reality-doc, etc.

Since the YouTube platform allows virtually anything, development of sellable show format must balance the creative and economic opportunities along the entire exploitable spectrum.

So I started by searching the creative content on YouTube and scouring any YouTube guidance including its “Creator Playbook.” This is no small feat and I’m not sure I’ll ever be done since 100 hours of video are now uploaded to YouTube every minute.

At YouTube’s core it is just like TV…just completely different…you tell a story and get paid based on the audience you reach…every genre is represented—scripted episodic in short and traditional lengths, socially woven stories, films, docs, talk shows, news—the list goes on and on.

The very important difference between the traditional and direct digital platforms is:

• Traditional media is platform centric (broadcast or cable) with a high financial barrier to entry and well established economic rules using a one-to-many communication path enabling an “implied”control of the audience, i.e. the audience is assumed and has no say about it.

• The digital space is relationship centric (audience) via social interaction with a low financial barrier to entry with no mature economic methods using a many-to-many communication path providing a real-time connection and metrics directly from the audience.

My goal is not to live by one versus the other, but to embrace both using a creative path to leverage it all. I will start with digital direct to reverse engineer it into traditional.

I suggest you do the same!

© Castle Montone, Limited

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