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Friday, 10 August 2007 07:09

The 10 commandments of online television

The first session after the morning break at X Media Lab was Brian Gruber from FORA.tv (http://www.fora.tv/) relating his 10 commandments of online television as it relates to FORA.tv. Called ‘the YouTube for thinkers’ by Cnet, FORA.tv is an aggregator of video content from around the world, wrapped in a set of web 2.0 tools.Gruber's 10 commandments are:1 Banality will win out – as demonstrated by interest in Paris Hilton, driven by 50 years of creating television for the lowest common denominator audience. However, this should be no applied to all audiences.

2 Easy ways to find good stuff -
filters make the good stuff easier to find, while forwarded content provides a similar filtering process through human intervention. Content aggregation sites will also become more important as destinations for communities of interest.3 Shift in value to aggregators – declining production costs have lead to a vast increase in content sources. Too much choice is again balanced by new filters.4 Technology drives down cost – as demonstrated through the FORA.tv mode, that employs video-graphers to log content from all around the world.5 From destination to hyper-syndication – 70 percent of traffic comes from off the site, taking FORA.tv from a control environment to a viral network.6 My competitors are my collaborators – FORA.tv has moved from a aggregator to distributor, particularly through YouTube, while becoming a content partner to CSPAN.

7 Go global –
Gruber says the goal is not to look US-centric. In Christmas week l;ast year, the two cities with the highest traffic were Tehran and Riyadh. Content must be based on ideas that transcend borders.8 Consumption = Collaboration – sharing and participating are crucial for the audience. Through its dedicated player technology, FORA.tv offers a means of chaptering content to help people skip through to what they want, including searching by word, and then easily share content with others.9 The FORA ecosystem – the more partners involved, and the more sharing, the bigger the total impact. Hence a community is born.10 It’s a wonderful life – this is the best time ever for media innovation, thanks to low cost production and increasing broadband penetration.


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