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Filed under: Business •Distribution •Mobile Devices •

4 Ways Video Is Fundamentally Changing

If you’re interested in the business of video beyond just shooting and editing it, you might enjoy reading Shishir Mehrotra of Google’s recent article over on ClickZ. He notes “In my position at YouTube, I’ve observed this market over the last few years, and have taken note of the ways in which it is fundamentally changing.” His four main macro-changes are:

• Hyper-Fragmentation
• Great Content Can Come From Anywhere
• Advertisers Can Create Content That Users Love
• There Is No Online Video, Just Video

For many of you, the first two may fit into the “well, DUH” category; Shishir even notes the first one is “not a new story.” The last one is something we’ve been personally preaching for years: The sooner you blur the lines between broadcast and web video from the production side, the better, because the viewer already expects them to be of the same quality - just as they expected “local market” or cable TV to look as good as the major networks. That third one may come as a bit of a surprise to the cynical, but anyone who has seen videos like the Evian Roller Babies (and not to mention, its view counter) realize it’s becoming true. Regardless, it’s a good read, as well as something to pass onto your clients.

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