Put video on every window you can find

I came across a very interesting new York Times article on how the internet is turning the traditional TV world upside down.

Lots of Little Screens: TV Is Changing Shape

The main point which grabbed my attention…

“One closely watched approach is the new online series “Quarterlife,” by Marshall Herskovitz and Edward Zwick, who produced “My So-Called Life.” Episodes first appear on MySpace TV, then are available the next day on Quarterlife.com, and a week later on YouTube, Facebook and Imeem. There is talk that they may even appear later on network TV — but as the last window, rather than the first.”

Stop and think about that for a second. And another second. Yes it’s interesting that a distribution hierarchy is emerging, with the huge number of options available, that was probably inevitable. It certainly makes sense, having the content appearing on the originating site first followed by Facebook, Youtube etc.

But the really fascinating point is these producers are considering putting TV at the bottom of that hierarchy. And if you compare the lumbering giant that is bandwidth restricted schedule-driven TV broadcasting, to the nimble agile world of the internet, where viewers can get what you want when you want it - well it makes perfect sense.

The hierarchy will differ depending on the 'programme'. It's hard to imagine a world where Midsomer Murders or events like Strictly Come Dancing appear first on the web. But for a lot of other content, where else would you put your video first? That's where your primary audience is.