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<p>Finding a format that users love and that advertisers love has been on the minds of many internet and media execs for some time now. Yahoo <a href="http://www.nytimes.com/2009/03/16/technology/internet/16yahoo.html?_r=1&partner=rss&emc=rss">thinks it may have found that format</a>: niche, short-form shows that are designed <em>not</em> to compete with television.</p>
<p>The shows will resemble the company's "<em>Primetime in No Time</em>" show, which recaps the most interesting TV happenings of the day in 2 to 5 minutes. It generates 400,000 on an average day and according to The New York Times, this makes it "<em>one of the most popular recurring series made for the Web</em>". Verizon Wireless sponsors the show.</p>
<p>The first new show Yahoo is launching under the same format is "<em>Spotlight to Nightlight</em>", which will cover celebrity mothers. Its sponsor, State Farm, was looking to reach a female audience and believes that the package Yahoo is providing will allow State Farm to "<em>own the environment around the discussion</em>".</p>
<p>That's important, since <strong>advertisers are looking for good value and measurable results</strong> in these tough times. If Yahoo can provide those things while providing video content that doesn't cost an arm and a leg to produce but is still attractive to viewers, it may have a winning formula.</p>
<p>Of course, there are no guarantees. There are a lot of intangibles when it comes to online video and as we've seen over the years, <a href="http://www.usatoday.com/life/lifestyle/2007-10-24-viral-videos-main_N.htm">nobody has proven</a> to have the ability to produce viral hit after viral hit. So it remains to be seen whether Yahoo will be able to take the format that has worked with "<em>Primetime in No Time</em>" and replicate its success over and over.</p>
<p>Nonetheless I think <strong>Yahoo is wise to recognize that it shouldn't be competing with television</strong> and I suspect that more producers of online video will eventually come to the conclusion that their success may not lie in competing with television either.</p>
<p>Online video can, and <em>will</em>, define <em>itself</em>.</p>
<p>Finding a format that users love and that advertisers love has been on the minds of many internet and media execs for some time now. Yahoo <a href="http://www.nytimes.com/2009/03/16/technology/internet/16yahoo.html?_r=1&partner=rss&emc=rss">thinks it may have found that format</a>: niche, short-form shows that are designed <em>not</em> to compete with television.</p>
<p>The shows will resemble the company's "<em>Primetime in No Time</em>" show, which recaps the most interesting TV happenings of the day in 2 to 5 minutes. It generates 400,000 on an average day and according to The New York Times, this makes it "<em>one of the most popular recurring series made for the Web</em>". Verizon Wireless sponsors the show.</p>
<p>The first new show Yahoo is launching under the same format is "<em>Spotlight to Nightlight</em>", which will cover celebrity mothers. Its sponsor, State Farm, was looking to reach a female audience and believes that the package Yahoo is providing will allow State Farm to "<em>own the environment around the discussion</em>".</p>
<p>That's important, since <strong>advertisers are looking for good value and measurable results</strong> in these tough times. If Yahoo can provide those things while providing video content that doesn't cost an arm and a leg to produce but is still attractive to viewers, it may have a winning formula.</p>
<p>Of course, there are no guarantees. There are a lot of intangibles when it comes to online video and as we've seen over the years, <a href="http://www.usatoday.com/life/lifestyle/2007-10-24-viral-videos-main_N.htm">nobody has proven</a> to have the ability to produce viral hit after viral hit. So it remains to be seen whether Yahoo will be able to take the format that has worked with "<em>Primetime in No Time</em>" and replicate its success over and over.</p>
<p>Nonetheless I think <strong>Yahoo is wise to recognize that it shouldn't be competing with television</strong> and I suspect that more producers of online video will eventually come to the conclusion that their success may not lie in competing with television either.</p>
<p>Online video can, and <em>will</em>, define <em>itself</em>.</p>
2009-03-16T04:32:06+00:00
0
1
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<p><strong><img alt="" height="66" src="http://farm1.static.flickr.com/231/497294952_c06a81d93b_t.jpg" style="margin-left: 5px; margin-right: 5px; float: left;" width="100" />Web video is hot. From the user-generated video content on YouTube to the professional video content on Hulu, everybody loves watching video online.</strong></p>
<p>But achieving real success financially with online video has proven to be much more difficult than achieving popularity.</p>
<p><strong><img style="margin-left: 5px; margin-right: 5px; float: left;" src="http://farm1.static.flickr.com/231/497294952_c06a81d93b_t.jpg" alt="" width="100" height="66" />Web video is hot. From the user-generated video content on YouTube to the professional video content on Hulu, everybody loves watching video online.</strong></p>
<p>But achieving real success financially with online video has proven to be much more difficult than achieving popularity.</p>
false
3483
<p>For stats relating to online video, see Econsultancy's <strong><a href="http://econsultancy.com/reports/technology-adoption-statistics">Technology Adoption Statistics Compendium</a></strong>.</p>
<p>For stats relating to online video, see Econsultancy's <strong><a href="http://econsultancy.com/reports/technology-adoption-statistics">Technology Adoption Statistics Compendium</a></strong>.</p>
Yahoo takes a new approach with web video
false
2009-03-16T08:45:24+00:00
yahoo-takes-a-new-approach-with-web-video
2009-04-29T22:32:30+01:00
2009-10-13T10:06:31+01:00
1174