| With the increase in broadband Internet use web | | | | Smirnoff has released a rap video-spoof commercial |
| video's exponential rise can only be described as a | | | | on YouTube to promote its new iced-tea malt |
| media revolution. Content creators across the board | | | | beverage. Frito-Lay's Doritos are holding a contest for |
| are using web video to promote products, TV | | | | the best homemade commercial, the prize a 30 |
| shows, political opinion, personal video diaries, books | | | | second spot aired on CBS during this year's Super |
| and music. From professional advertisers to aspiring | | | | Bowl. Fashion magazine Glamour has produced three |
| adolescent filmmakers, sites like YouTube, AOL | | | | short films that will be shown in theaters and will be |
| Video, and Google Video are allowing the | | | | available on the company's website. Country Living, |
| democratization of video distribution and creating | | | | Time, and The Washington Post are increasing the |
| celebrities and fleeting fame on a daily basis. The | | | | use of Web video in their regular coverage and book |
| tools are readily available, the screen never before | | | | publishers offer online videos with behind- the-scenes |
| filled with so many shooting stars, and a real audience | | | | interviews with authors and movie-trailer-like |
| is there to witness the rise. | | | | synopses of the plots of novels. |
| By utilizing the concept of the "webisode," or a series | | | | Wow, this is incredible, insane, huge, but so what? |
| of short online videos that move along a particular | | | | What does this video explosion mean for media |
| storyline or theme, creators can harness the power | | | | artists, video producers, flash animators, streaming |
| of the web to develop legions of fans. One incredible | | | | web producers, music composers, sound designers |
| example is that of YouTube's recent star Lonelygirl15 | | | | and basically anyone who wants to expand their |
| whose fictitious online personal diary resulted in 2 | | | | audience? Well, from my perspective, two central |
| million views and became the fourth most popular | | | | points emerge. First, media artists can promote and |
| "channel" on YouTube. After months of doubt and | | | | market themselves and their work at levels never |
| questioning as to Lonelygirl15's true identity by | | | | before dreamed of with zero advertising expense by |
| viewers, bloggers, critics, etc. it has come to light | | | | utilizing sites like YouTube and Google Video. Any of |
| that she is in fact a creation of two aspiring | | | | us could create the next Lonelygirl15, in theory, and |
| filmmakers Ramesh Flinders and Miles Beckett. | | | | be splashed across thousands of media headlines. |
| Though their ploy discovered, the two now plan to | | | | Secondly, media artists can find opportunities, jobs, |
| take the Lonely Girl series and their hundreds of | | | | work, where none has previously existed. Go ahead, |
| thousands of fans to their own site. Whether their | | | | call up Smirnoff and inquire as to who handles their |
| massive media exposure will continue and if they can | | | | video production or if they have a process for video |
| translate this splash into longstanding film production | | | | submission. See if Anheuser-Busch is hiring producers, |
| careers remains to be seen, but their media impact | | | | flash animators, or sound designers for their new |
| cannot be denied. | | | | network or if Glamour is seeking new content for |
| In addition to filmmakers using webisodes for | | | | their film production. Since nearly all facets of our |
| promotional purposes, the advertising industry has | | | | society, businesses in all industries, government |
| jumped aboard with vigor with the inclusion of web | | | | agencies and media outlets, are beginning to use |
| video, webisodes, and short film as part of their | | | | video because of its easy and cheap distribution via |
| advertising campaigns. OfficeMax has produced a | | | | the web, the demand for video/animation/music has |
| reality show set to air on ABC Family cable and on | | | | never been greater and opportunities never so |
| Google Video. Home Depot is selling streaming video | | | | present as they are today. |
| to home improvement vendors on their website. | | | | |