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Written by tom
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The internet has been witnessing a revitalisation of the short film. Once seen as a stepping stone, these small morsels of entertainment are becoming more and more high profile, BMW's 3 minute wonders are a fine example of this. We originally talked about this idea in the plugincinema book as well as in a recent blog entry. Now the idea is really taking off ;
"A newly formed NBC Universal production unit is teaming up with an advertising agency to create programs around sponsors' products, the company said....NBC Universal Digital Studio will work with a division of Omnicom Group Inc. to create programs that help advertisers sell their products, the entertainment giant announced in a statement Thursday. The programming will be broadcast on NBC Universal's digital properties, such as Web sites."
Product placement has been a familiar concept for many years now, in films as well as on TV. In the past, studios have been able to receive money from both the exhibition of the artefact, such as on a TV channel etc. and by selling copies, such as a DVD; as well as selling advertising and product placement. In the digital age, where the physics of media mean the first and second income method are on the way out, in terms of advertising at least, what would be the point in restricting the number of people who consume it? As we said in the book :
"In this case, the more the show is copied, the more 'viewers' it gets and the more people see the sponsors' message: TV on your PC."
There will of course, be a cultural creative cost associated with this method; the narrative will in some way need to be tailored to reflect the product. As we have all ready said, however, this is not a new concept just a little more overt. This is just one of the fascinating newly emerging models for providing revenue for content provision on the internet.
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