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News from the Future of Public Media
Innovation in Focus: ITVS’ Digital Survey Report
email discuss Posted by Micael Bogar on Sep 2, 2008 at 10:40 AM
New distribution technologies such as Snag Films and social networking tools such as Facebook and Twitter could help social-issue filmmakers reach viewers and build networks of public action. But will they? And if they do, does anyone still need public broadcasting? According to a recent survey, the answers are yes, and yes.
Independent Television Service (ITVS), public broadcasting’s production entity for “innovative programming for underserved audiences,” has for years reliably offered filmmakers market information that helps them adapt to a changing marketplace (sometimes in conjunction with the Center: go to the New Deal report and the New Deal 1.5 report). Its latest report is now available, a survey of more than 400 professional producers regarding their outlook on the transition to digital media.
Filmmakers are using new media for promotion online—blogs, social network, their own websites—and production in high definition. Producers want more information and a more robust online community. They need ITVS and public broadcasting; over 90 percent of the producers cited a strong independent online brand as critical to the future of documentary promotion. But they also want “a reasonable cut.”
Our takeway: Public broadcasters and distributors of social-issue documentaries need to treat filmmakers as more active partners, and release rights they can’t exploit better than the filmmakers can. They also need to jump on the Web. 2.0 learning curve, to bring powerfully-trusted brands such as ITVS and PBS onto new screens. That way, public media for a participatory future grows with some of its most professionally-competent content providers: independent producers.
Discussion
Stay on top of market trends and competition in the interactive television industry. Find detailed reports and profiles in interactive television advertising, VOD, TiVo, Digital Television, Cable and Satellite markets. Specific features include market share, segmentation, size, projections, opportunities and growth in the US and UK, Europe, Asia and worldwide.
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micheel