VIDEO
 

As I previously mentioned the core idea is modeled on the specialty cable channel, but has features that give it the sort of appeal we expect from a web-based service. Most importantly, interactivity.

Of course the magazine concept does not require a streaming video component. You could have an online magazine -- an e-zine -- about pets, about home renovations, about skiing in the Amazon valley, about underwater alligator hunting -- whatever. The essential feature is that the site focuses on a narrow field, and includes a variety of things of interest to people interested in that narrow field. "All alligator hunting, all the time."

But this site is about streaming video. So we are investigating how the specialization of the e-zine can be used to package streaming video. If I was to create an online Video Magazine, I would begin by including the following features.

1. The magazine site would appeal to a wide enough target niche to attract enough visitors that I could sell advertising to companies interested in reaching that target niche. (Presumably, not underwater alligator hunting.)
    
2. It would contain both information and entertainment, both of which would be designed to generate traffic. Information would be accumulated in directory form: for example, create a database of "The 50 best places to go underwater alligator hunting". Plus there would be lists of tour operators, equipment suppliers, restaurants and resorts that appeal to UWAhunters, etc. Entertainment would be constantly being updated: Stories about UWAH, interviews with renowned UWAHunters, regular updates on developments in the UWAH industry, etc. Streaming video lends itself beautifully to this job.
    
3. I would look for advertising opportunities throughout the site content, and I would try to make it streaming advertising. For instance, I would try to sell companies listed in the directory on the concept of streaming media advertising -- audio, video, or flash. You click on their link and you're taken to their ad. I would offer a very cheap production service where we produce audio and/or video ads from still photos, audio voice overs, stock footage, etc. This would be one of the special features of my video magazine as opposed to an ordinary e-zine, or print ad placed in the traditional media -- ads are done in streaming media. Furthermore, they are interactive. As an ad runs in its special window, it triggers accompanying ads featuring other products offered by the company, or more in-depth descriptions of specific services. And there are links to their website and an email contact button.
    
4. I would run a core streaming program on the home page that would be structured as a playlist program, and would continually loop. It would feature my most recent production, interview, feature, as well as secondary features, information updates, and, of course, ads inserted between features. The core player/window would also have frames for premium advertising, again triggered by cues in the streaming content.
    
5. Many of my features would be done live or essentially live, to eliminate production delays and over-editing. I would create a format and a style that was interesting and of high quality, but where editing and mixing were kept to a minimum; a format that is easily reproducible, and conducive to fast content creation.
    
6. I would include interactivity that goes beyond simple web page and email links. Since one objective would be to develop a community of regular visitors, a Chat Room would be an interesting addition, especially if one regular feature of the site was a regular live webcast featuring a special guest. A Chat Room would allow people to interact with the guest in an interesting and informative way.

To see my sample Video Magazine, go to CityCast.ca
For the next article in this series go to "Cost Recovery and Advertising."