Age of Blockbuster is Over. Smaller Audiences for All.

“The age of the blockbuster is over,” Wired magazine editor Chris Anderson pronounced at the 2007 National Association of Television Program Executives (NATPE) conference in Las Vegas. Here are some interesting pieces of information as reported by B&C (Broadcasting & Cable).

• The event kicked off with a panel discussion about how to monetize content and compensate its creators. The panel included Anderson, whose wrote the dangerously over-quoted “The Long Tail.” He was joined by USA/Sci Fi President Bonnie Hammer, Jordan Levin, head of new media production/management company Generate, former AOL Chair/CEO Jonathan F. Miller and ICM Vice Chairman Robert Broder.
• During his speech, Anderson championed sites like YouTube and chided anachronisms. For instance, IAC/InterActive Corp. chairman Barry Diller said “People with talent won’t be displaced by 18 million people producing stuff they think will have appeal.” Anderson responded, “The future of video is a battle for eyeballs between professionally produced and user-produced content… which ultimately means smaller audiences for everybody.” (Then they hissed at each other).
• Much focused on how the talent should get paid. “In representing our clients, we do everything possible to get the best possible platform and the most financial reward,” said Broder, a lone voice speaking up for writers, directors and producers concerned they could be cut out of the pay chain. “Ad supported – fully-supported programming – is not out there [online] yet in any meaningful way.”

Anderson pointed out that in a long-tail world, content creators aren’t all looking to get paid. “People who are uploading video to YouTube, the vast majority of them have no expectation of compensation,” he said.  

Next up… WillVideoForFood’s thoughts on Video Long Tail.