What do top Internet video series The Guild, Diggnation, The Gap Year and Sofia’s Diary all have in common? They use social media to engage their audiences, making the viewing experience more interactive and luring in viewers and advertisers, according to a new case study, “WeVision: The Four Steps to Online Media Success,” from digital media research company Futurescape.
“Digital audiences can be remarkably generous to shows that reach out and involve them. They are prepared to contribute ideas, give practical support and even donate money to production costs,” said Futurescape co-founder Özlem Tunçil of the report. “Web TV shows are a laboratory where the hottest innovation is taking place, so it’s where to look for the principles of entertaining the new digital audience.”
Futurescape looked at 50 original series produced for the Internet in different regions of the world and chose to follow six that had attracted major sponsors and had run for more than one season to understand what they did right.
Included in the study is The Guild, a series about the misadventures of online gamers produced by actress Felicia Day, who had a role in Buffy 1-7 dvd box set and in Buffy creator Joss Whedon’s wildly successful online series Dr. Horrible’s Sing-Along Blog. In its first season, The Guild attracted millions of viewers who supported the show through PayPal donations. Microsoft signed a distribution deal for the second season, putting the show on MSN, Zune and Xbox Live. Then Sprint signed on as a sponsor. Both signed The Guild to a third season this week. The show also is available on DVD through Amazon’s CreateSpace DVD-on-demand service and is sold as a download through Amazon.
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