As the internet is evolving into a viable cultural industry consumers are demanding more original content. Repurposed (aggregated) content is being replaced by original pre-purposed content that embraces the potential of the internet.

The Long Tail of entertainment and service broadcasting is beyond the reach of conventional television broadcasters. Gradually consumers are being able to access programming privately through their computers and cell phones and publicly through digital signage. This programming will be by definition far more targeted and therefore relevant. What ultimately differentiates alternative broadcasting from conventional television is the relationship between the broadcaster and the consumer.

Content on demand can be as simple as clicking a mouse. This negotiation for content provides mass to the “Long Tail”. This is why the iTunes Music Store and Amazon.com will sell more media than a traditional retail outlet – simply because they have it in stock. This negotiation also defines the development of content. Real time traffic analysis will soon replace television ratings as a determination of what the consumer wants to watch.

While we have produced a variety of content for the internet our most significant project to date was the production of a series of online & interactive videos for Microsoft Home Magazine. Working with the online magazine’s editorial and art staff we constructed a series of videos and supporting content that gave their audience plenty of reasons to spend time interacting with the site. Presently Microsoft Home Magazine enjoys over 100,000 unique visits a month.

Microsoft Home Magazine