CMP Technology is retooling "The News Show" in an effort to give it a more sophisticated look. The online program, which features IT executive talking about myriad technology issues, debuted in June 2005 and has been on a break since the Aug. 31 edition.
"It's been temporarily put on hiatus, sort of like `The Sopranos,' " said Fritz Nelson, senior VP at CMP, who has been charged with revamping "The News Show." "We want to take a breather and develop a new iteration."
Nelson said CMP hopes to relaunch the program in early 2007.
"When we first started, [the show] was very low tech, and it was on a shoestring budget," Nelson said. "But now in a world of online video, we have to push to go to a higher quality."
Nelson added: "Low-tech had its appeal at the start, and [users] thought it was charming. But over time, people expect more professionalism in online video, and we have to find a way to stand out. ? We're moving away from amateur video to quality video."
CMP has recruited professional video producers and directors to improve the program. The length of "The News Show," originally between five and seven minutes, will likely be reduced, Nelson said.
In the next few weeks, CMP will huddle with past and potential advertisers on "The News Show" to get a better handle on "what works and what they want to see," Nelson said. Sponsors of the show have included AT&T, CA, Dell, IBM Corp. and Microsoft Corp.
David Hallerman, senior analyst at online research firm eMarketer, said b-to-b media companies need to work out the initial bugs of online video to make it a more effective marketing vehicle.
"In terms of business communication, some people need a formal tone to online video," he said. "The other perspective is: In a world where people are bombarded with information, [b-to-b media companies] might do something more entertaining in online video in order to cut through the mass of information."
According to eMarketer, spending on online video advertising will reach $410 million this year, 82% more than was spent in 2005, and $2.9 billion by 2010?a projected 11.5% of total online spending ($25.3 billion).
CMP continues to run "CRN TV," a weekly online video program that covers the reseller channel. It also recently debuted "CIOs Uncensored," a quarterly video program on Information Week's Web site.
"We're investing in online video with both human and technology resources," Nelson said. M