Syndicating Web Video

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Content creation on the Web, and the subsequent syndication of that content,
is pretty wild currently. And while it will forever - in my opinion -
change the landscape by introducing new players to an old club, it will
not be without its casualties.

We have asked ourselves the best strategy to remain off of the casualty
list as a major new content syndicator to the market.

The current media landscape lacks the old model's barriers to
distribution. It's also dismantled the broadcast clock that has molded
our minds to ingest everything in multiples of 30 minutes - inclusive of
the commercial that made viewing media cost free to consumers.

Today, the tools to create, distribute, and syndicate are abundant,
providing a roadmap for everyone who has a voice to be heard - but not
everyone will be heard.

Company: AnswersTV

Industry: Web video content

Video play: The company is trying to create segments that will attract viewers on the Web and across other media.

Strategy: Web video syndication is the key to independent content creators attracting viewers and advertisers.

Distributing content to the Internet and other platforms requires that some
questions be asked.

Does anyone care about your voice?
We think they will if your material is relevant and knows its audience.
In today's truly on-demand world, viewers will have little patience for
material that does not engage them, entertain them, and satisfy them for
the reasons they clicked in the first place.

Not everyone can be served by the same material, nor does the material
that is created need to be served only to those in the sought-after
demos. There are many, many folks around to create an audience for the
right type of information. So, know your audience and program to them.
Content doesn't need to so polite any longer. The Web is unregulated and
uncensored to a large degree. You can afford to give your tasteful
productions an edge.

Not everyone is as dumb as we are led to believe!
Traditional mass media needed to find that happy medium of the greatest
audience, and often sacrificed others who may have been attracted to an
approach that was more relevant to them. Today broadband media allows
for your audience to be addressed in the way they require. So, address
your audience at the intelligence level they deserve.

Does quality matter?
We maintain that at the end of the day quality will always prevail in
the visual medium, as it has in most industries. More is not better - a
few hours of compelling, intelligent programming seems to be worth more
than endless hours of filler. The public knows quality in production and
style and will gravitate to it. Your viewers and syndication partners
will recognize this.

The technical side of things need to also reflect the quest for quality -
from video capture to edit to sound to encoding. Always encode at the
highest specification your audience and bandwidth costs can handle - the
better the encode, at higher bytes, the better and bigger the picture
can be. Size does matter when watching video.

Think about shelf life of content.
If you are going to do really timely production, make sure your audience
will be able to get to it before it is outdated and of no value.

How do I get my material out there?
There are lots of ways to get video on the Web: You can syndicate with
any number of off-the-shelf products. You can build your own player and
syndication platform, though this can be costly and time consuming. You
can find aggregator of content and let them syndicate it for you.

Organic growth from publishing the content on social networks, blogs,
and user-generated sites can increase awareness. Optimize your site for

Is there a format length for video that works?
There are lots of schools out there claiming their research shows people
only watch short-forms of video. I have heard less than a minute, up to
three, no more than 10, and full-length TV episodes and features all
work. I maintain that people will Can I make money?
The models for making money are also shifting form traditional CPM to
CPC to time on site to time of video watched. I don't think one model
will dictate, but I do think that the monetization of video on the Web
will continue to grow. It may be from PPV, cost savings in hard
distribution, traditional advertising and sponsorship models, or

Jeff Bohnson is the CEO of AnswersTV, which creates and syndicates
original programming on the Web at, and across other
media. is creating original content, including segments on magic (as in the clip above), cooking and health. The company is syndicating that content across the Web and through video-on-demand services.