The path to becoming a next gen media maker gets easier every year but not necessarily clearer. Gone are the days of sharing VHS tapes and booking public broadcast airtime. The YouTube uprising is in full swing, 13-24 year-olds watch more content on YouTube than they do via their television screens. Nurturing young media makers today means preparing them for the online world but what exactly does that entail?
The Digital Platform Revolution has changed the kind of content people care about. It’s also changed how we want it to be delivered. Traditional media companies are either struggling or drastically altering their business plans. The pending purchase of Time Warner by AT&T will soon pair up 130million+ mobile customers with Time Warner’s large offering of content – including Warner Brothers, CNN, HBO, and more. Meanwhile, YouTube’s partnership program is allowing next gen media makers to become celebrities, and highly paid influencers, all from the comfort of their bedroom – or their local Youtube Space. (If a YouTuber has more than 10,000 subscribers, they have free access to sound stages in nine major cities!)
In 2016, people live on-demand lives. Their schedules don’t allow them to catch their favorite shows at airtime – and why would they when television ad breaks are becoming more and more frequent. This increased advertising is supposed to make up for the loss in viewers but common sense tell us this will have the opposite effect. Cord-cutting is on the rise and there are over 47 million U.S. Netflix subscribers – 87 million worldwide. With the rise in on-demand services, media makers have a wide array of platforms for content distribution, most of which are free to use – and monetizing content has never been easier. Product sponsorships and pre-video advertisements are easy to set up, and if you’re a larger channel the companies will come to you – this is how influential, and widely viewed, online content has become.
The dark side of all this prosperity is that there are instant critics who will shoot down videos the second they are posted. Competition, and the dating of video trends, mean that next gen media makers need to have their fingers firmly on the pulse of the online world. For students whose aims are more towards the traditional TV and Film industries, the Digital Platform Revolution means that it’s never been easier to get noticed. Producers are interested in viral videos and fan campaigns. If you have a following then they will listen.
Alongside the shakeup of video distribution is the revolution in camera technology. Today, most students carry around a smartphone which is well equipped for shooting low budget pilots and shows. These students should still be taught the old ways of doing things but there should also be case studies on the kings of online content, like Casey Neistat (5.8million subscribers, 1.3billion views) whose genre defining vlogs have shown the world that internet video can be serious business. It can’t be long until there’s an Academy Award for best online video. For next gen media makers, learning how to manage digital platforms can be just as important as film theory.