The more ways you deliver your content (the more "channels" you use) the more people will see it
By Chris Waddington, NewTek EMEA
Back in the day, the only way to reach a decent number of viewers was mainstream TV. Viewers watched a programme when it was on air (or maybe taped if they were a real fan) and generally only ever watched it once.
When you look back, this seems positively archaic now. Think how people consume video today in so many different ways, in different formats and in different contexts. These days you can’t afford to simply produce a programme for a single use – if you do, you’re leaving tremendous value on the table.
The answer is to focus on multi-channel delivery, making sure you have every viewing option covered off. Here are five thoughts to consider.
1) One size doesn’t fit all
Today’s viewers aren’t the passive viewers of yesterday. They’re demanding. And they are used to their demands being met. Or else they move quickly onto something else.
This means you need to ensure you get your content to them on their terms – in a format they want, for the devices they’re using and at a time and place which suits them (and which can change as their preferences change).
Unsurprisingly, this means there is no one-size-fits-all approach to delivering the greatest value.
2) Multiply your options
Yes, your viewers’ demands can be bewildering, but an easy way to get started is to deliver simultaneous outputs of a single programme. This could be as simple as sending one feed to broadcast and another to an in-house production system. You can them move on to sending yet another to a live stream. This instantly multiplies your viewers options in how they can consume your content – and you only need create your programme once.
3) It’s time to go social
Okay, so you’ve made a good start, but it’s only the beginning. How do you get your content beyond your primary programme? You need to look at media publishing. Consider creating additional clips and images from the show which you can publish in real time to social media – tantalising your audience with snippets, driving them exactly where you want them to be.
4) Talk the talk
You can also take your programmes out to wider, global audiences by simulcasting in multiple languages, growing both your reach and expanding revenue opportunities. This is far easier to do than you may think. With today’s kit you can easily capture and route audio to any destination you like. As a result, you can offer different sponsorship and advertising packages in different locations.
5) Go real time
If you really want to get serious, you can even produce a segment with on-set talent and a video package then deliver them in real time to multiple media outlets. Each can have an entirely different brand identity, an alternate studio look, different transitions and over-the-shoulder graphics. You can even create a separate B-roll supporting the primary story. Who would have thought, with just a few simple adaptations, your single segment could multiply its value for every advertiser?
The delivery options for today’s video professionals have never been wider. Fortunately, it’s now easier than ever to take advantage, opening up your programmes to a far wider audience – all while increasing your revenue potential.
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NewTek is transforming the way people create network-style television content and share it with the world. From sporting events, web-based talk shows, live entertainment, classrooms, and corporate communications—to virtually any venue where people want to capture and publish live video, we give our customers the power to grow their audiences, brands and businesses, faster than ever before.