Online Television Networks Have Come of Age...

There are some very interesting new online TV networks out there worth noting. But first, let me say that an "online network" is far more than just digitizing your regular television program and putting it on the internet. To be a success, you have to remember HOW people use the web, and incorporate the kinds of changes that will make them want to view your content.

Here are some examples:

• current.tv - Founded by Al Gore, its purpose is to showcase programming the audience creates. It's currently in about 20 million homes. Most major cable networks are in about 80 million, but it's already in more than most religious networks by contrast. It's target audience is 18-34 year olds.
• triotv.com - Their slogan is to be to pop culture what CNN is to news. This is a broadband online network that's completely independent of any broadcast network relationship.
• mtv.com/overdrive - MTV's broadband online channel. More than 11 million people watched the streamed version of "Laguna Beach: The After Show" recently--a behind the scenes feature based on the hit TV series. CBS has "The Amazing Race" segments on there as well, along with normal MTV programming.
• atomfilms.com - is still the largest collection of short films on the internet, although they're having some serious competition of late.
• Atom Films partner site, shockwave.com is a wide collection of content, including video games, and is visited by 24 million visitors a month. (About 5 times as many as Atomfilms.com).

Budgets for programs for these online channels fall in the below $10,000 range for 3-5 minute segments. They are usually accompanied by a :15 second ad. Will it pay off? Not in the short run, but this is a foundational time for new media. If we aren't aware of the changes happening around us, we'll be caught off guard when the media tsunami hits...