Breaking Into Hollywood - How Do I Make New Media Work for Me?

At this point, you've all heard the term "new media." So you've also probably all asked the question: "What exactly IS new media?" But don't think it's okay not to know the answer! It's been 50 years since there was this radical a shift in the entertainment business model - AND since the barriers to entry and success were this low. That isn't going to last, so if you don't know what's happening with ITV, IPTV, Mobisodes and more, time's up.

Now let me take the question even further and answer this question instead: "How can I make new media work for me?"

Let's start with a quick explanation of what "new media" is. It's a very broad term that covers a lot of changes in the entertainment industry, including, at the most basic (and not at all comprehensively):

• Where do I watch new media? Anywhere! You enjoy new media programming on the Internet and cell phones, not just TV and radio. *New media buzzwords you already know: broadband content, mobile TV and podcasts.



• Is it always scheduled? No! New media lets you watch what you want when you want to, not when the provider schedules it. *New media buzzwords you already know: on-demand (video-on-demand, mobile-on-demand, gaming-on-demand) and streaming media.



• How do I get it? Lots of ways! New media comes to you via the Internet, gaming boxes, Internet streaming set-top boxes and more, not just airwaves and satellite. New media buzzwords you already know: set-top box and IPTV (Internet Protocol Television).



• What's the format? Digital! But image quality can range from exquisite (digital television standards like HD are part of the new media movement) to excruciating (the grainy videos you see on popular Web sites are mega-compressed to save space). Audio alone takes less space, so it usually is good to fantastic.



• How do I experience it? Interactively! You aren't expected to passively watch and listen. New media lets you submit instant feedback, share a show with others and even affect its content, via virtual worlds, social networks, forums, blogs, wikis and other participatory features that the Internet savvy call "Web 2.0." New media buzzwords you already know: mash-ups and viral video.

I bet now you know you're more familiar with new media than you realized! So how do you make the most of it professionally? Here are five "starter kit" essentials to help you become a new media mogul:

1) Join the User-Generation: Get your message and material in front of thousands more eyeballs. If you've ever uploaded a video clip to YouTube, BlipTV, or other "user-gen" sites, you're already new media-mazed! If not, here's all you have to do:

• Research the various sites and READ THEIR POLICIES for content rights.



• Open a free account with your professional or company screen name. Use the same name at every site you register at so fans can find you.



• Shoot a quick intro reel (or edit your current reel down to about 2 minutes). Home video is fine if it's all you can shoot, but a digital camera will survive compression better.



• If you don't have a professional video capture and editing program, just use iMovie (Mac) or Windows Movie Maker (PC) to transfer the tape contents to your computer and make simple edits and title cards.



• Upload the final product to your site account. Remember, you must own all of the rights to everything in the video before you can upload!



• Email a link to your contacts to let them know you're streaming online (usually do-via that site).

Career uses: stream your movie trailer, talent reel, show promo or more.

2) Go 2.0: help your audience find and give feedback on your projects by making sure you have an active presence in all the new interactive Internet sites, and stream your media there, too:

• Launch your own blogs: a Web log, or "blog," is an online journal where you can publish regular entries, or "posts," that readers can enjoy and instantly respond to. You're reading one of my blog posts right now. Now go get your own - there are free sites everywhere, including Google's Blogger. Register with your same screen name, decide if content will be viewable to the general public or to members-only, and remember, with some design, you can stream audio and video here, too (even linked to your user-gen account). Always read the rights very carefully before you publish or upload anything. Career uses: share behind-the-scenes production stories, teach what you know in your field, create an online voice for a character and more.



• Join social networks: from MySpace to FaceBook to Friendster and LinkedIn, there are endless online "communities" that let you post a page about yourself, invite people to connect with you and give you access to those people's other contacts (and gives all of them access to yours). Social network presence makes your message and project instantly international! Keywords you create let people who share your interest find you. You can even start interest groups of your own at social sites like MeetUp and Gather. Of course, you can stream media sometimes, too, including video and audio (MySpace music sites have been legendary for launching bands). Just be sure to read all rights and permissions very carefully before you publish or upload anything. Career uses: there's no better way to widen your worldwide network of contacts than to share other people's connections.

3) Broaden your distribution options: Feel stuck in the old model of old media, waiting for some impossible-to-reach wizard to wave a magic wand and buy your show or finance your film so it can reach an audience? Investigate the many "third party content aggregators" who sell directly online, like CustomFlix and IndieFlix and, of course, Amazon.com. Also take another look at the sites that feature original streaming content for free, for advertising participation or for other revenue-generating options (like Revver's viewer-based model). Or build your own site and commit time and funds to marketing directly to your audience. (If you don't know who your audience is, that at least helps explain why it's so hard to get funds for the project!) Want to know how to build your own product-based Web site? Sounds like a future post...check back in or sign up for our blog feed so you'll always get the updates!

4) Broaden your career options: Feel even more stuck in the oldest model of old media, waiting for some impossible-to-reach wizard's assistant to schedule a meeting for you to work on the wizard's own dream project? Consider all of the new job opportunities in new media, from content creation to marketing to game writing and design and more! I'm actually teaching a class at Columbia College Hollywood this quarter on New Media Professional Paths and Possibilities. Check your local schools and weekend workshops to see who's talking about new media careers.

5) Broaden your knowledge: There's so much more to learn about new media to use it more effectively professionally. Be sure you're reading the trades (I love Cynopsis Digital) and regularly looking up new terms online when you hear or read them (assignment #1: what's "ITV"?)

And know this: you want to start riding the transition train right now...because it's not going to be "new" media much longer.

NEW MEDIA STARTER KIT CHECKLIST:

__ I have defined the audience(s) for my project(s).

__ I have created audio or video content that promotes my project(s).

__ I have uploaded my content to at least one user-generation site that my audience frequents.

__ I have created a blog that features my content and invites reader feedback.

__ I have joined a social network and/or started a group of my own and am actively courting contacts.

__ I have researched marketing opportunities for reaching my audience directly.

__ I have attended at least one seminar, panel, workshop or course that tells me more about professional careers in new media.

Need more help with your project packaging strategies? Contact Show Starter to schedule a private intensive seminar on selling your show!