JamieG Analysis

I am quite amazed that video on the web is in the state it is in. Let me explain…

Consider youtube/flash, Itunes, IPTV (Microsoft). More recently Joost and other trivial players.

Then consider how video has been the driving force behind the net over the last number of years.

Considering the traditional Video market is made up of hundreads of TV stations, distribution companies, cable stations etc. The fact you can count the number of MAJOR Internet Video technology providers and dominant players on one hand does beg to question.

If we look what is possible in the future when it comes to distribution of Video content, the best outcome is for Producers to have a direct relationship with the viewer. This would take out all the traditional middle man, and the creative and risk taking individuels are more likely to make a return. As such, more likely to make more content.

This is, of course, bad news for the traditional mega media company. Or if you like, the Media distribution Gatekeepers. These are the companies making the bulk of profit from this industry. And god help them, if they are going to give it away to those who actually deserve it..

This, to me, explains the strange state of affairs with current technology offerings to the independent producers. From my perspective we have the following going down.

1. Apple and Itunes is trying to be the God of Media Distribution. Making Itunes the portal of choose then using it to drive content to consumers. Currently I think they are doing a great job. But as always power corrupts, and complete power corrupts completely. Its like giving all the atom bombs to one country…
2. Microsoft is playing it the way they know best. Bending to the will of the incumbent mega companies. Its there bread and butter, so, I would expect as such.
3. Joost. This is a mix of the Itunes and Microsoft Play. Some place in the middle, but ultimately, the idea is to control the media. And with control comes money. And at the end of the day, its all about money.
4. Adobe Flash Video. This is the dark horse. I am very surprised that a DRM type system has not been released for Flash video. Considering how it is already so dominant on the web. By no means is it ideal. There are better codecs, H.264 which Apple push, and VC1 a Microsoft born equivalent, both are far better then On2-VP2 found in FlashPlayer. Still with the right idea behind it. This technology can break the producer free of traditional media models.

The main reason for this post is the following. See this link:

Tinic Uro Shows new Fullscreen HD Video in Flash Player

In it you will see how the latest Flash player beta is getting overhauled to give us the ability to make the traditional WEB page into a Joost type experience.

The only real missing ingredients are…

• Support for a better codec
• Support for a DRM

I have been sending in questions to bloggers and podcasters who should know about this and all you get is. “It is being looked at”. And then a strange down play of the technology.

It boils my blood. If you consider how flash video changed the world. It is nothing compared to what will come once these technologies become freely available and out of the control of the incumbent players.

My biggest misgiving is that Adobe/Macromedia may do a wrong move. I some how think that the reason support for this type of techology is being delayed is because they are think long and hard on how they can release it in a way to make THEM the almightly Media Gatekeepers of the future.

But really, that is ludicrus, as eventually some one will come up with an implementation that is open source and has a REASONABLE DRM. (Google DRM and open source. There has been much written about how they are not compatible DNA. I disagree. I’ll probably leave that to another post.)

To finish up, I would like to point out another company Vividas. This is getting close to the ideas I speak about here. This is a independent distribution system sold as a SERVICE. It is well set up but NOT CHEAP. It is also a bit version one-ish, but do have a look. I personally think them having just as much potential as Joost.