Pennyreel Presents a Straw Man Argument
The majority of videos, and the most watched, on the internet are pornographic. These, however, comprise their own separate industry and are of no pertinent concern to this blog, though they are oft and greatly appreciated by this blog writer.
But what of the rest? The studio funded content, produced for TV and Theaters, re-posted on the internet for wider consumption, commercials both overt and subtle (meaning viral), and the real, user-generated content, which greatly outnumbers the others. This last brand of video comes from a dizzying array of home-grown creators, and yet the users have allowed the well funded ad agencies to set the standard for what is expected of an online video.
Commercials and viral ads have no interest in longevity. They are designed to tout the existence or pending release of a product. The ultimate success being to “go viral”: to become suddenly, wildly successful and then to peter out into useless oblivion like a cheap Chinese firework. Backed by corporate funding and the talent of creative professionals, the creators of this content see no financial incentive in sticking around. A theatrical release has multiple opportunities for revenue gain; from cinemas, to dvd, to premium cable and finally to network premieres, but for an online video, there is but to exist and then to fade away. Such is the current business model for online video. The fact that user-generated video has emulated this practice has resulted in mainstream media’s successful subjugation of online video to date. This does not bode well for our future. To be sure, the scarcity of quality user-generated content has already begun to adversely affect online advertising.
We are the modern day equivalent of Ray Bradbury’s White Clown’s. Employing brief demonstrations of superficial entertainment and inexplicable violence in a desperate attempt to capture, lose, and recapture the attention of the Millie’s of the world.
But is this really the case? Is online video a symptom of society’s downfall? One of the many ailments brought about by the ADD generation? It has been proven that there is money in being society’s taste equivalent of a waste basket. Whole industries have been borne from satisfying the average viewer’s guilty hunger for the banal and temporary escape, but must it really be accepted, at this early stage, that the internet is the most inferior venue for media?
Pennyreel presents a direct quote from Fahrenheit 451:
“Give the people contests they win by remembering the words to more popular songs.... Don't give them slippery stuff like philosophy or sociology to tie things up with. That way lies melancholy.” -- Fire Captain Beatty
Pennyreel presents the TV Guide listing for Fox at
Don't Forget the Lyrics! Hosted by Wayne Brady
Singer Kenny Loggins makes an appearance to help a contestant who is an avid rock fan.
Obviously, there has never in the history of entertainment been a shortage of shitty things to sit and watch. The point is this: the prevalence of total crap within a medium is less symptomatic of an ailing society than it is indicative of an audience hungry for something that moves them, and willing to look for it. If viewers are eager to flock in droves to sites like break.com than how voraciously would they consume a site that offers truly innovative content?
What is insulting about ad agencies and their ilk, is that, when it comes to online video, they openly think they are smarter than us, think they can fool us. They take this position in spite of the fact that the savvy web surfer community has continuously demonstrated its uncanny capacity for scrutiny. I do not mind being tricked, in fact I enjoy it, but I watch to see and admire the craftsmanship, not to be made to feel stupid.
It is the belief of this author that there is nobody currently working in film or television who has what it takes to make the kind of content online video needs. It is a venue for people who think a different way. What is most attractive about anything labeled amateur, is that it is inherently genuine, inherently new and raw.
Do not worry about the technology; the technology will come no matter what. High quality equipment will get cheaper and hi res video will become more prevalent, as sure as the world will turn. Worry about the integrity of the industry. Worry, my friends, about the story you are telling. Are we the white clowns or are they? It’s anyone’s game at this point.
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