I’m Gonna Be Like Walt!

Walt Ribeiro does a new video every single day… Like “Rejected”:

Meanwhile, I have at the very least *100* show ideas, and I’m not doing ANY of them. Not ONE of them. The last video I uploaded was “Social Media Observations”, almost exactly two months ago:

Formats available: iPod (.mp4) | 720p HD (.mp4)

Out to dinner after Yaron Samid's NY Video 2.0 Meetup with Kfir Pravda, Hadas Cohen, Sylvia Kuyel, Ben Homer, Rob Millis & Hootan Mahallati.

June 24, 2008

Granted, that was my 315th episode in two years, but still, I didn’t stop because I needed a break. I stopped because something that I couldn’t place my finger on wasn’t making sense.

I met Walt on May 16th, 2008 @ MashBash NYC. He left the afterparty right before we took this picture:

Suzy, Oz, Brett, Alana, Adam, Gary & Bill

At some point, I became aware that Walt is extremely enthusiastic! hahahaha He really seems INTERESTED in things, and PSYCHED! 😀 I then found out that he does a show about music, teaching people about music via the internet. Of course, one of my myriad shows was about music, so I watched a few episodes.

This is when I realized that Walt was outputting so much material. Doing a daily show is really amazing. I already knew how to do it, but at least three things were stopping me…

1) I wanted to make shows instead of, let’s call it, “video documentation of events”, which calls for a lot more production and a lot more time spent to output each episode.
2) I didn’t have consistent crew to do an ensemble show with, and didn’t feel like doing a show featuring mainly myself.
3) I didn’t have a reason at the time to do a show about myself.

Meanwhile, my site evolved from a work-based, Emmy Award-Winning Video Editorial site to a documentation of the NYC Videoblogging scene to its current form, which is simply a Bill Cammack fansite.

I used to do videos about stuff that I do, like visiting the World Trade Center (Ground Zero) with my friend Joey in the middle of the night, when we were on our way to the club:

Nov 18, 2006 – Passing by the 911 memorial @ the World Trade Center
In N.Y.C., even if you drive somewhere, it doesn’t mean you’re going to find parking anywhere near your destination. On the way to the club from where we parked, we stopped by the World Trade Center Memorial location.

… or hanging out with Masami, Masako & Laetitia:

Click the arrow in the bottom right corner to change from English subtitles to Japanese, powered by Dotsub.com.
But that stuff was different from “shows” to me. It was just “what was happening”, and I happened to film it. The ‘problem’ with doing shows is that you get caught up in a lot of minutia that REALLY, REALLY, REALLY, REALLY, REALLY doesn’t have JACK to do with the videos you’re making… such as:
1) Who’s watching this?
2) How do I monetize this?
3) How do I know who my audience is?
4) How do I attract and grow my audience?
5) How do I get sponsored?
6) How do I let people know about the show(s)?
7) How do I get UGC? (User-Generated Content)
8) What topic can I / do I want to blog about consistently?

blah blah blah blah blah blah blah blah blah blah blah

So here comes Walt, 🙂 Sitting down in front of his video camera or iSight or whatever, and just KICKIN’ IT. How simple is it? He doesn’t need extra crew. He has a goal (teaching people music). It’s something he’s enthusiastic about and something he does naturally. The show doesn’t revolve around gimmicks or graphics. The show revolves around what Walt has to offer to whomever’s interested in watching.

I named this season of my videoblog “Delusions of Grandeur” because you have to have them to assume that ANYBODY is watching your material. Meanwhile, one of my four (4) videoblogs on blip.tv recently surpassed 45,000 views:

Bill Cammack 45,000 views on blip.tv

WAY more importantly… I’ve become aware over the season of quite a few people that I know personally or that I’m related to that are subscribed to my blog in one format or another. I’m going to make a separate post about that, but it makes an immense difference when you personally know someone… ANYONE that you’re communicating to through your articles and self-expressions on the net. It makes a MAJOR difference, and now I know to whom I’m speaking when I do my “documentation of events”. I’m also glad when people that I’ve met IRL go back to their home cities, states or countries and “tune in” when I’m doing my thang. It’s cool and all that that people read some of my blogs essentially around the world, but a few of those markers belong to people I know, Like Rox in Hawaii or Phil in the UK or Masami in Japan.

August 22, 2008 – Recent Visitor Map for Bill Cammack dot com

So.. What does all this have to do with Being Like Walt? 😀 He’s found what he wants to do, and he’s doing it. It’s Quick & Dirty and serves his intended purpose. He’s doing what feels good TO HIM and doing what HE wants to do. Would he love to have his own television show? Maybe he would and maybe he wouldn’t. Until that time, he’s doing HIS thing, and I’m gonna do MINE. 😀

So what’s the Q&D show going to be about? Nothing. Everything. Whatever. hmmm… I guess that spells “new”. Anyway… Cheers to Walt for his enthusiasm and for leading by example, and let’s get this show on the road! 😀



Walt Ribeiro & Bill Cammack
Walt Ribeiro & Bill Cammack

Guide To Dating The “Internet Famous”

If you enjoy anonymity, it used to be that the only people you had to worry about dating were actual celebrities. This was because THEY were the only ones showing up in the media.

Social Media has advanced to the point where it’s not only the ACTUALLY famous that you have to look out for. There are people that are said to have micro-fame or are called “internet famous”…

If you enjoy anonymity, it used to be that the only people you had to worry about dating were actual celebrities. This was because THEY were the only ones showing up in the media. The paparazzi get paid to chase them all over creation, taking pictures of them, and then they’d end up on those dumb shows that come on after the news that scrape around for any gossip they can find about someone currently famous.

Social Media has advanced to the point where it’s not only the ACTUALLY famous that you have to look out for. There are people that are said to have micro-fame or are called “internet famous”. There are different levels of micro-fame, but the way SM works, the level doesn’t really make a difference. ALLLLLL you need is for one person to take a picture of you and place it on a site or in a feed that other people pay attention to, and you could end up in social bookmarks, reblogged, captioned… what-have-you. Continue reading “Guide To Dating The “Internet Famous””

Demographics & Monetization

Television is about advertising… NOT entertainment.

The product is YOU, the viewer.

The networks provide you to advertisers, grouped together usefully for the advertiser’s purposes.

The advertiser pays to get their carefully-crafted commercials in front of a lot of people that might accept the message and buy their product or service.

The networks pay production companies to create programming that gets a certain demographic to sit there and watch the commercials. The production company pays editors and talent. Sometimes, the network has their own editors, to make sure the quality is uniform across certain shows, like news programs.

Bill Cammack

So the advertisers pay the network to pay production companies to pay crew to create a show that gets the viewer to watch the network so they can see the advertisers’ commercials and buy their products or services and give them more money back than they spent on the commercials.

Meanwhile, cable companies get money for bringing the signal from the networks to your house, so they get to sell advertising on top of the advertising that’s embedded in the actual shows.

Ultimately, the product is *YOU*, and the goal is to get you to hand over your money in exchange for the entertainment of television.

Budgeting For Internet Video (You Get What You Pay For)

Reader Adam H. had a couple of questions about what I thought about the Fast Company / Robert Scoble / Shel Israel thing that’s been going on now for about a month. The first GlobalNeighbourhoods.TV video was dropped on March 19th… Actually, the first FOUR episodes were released on that date and since then, post-production of that show has essentially been non-existent during a virtual metalstorm of criticism of nearly every single aspect of that show.

I commented five days ago on Shel’s site here and here. I thought I’d say something today about budgeting for internet video, with the focus being essentially that you get what you pay for, and if you don’t pay for anything it’s not only the content creator that’s going to be ridiculed, it’s YOUR brand.

Here’s the problem with internet video. I’ve been saying this for probably over a year now, and nothing’s different today. The way television works (which I know, because I’m a broadcast editor) is that the money comes from advertisers. The reason the money comes from advertisers is because they want to take advantage of *you*… the viewer. They know that 2 million people are going to sit in front of the television and watch this show, so they’re willing to pay the network to get their product in front of that many potential customers. Television is ALLLLLLL about sales. That’s why they call them “soap operas”. The point was to sell soap. ACTUAL soap.

This model doesn’t exist with internet video. Not only do you generally have a smaller audience, but you can’t prove demographics. This means you can’t convince an advertiser to give you big money to do an internet show. Since there’s no real revenue stream, it’s spawned a mentality of individuals and companies trying to do or get something for nothing. The less they can spend and still have a video to put on youtube or wherever and try to get hits, page views and revenue shares, the more they like it.

That’s the internet video formula. Spend little, get a garbage product, have people click on it anyway, split the revenue with the host. As we’ve seen with people that have gotten millions of hits on a video and pulled in maybe a couple of thousand dollars worth of revenue, it’s just not worth it. The odds are low that you’re going to get that many hits, and the fact of the matter is that time is money. Unless you have a sponsor, making video on the internet is a money-LOSING situation.

For example… If you work in NYC, and you’re the slowest, least-knowledgeable nonlinear video editor with his/her own system, you can still get $30/hour. Using that insanely-low number as a base, let’s look at the time that it would take to do the Shel Israel show. Actually… Let’s kick it down to McDonald’s wages… What do they get? $10/hour? Is that minimum wage at this point? Let’s say you could get someone to work for $10/hour to make Global Neighbourhoods Television.

The first thing you have to do is shoot the show. Assuming the company you’re going to talk to is local to you, you have to get paid for the time you spend at that company plus the time it took you to travel there. Let’s say you spent 5 hours at a company, traveled another two hours to get there and back and shot 2 hours of footage while you were there (I have no idea how long they actually take or how much they shoot to do their show).

Off the bat, your show has now cost you $70 in time and $15 in tape if you didn’t buy bulk. That’s assuming you already own a camera. That’s assuming you already own a microphone. That’s assuming you already own lights. That’s assuming you’re going to run the camera yourself WHILE you do the interview. If you want to have a cameraman follow you around, let’s say you were able to find someone else that was willing to work for my version of minimum wage, $10/hour. That means that your show is infinitely better, but that it now costs you $140 to shoot. It also means that most likely, the person that you hired… SUCKS, so there’s a good chance that you won’t get anything good for your no-budget production.

Now you have a show “in the can”, meaning you have the elements, but you don’t have a finished show. This means that you have to find someone that’s willing to edit your show for $10/hour. Off the bat, there’s going to be a two-hour loading fee because if you used tape, it has to be ingested into the system in real-time = $20. If you didn’t hire a producer for $10/hour to make sense out of the footage that you shot, that means that the editor has to play through ALL of your footage to extract the best parts = another two hours = $20. Now, the editor is either charged with making your show him/herself, or it’s a supervised edit, meaning someone is telling the editor what they’d like to see happen. Let’s assume it’s going to take four hours to edit the show. That’s another either $40 or $80 depending on the number of people involved. That also doesn’t take into account Suite Fees and Equipment Fees.

So… Adding up this bunch of $10s, we end up with a base price of something like $165/episode for a show that’s shot in one day, by one person and edited during a four hour time span. No revisions. No changes. No more work done on that show past one day. Now… How does that money come back? Revenue-sharing? Let’s say you can get a $7 CPM (cost per mille) for your videos. That means that for every ONE THOUSAND TIMES that someone clicks on your video, you receive a whopping $7. And that’s AFTER you accumulate enough of those thousands to make it over the low limit which the host has agreed in their ToS that they’ll write you a check. That might be $25 and it might be $100, so you don’t get paid JACK unless you get 25/7×1000 views. Let’s call it 4,000 views gets you $28 and THEN you get paid.

$165/$28 = 5.892. Multiply that by 4,000 views, and you’d have to get over 23,000 views to break even if you’re working for $10/hour. Sure, you can do other stuff like have banner ads on your page and google ads, but basically, you can see that without sponsorship, Shel’s not only doing a show for free, he’s actually LOSING MONEY doing the show. SOMEONE’S got to come up with that $165/episode. If it’s a weekly show, that’s $660/month.

PLUS… Unless you’ve got it like that, and you have a business that makes money without you being involved, you have to factor in the opportunity cost of not being able to make money during those hours that you’re shooting and editing your show. You also have to factor in downtime on your computer while videos are being rendered, compressed or uploaded to the internet.

So, even with this hypothetical minimum wage example, we’re looking at $800/month to produce Global Neighbourhoods Television…. in its CURRENT state.

So now, you’d have to wonder WHO you could get to pay you $800/month as a sponsor of a no-budget show. You’re not going to be able to sell “numbers” unless you’re popular for some reason. You’re not going to be able to sell page views either.

Apparently, what happened in this particular case is that Shel Israel’s show has been submitted for editing. Today is April 10th. The show, which was originally announced as a daily… was kicked back to being a weekly… and now hasn’t been updated since March 28th, which will be two weeks ago, tomorrow. If it actually becomes a weekly show, tack on that four hours of minimum wage editing for another $40/week = $160/month and now, the budget is approaching $1,000/month, including shipping tapes to the editor.

So now, I can get to Adam H’s questions:

Adam H: What is Bill’s opinion on this? What are his thoughts on why the videos are lag coming out, why they are long and boring, about FastCompanyTV in general?

My guess is that the videos aren’t coming out on schedule because Fast Company’s in between a rock and a hard place. They only have two choices… Release videos of the same ‘quality’ or get the videos worked on. It seems like they’ve chosen to get them worked on. Neither solution “works” for them.

If they release videos similar to what they’ve already produced, they’re going to be the subject of even more ridicule than they already have been. “They”, being the entire crew involved in this: FastCompany, Robert Scoble, Shel Israel… in that order.

If they get Shel’s videos worked on, the minimum wage editing money is going to have to appear out of thin air. As far as I know, there’s still no sponsor, even though that Seagate advertisement is STILL on fastcompany.tv/global-neighbourhoods-tv. Actually, they could virtually “pay” for Shel’s show to get edited if they have a staff editor and just tack it onto his/her list of duties for fastcompany.tv. That still incurs the opportunity cost of that editor taking time away from doing edits that were originally in their job description.

The other problem with getting the shows edited is that they’re already shot incorrectly. This means that the 4 hours (plus 2 hours for loading, plus an hour for encoding, uploading, tagging, etc) that I estimated for the edit will probably be more like 8 hours and probably spread out over several days, including running the show by an EP (more minimum wage $$/episode) and making several revisions until it’s deemed worthy to be released.

Why are they long and boring? Their focus is on “content” and not entertainment. Basically, what they do is bring you along as a fly on the wall while they hang out with business people and ask questions. Their goal is to archive these Q&A sessions. Basically, as an editor, I can tell you that watching their shows is like watching raw footage. It’s what you would see if you opened up the viewfinder on the camera they used to shoot it and pressed play. The credit that I can give them is that the only show of theirs that I’ve listened to end-to-end was the Jason Calacanis interview, which was broken up into a 20 MINUTE SEGMENT and a *24* MINUTE SEGMENT with a third segement still to be released. I probably watched the first 5 minutes’ worth, then let it play in a background window like a radio program while I did other things. So I can guess that if the niche that they report on consistently has topics/guests that someone’s actually interested in, then their long, boring videos are consistently useful to someone. I’d love to see stats on how many people are return viewers and what percentage (time-wise) of these 44-minute and counting videos are actually being watched.

What about FastCompany.TV in general? hahahaha Interestingly enough, I said what I had to say about FastCompany.TV when I heard about it through the grapevine. I left my comment on Robert Scoble’s announcement post, three months ago, on January 16th, 2008. Video quality isn’t based on a website… It’s based on a team. Bring the same team and you get the same videos.

Meet the new boss….

Same as the old boss………