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Stranger Productions selects Fulscrn

We are very pleased to be working with Stranger Productions, creators of an exciting and poignant new documentary called Liberia ’77. The film, which will be broadcast on Knowledge and TVO in September, follows brothers Jeff and Andrew Topham as they return to the African country of their childhood after its 30-year civil war. Armed with their father’s photographs they retrace their past lives, finding the people and places they left behind. It is an exploration of the universal importance of photography in defining our lives and an unforgettable portrait of how connection and responsibility can survive time, distance and war.

Fulscrn has been working with the film’s director and producers to develop a web strategy, secure a first round of online funding through the Canadian Media Fund’s convergent stream and BC Film’s interactive fund, and find a brand sponsor.

We are now in full production on a new website which extends the story of the film in incredible ways. Our aim: to return the photographic history Liberia, lost during the country’s civil war. Much of Liberia’s photographic record of its peaceful past was destroyed during the war. The National Museum sits mostly empty – and closed. On a wish from the country’s new President, Ellen Johnson Sirleaf, we will use the web and social media to gather images of pre-war Liberia, with a plan to return a collection to the National Museum in Monrovia, to help in the country’s rebuilding process.

We are already enjoying a great working relationship with the wonderful folks at Stranger Productions and can’t wait to launch this project together in mid-April.

A visit to YouTube

YouTube gathering of top subscribers

Yesterday I got chance to visit YouTube. Not the website, but the actual offices where YouTube staff make the magic happen. While I was there I picked up a lot of very useful information about turning web video on YouTube into serious monthly revenue.

It was strange how it happened. By chance I ran into an old friend, Billy Reid, who co-hosted the show Exposure I created for the CBC a number of years ago. One of the reasons Billy was chosen to host Exposure, a show featuring uploaded web videos, was that his Very Tasteful videos are great and have been seen by millions.

It turns out that YouTube had invited the Top 100 Subscribed channel owners to Google’s offices in Toronto for an afternoon seminar on the plethora of new ways to monetize audience traffic. Billy encouraged me to come as his guest.

After following the cryptic directions to Google’s secret location (let’s just say the final step is a nondescript elevator at the back of a Japanese Restaurant), signing an in-depth NDA, and picking up a name-tag, we were buzzed into the inner sanctum.

Once there we spent three hours getting the inside scoop on how to best optimize, advertise, and promote content on the world’s most popular video sharing site from the company’s Canadian VP and a couple other company directors. They also invited content creators up to talk about their successes and failures on the site. The energy was great as the corporate set did their best explaining some serious marketing technology to some seriously laid-back (and young) web video “dudes”. At the end of it all they fed us and gave everyone a YouTube T-shirt.

I can’t say too much more (that NDA I signed is still on file) but let’s just say I took really good notes.

Interview with The Wire Report

Had a nice chat with Stefan Dubowski, a reporter with The Wire Report a couple of days ago. He was looking for comments on Remstar Broadcasting Inc.’s proposed short form user-generated content channel called Generation V. He informed me that according to GenV’s CRTC broadcast licence the new channel must provide 95 per cent user-generated content.

He wanted to know if the idea was realistic in light of my experience producing CBC Radio 3 and CBC Television’s Zed and Exposure (all properties supported heavily by user content).

He asked the same of Jeffrey Elliot at GlassBox TV, Gregory Taylor, an expert in broadcasting policy at McGill University, and Trevor Doerksen at MoboVivo.

Today the story came out with the headline:

“Generation V to face challenges in advertising, logistics, carriage, experts say”

That pretty much sums it up. Producing a 24/7 channel dedicated to user-gen is going to face many challenges. It’s hard enough making a one-hour weekly out from user content. As I say in the article…

Embury said the industry is learning that user-generated content isn’t always easy to work with. “There was this mistaken notion a few years ago, and I’m sure it still exists in some forms, that you create this system, and people upload all this content, and there’s your free show,” he said. “But these shows often take more work to produce than some forms of TV.”

Even Al Gore and Joel Hyatt’s lauded Current TV, which was the first American 24-hour network based around viewer-created content has had trouble sustaining itself recently. And that’s after cutting deals, which bring it into millions of homes in the US and the UK. It’s too bad because I really like Current TV and have very high hopes for it.

And, despite the challenges ahead of them, I have high hopes for the team at Generation V. Their success will depend on working closely with a great creative community, developing entertaining formats that makes the content uploaded digestible and appealing to TV audiences, and convincing advertisers they have the eyeballs. If they do that and work really, really hard, who knows?

For a fee you can read the entire story.

The Wire Report is the leading source of news and information for senior decision makers across Canada’s communications industry. Every day their specialized business-to-business newsletters deliver news and analysis on key developments affecting the broadcasting, telecommunications, wireless and new media sectors.