The Consumer Matters is the blog of Leslie Grandy, aka Gearhead Gal.  My passion is creating and delivering compelling products that delight customers through simple and elegant user experience design.

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Wednesday
Jun232010

Will Consumers Be Better Than Broadcasters At Programming Online Video?

First published on Technorati June 22, 2010

Most days, the average Internet user curates a flood of content from multiple destinations into a patchwork of information, updates and insights that help them stay connected. It’s a lot of work to hunt, gather, personalize and sample all the content available, and even more if you are part of the growing percentage of consumers interested in watching video. Tubemogul reports Web media brands posted 326 million video streams in the first quarter of this year, which is an increase of more than 300 percent compared to Q1 of 2009, and does not include all the user generated content uploaded to photo and video sharing sites.

“Some times you just want to push play, and see what’s on,” said Blair Harrison, CEO of Frequency, a real time video site that lets you lean back and watch samples of video playing continuously from all over the Internet. “But with so much video coming online each hour, there really is no way for a consumer to get a sample of what’s playing on the web” Harrison contends that consuming video on the web has become a laborious and disjointed experience, forcing people who want to enjoy rich media online to jump from link to link, collecting clips or navigating between embedded players and web pages just to sample video content.

Launched earlier this month by Harrison, the former CEO of IFILM, which sold to Viacom for $49 Million in 2005, Frequency aims to make it easy for anyone to quickly scan and tune into what’s playing online at any time. He brought together a crew of experienced digital media engineers from that company, and built a platform that offers content publishers a promotional engine for long form video clips. Frequency’s tools create a continuous stream of previews, auto-generated in different bitrates, from feeds aggregated by the company’s platform. Users navigate the clips which play like previews of coming attractions, touting the longer version on the publisher’s website.

When consumers enter the Frequency site, there is always something playing. Like a stream of 140 character headlines on Twitter, the Frequency player cycles through fifteen-second clips from across the web, categorized by topic and source. If you want to learn more on a topic, simply pick a tag, and the player pivots to play previews that share that term in common. If you like to follow a particular publisher or collector of videos, you can create a personalized channel that just tunes into their “frequency”, or channel of auto-play clips.

“There are over 200,000 video clips being posted to the web every hour,” said Harrison. “We want to make it simple for anyone to quickly discover and watch what is appealing to them at any particular moment they’re looking to tune in. “

Frequency is a privately funded, early stage video network, and is also client of Waldo Finn, LLC, a business and strategy consulting firm, which employs the author of this post.

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