• by Daisy Whitney , Op-Ed Contributor, March 2, 2012

When it comes to online video, there are music videos, movie trailers, viral hits, TV shows, digital programs from networks like Revision3 and My Damn Channel and then — everything else. And everything else is what most people in the online video business are working on day in and day out, be they brands or independent producers.

I’m talking about the weekly how-to series, the exercise videos, the niche news shows. Many of these producers are winning ad dollars and viewers. One such small company that’s gaining traction is Washington-based Small Screen Network.

Small Screen produces niche-focused videos about cocktails and mixology and has grown its views over time by featuring authoritative and respected personalities, said its founder Colin Kimball. The online network is expanding this quarter into other lifestyle verticals like food, cooking, travel and fashion. That includes a cooking show with food writer Simon Majumdar, a celebrity judge from the Next Iron Chef on the Food Network.

Kimball said his network is generating about 10,000 to 15,000 views each week across its site as well as on syndication partners like 5min.com  and YouTube. The network launched on YouTube in 2007 and has garnered more than 280,000 views on that site since launch. Kimball says Small Screen has amassed 5 million total views to date.

In 2011, Small Screen generated $123,000 in sponsorship revenue from marketers including Kegworks.com, VitaMix, William Grant and Sons and brands such as Hendrick's Gin, Milagro Tequila, Stolichnaya Vodka; Martin Millers Gin, Absolut Vodka, Beefeater Gin, and others, Kimball said. “The addition of display and pre-roll advertising and expansion in to new verticals such as cooking and food later in 2012 will help increase those numbers. Focusing on finding authoritative and well respected hosts with a growing following really helps expand the network and bring in new viewers,” he added.

The type of content is popular enough that Web users would find it from a Google search. But there are also best practices that Kimball has learned, and that includes being nimble. “You can shoot and edit great content with a small team of two or three people and equipment/software is cheap. That being said, cheap equipment is no substitute for understanding basic camera technique and lighting,” he said. “Another tip is to treat content development like software development. Get a version out earlier and constantly iterate. Take things out that are unnecessary. Add elements in that add production value.”