• by Lydia Loizides , Op-Ed Contributor, March 14, 2007

Let's talk about a topic near and dear to my heart: original online video content. And please note, this is a not a commentary on recent litigious events in the industry, this is about consumers and their appetite for video content online.

The boulder in the river of belief for many in the industry seems to be whether or not original content will aggregate the eyeballs needed to generate any meaningful revenue whether in the form of subscription or advertising revenue. Gold rush aside, there have been other examples where original content has created the audience to go the distance -- including Tom Green, who just "broadcast" the 112th episode of his late night talk show on ManiaTV. (For more examples, click here. )

More important, the mindset of the consumer is also ready. Why do I say that? Well, a lot of the data that is coming in indicates that the online video consumer is primed, ready, willing and able to consume original content programmed specifically for online distribution. For those who may not believe, consider this set of data, from a recently released study by the Online Publishers Association (Click here. to download the full report):

Types of Online Video Content that Appeals to US Online Video Viewers

Original content that is exclusive to the Internet or not available on other media like TV or DVD (Rated (5) Very Appealing to (1) Not at all appealing) Very appealing (5) 17%; (4) 26%; (3) 41%; (2) 8%; Not at all appealing (1), 8%

Online version of content already available on other media like TV or DVD(Rated (5) Very Appealing to (1) Not at all appealing): Very appealing (5) 10%, (4) 19%, (3) 45%, (2) 13% and Not at all appealing (1), 14%

Previous research has shown that existing programs on traditional platforms need digital extensions that promote content exclusivity, availability and accessibility (see MTF article "Experts from the Field," Dec. 6, 2006 ). These traits also apply to original online video programming as well and need to be considered, especially in serialized format. And anyone who doubts that original content online can't or won't find an audience isn't listening to what consumers are telling us. But if you think that you have been listening and you have a success story, well, you know the drill -- you tell me.