• by Ross Fadner , October 29, 2008

How are digital platforms changing the way content producers measure video success? For one thing, it’s no longer measured by television’s mass media yardstick, OMMA Video keynoter Larry Kramer explained.

 

The former President of CBS Interactive pointed out that NBC, CBS, ABC and Fox have to justify big production budgets with equally big ratings. “It’s an expensive process,” Kramer said, adding that, “they have the added advantage of owning distribution.”

 

Digital platforms, meanwhile, have changed that entire dynamic, he said. Not only do you no longer need to spend big money on online video productions but, “you don’t need 10 million viewers” to have great content, either.