We think it is important to keep an eye out on what everyone else is doing, and it seems like every morning, there is some new announcement, a new blog post, or a new offer in the mail box. There is no corner of the world of media distribution that is not under assault from digital designers. Let's talk about a few of them.
Streaming Video. IndiePix is aware of a number of streaming video initiatives -- some of them free, some of them advertiser supported; some of them centered on a web site; some of them decentralized and distributed across a wide range of hosts. Streaming video, to satisfy consumers, has to mimic television and be free to watch. But to reward filmmakers, there has to be a revenue model that feeds a business model that pays the bills. We are compelled by the technology of streaming and we will begin to implement streaming features on our site and through third parties. We cannot endorse it fully, however, because it doesn't reward filmmakers for their work. There's more work to do here.
Bridging the Monitor/Plasma Screen Gap. There are many initiatives focused on delivering video to the computer over the internet and then jumping the gap from the personal computer to the plasma screen. Apple's iTV is perhaps the best known example of this effort, but Brightcove and TiVo (among others) are attempting to fling bridges across this chasm. Other approaches focus on giving the TV set itself more computer-like capabilities so that it can talk to the internet directly. This gap will be bridged. We favor solutions that use the distribution and technological capabilities of cable television. Someone will figure this out. Right now is not the time to take sides in this struggle, however.
Understanding Digital Rights. Digital distribution depends on an appropriate respect for the commercial interests of the creative talent that makes the content. So called "Digital Rights Management" is an effort by some technology and content companies to control individual behavior through advanced technical means. Every such effort, however, seems to fail as hackers break system after system. IndiePix has backed a system known as "watermarking" that identifies a copy of a title with its primary owner. This does not prevent copying, but it does enable the enforcement of responsibilities. But more than the possibility of enforcement, watermarking is based on a social contract between purchasers and the content creators. The purchaser understands that his payment goes in large part directly to the filmmaker, and the delivery of the title to purchaser by the filmmaker gives him or her the right to its fair use. The pendulum is swinging toward watermarking and fair use, but this fundamental question is not yet fully resolved.
Breaking Down The Barriers. IndiePix has emphasized since its inception the importance of overcoming the barriers to the distribution of award-winning independent films imposed by retail economics and marketing costs. In the face of very high retail distribution costs, and advertising expenditures that make even the richest Hollywood films unprofitable, many top rated independent films never find their audiences. IndiePix can fix that problem. But some use the phrase "democratize distribution" and suggest that every filmmaker deserves to be seen and to have an audience. With all due respect, we disagree and will continue to focus on top quality independent film from the newest filmmakers and the best independent filmmakers over time. Frustrated filmmakers, often first timers, continue to argue the point, and many consumers are distracted by the noise.
Presenting on Mobile Platforms. "Mobile Platforms" means anything from mobile phones, to smart phones and internet tablets, to special players like Apple's iPod line. The technology is available in the phones and players to present good quality -- although small format -- video. We've seen enough people in the subway and on airplanes, watching their small screens, to believe that this market will happen. And the telecoms and equipment makers who want this work will pay for top quality content. IndiePix is and will be a provider to that market.
Every morning it seems like there is some new announcement in one or more of these areas by companies claiming to have the final answer. That's why this business is so exciting! IndiePix's position is that new technologies and a new business model, consistently implemented and thoroughly integrated, will bring about a powerful new distribution model. Some of the elements of that model are emerging. Others are yet to come.
IndiePix expects to shape, contribute, be part of that solution as it emerges!
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