A new chapter is being written in film and video production workflows.  As new cheaper prosumer/’hobbiest’ level technology becomes good enough to use in professional settings the question for the embattled Production Executive becomes: can I use this?  What are the differences in quality and ability?  And…will I regret it later?

Now, hopefully, you’ve got 10 trusted associates who you’ve been working with for years, who are all geniuses, and specialize in whatever crisis is confronting you today.  In that case: great. Skip this blog!  Plan your trip to Hawaii, before it disappears underwater.

However, should the unfortunate situation arise where: somebody has to be the boss.  (And that somebody is you.)  You’ll want to be ready to assess this landscape of new technological nonsense, and ask informed questions – in effect raising the likelihood that your production will:

a) work out the first time.

b) not cost you ten-hundred-million dollars to finish correctly.

Professionals and decision makers: these posts are for you.  There are plenty of enthusiast blogs that will tell you every new gadget is a game changer.  But I am more interested in how these new tools can be reliably integrated into professional production in ways that makes sense for the overall budget, workflow, and look of cable and network television; things someone who is primarily a tech enthusiast is probably not considering.

In short, this is my introduction to a series of tips designed to help you handle and make sense of this new world of incredible, relatively inexpensive, technological solutions, and their professional applications.  This is: A Production Executive’s Rough Guide to Technological Nonsense.

One of the most challenging things that I’ve found in working with clients is that most of them, even those in the interactive or advertising industries, aren’t aware of the trends and possibilities of online video. Many people are excited, but don’t know how to handle it. I’ve found it’s important to educate potential clients.

That’s why I created the Online Video Crash Course. It’s an entertaining, informative, 25 minute presentation brings everyone up to speed and makes sure that we’re all talking about the same thing. And we get to watch and discuss some great online ads.

It covers topics such as:

• The popularity and reach of online video.
• What actually is a viral video? And what makes them work, or fail?
• Beyond viral videos: Serial content, online TV shows, destination sites
• Great online ads.
• Is it an ad, or isn’t it? The importance of authenticity.
• The formula for successful viral videos.
• How to engage an audience.
• Promotion, distribution and seeding.

If you’re an advertising agency, interactive shop, or company that’s interested in learning what’s going on in the world of online video and how to use it effectively, please let me know and I’d be happy to come speak to your group.

One way to tell if your video may be interesting enough for people to pass around is write a headline describing it. On the Internet, unlike on TV, people decide what to read and view based on the text that appears in links. If your video can’t be summed up with catchy link text, it may not be compelling enough. It’s a sign that your premise needs work.

The web is not TV. It’s a different medium with different rules. We’ve put together a compendium of the top 10 rules for success with online video. These are the principles we’ll be following for our own projects and we’re certain they’ll help others as well. Read 10ton’s Top 10