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1.1: Determining Your Distribution Outlet

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    Developing Ideas for an Audience

    The development process entails gaining an understanding of your audience demographics and how they will access your content. Defining these concepts during development allows you to develop a marketing plan and distribution plan that have clearly defined why this project is relevant and who it appeals to.

    Before you begin producing video content you need to determine how the content will be consumed by the audience. Will they watch your content on television on a local broadcast station? Will they watch your content online or on Social Media? It’s possible that you want your audience to be able to access your content in a variety of formats. Let’s start off by taking a quick look at a wide variety of distribution outlets available to content creators today.

    Broadcast and Cablecast

    Broadcast television commonly refers to national networks such as ABC, NBC, CBS, FOX, and The CW. The programming on these networks are nationally transmitted through local broadcast affiliates and can be picked up through a TV antenna. Viewers can also access network content digitally or through cable providers.

    Because networks are nationally broadcast over public channels, they are subject to federal regulations and oversight from the Federal Communications Commission (FCC). Broadcast networks primarily make revenue by selling advertising time during their programming blocks. That’s one of the reasons why ratings and demographics are so important to networks, it allows networks to determine how much they can charge for commercial time on their programs.

    Cablecast (or cable for short) gets its name by how it’s transmitted to the viewer, through coaxial or fiber-optic cables. Unlike broadcast networks, cable channels such as Comedy Central, AMC, USA, TNT, FX, VICE, etc. are not tied to local affiliates, do not have the same regulations imposed by the FCC and have full control over their programming. These channels also make money through ad revenue and many have developed app’s to make their content available through Over The Top (OTT) Platforms.

    Premium cable channels such as HBO, SHOWTIME, STARZ, etc. require monthly subscriptions that can be added to your existing cable package or accessed digitally. Since these channels make their profit based on subscriptions and not ad revenue, they don’t air commercials during their programming and can get away with much edgier content than broadcast and cable programming that is reliant on ad revenue.

    Online Distribution

    Over The Top (OTT) Streaming Networks such as Netflix, Amazon Prime, Apple+, Disney+ and Peacock, to name only a few, are continuing to rise in popularity and critical acclaim. During the 73rd Annual Emmy Awards the streaming giant, Netflix, took home 44 wins, topping all networks, cable providers, and premium cable providers. According to the LA Times, Netflix tied a record for most Emmy wins for a single platform set by CBS in 1974. The wins pushed Netflix well ahead of second-place HBO, which finished with 19 trophies, down from its platform-leading total of 30 in 2020. Each streaming platform has a list of specific requirements for its content, which includes format, resolution, and deliverables. Research the platforms you are interested in providing content for and make sure you are able to meet the standards of their submission requirements, many platforms require content to be shot at delivered in 4K resolution.

    hand holding remote
    Figure \(\PageIndex{1}\): Remote Control with Netflix on TV (Pixaby License; Image by Afra32 via Pixabay)

    Livestreaming is used for a variety of needs across many different platforms. Online video distribution platforms, such as YouTube and Vimeo, allow hosts to livestream content to their audiences and interact in near real-time. There are entire channels dedicated to livestreaming content, such as Twitch, which began as a livestream platform used widely by gamers. It expanded to other categories in 2020, including music, art, and IRL (In Real Life) streaming. which is basically livestreaming any activity that is not video gaming or business-related. Twitch has a very robust chat feature that allows livestreamers to manage audience participation, and receive subscriptions or gifts. There are several ways to monetize live videos on Twitch, including donations and ads. Understanding how users interact with different platforms can help you create content that is engaging and oftentimes profitable.

    Podcasting continues to expand with more and more listeners each year. Advertising companies and marketers are allocating a greater amount of their media budgets to podcasting as the audience continues to grow. According to Forbes Magazine, 37% of Americans (age 12+) listen to at least one podcast each month, up from 32% in 2019, an estimated 100 million people; and that number is expected to jump to 125 million in 2022. Podcast listeners have a median age of 34, younger than broadcast radio (47) and network television (57). Although podcasting is primarily an audio-based platform, there are many podcasts that incorporate video production and livestreaming into their shows.

    Social Media Networks each have their own streaming platform built into their app. Facebook Live, TikTok Live, Instagram Live, and Twitter all have livestream capabilities that allow their content creators to stream in real-time and interact with their audience through the chat feature, although each app has its own limitations. Currently, you can only go live on Instagram through a mobile device. On TikTok, only accounts with 1,000 or more followers have the capability to livestream on the TikTok platform. And TikTok Live videos aren’t recorded, which can make your content have the appearance of being more exclusive.

    Social Media Splash_Pixabay_Geralt.jpg

    Figure \(\PageIndex{2}\): Social Media Network Logos with splashes of color (Pixaby License; Image by Geralt via Pixabay)

    Client-based videos are produced for a client who is paying for your services. This can range from wedding videography to corporate video, and everything in between. Client-based projects are a great way to start building your business and portfolio. Make sure to have important conversations about development and distribution with your clients before you create a project estimate or sign any contracts.

    Ask your clients these vital questions:

    • Who will watch this video?
    • How will they watch it?
    • Will they need recurring access to the video?
    • Do you need to make duplications or derivatives of the video?
    • Does your video need subtitles or closed captions?

    The answers to these questions will help you determine how you produce the video and how you will finalize the deliverables.

    Film Festivals

    Film Festivals are a great way to have your work viewed by a larger audience. If you are producing a documentary or narrative film you should research film festivals to which you may want to enter your video. Be sure to look at the specifications for prior distribution; many festivals will not accept submissions of video content that has already been posted on a video platform such as YouTube. You can view submission requirements and submit your film for festivals all over the world using FilmFreeway.com

    This page titled 1.1: Determining Your Distribution Outlet is shared under a CC BY-NC 4.0 license and was authored, remixed, and/or curated by Jennifer Vaughn (ASCCC Open Educational Resources Initiative (OERI)) .