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Web series, independent media and emerging online markets: Then and now

Chapter


Abstract


  • This chapter explores web series as a maturing form of the online video

    phenomenon. It will look at web series networks as emerging markets with new

    cross-platform distribution, new marketing models, and emerging business

    models within a new industry. Although web series can hardly be regarded as a

    “new” phenomenon — the first original online video series came out in the mid-

    90s — it remains an emerging market in 2012. The community has not managed

    to find a sustainable business model to capitalise on the potential and promise of

    cheaper production tools, rapidly increasing bandwidth, and the vastly expanding

    global online video audience. Nevertheless, there is reason for optimism from

    mainstream media, perhaps as reactions to growing success of the independent

    and entrepreneurial efforts in the web series community.

    This chapter looks at the potential benefits that online TV networks and dedicated

    web series networks offer for emerging content makers. It will show how they

    provide alternative and additional platforms to video aggregator sites like YouTube and, in turn, how these networks, and independent series and their

    creators are pushing the boundaries of emerging genres for mainstream media,

    on new and existing platforms. This chapter does not speculate too far into the

    future, but rather explores current and ongoing debates and developments, with a

    look at the historical progress of web series.

Publication Date


  • 2012

Citation


  • Ellingsen, S. "Web series, independent media and emerging online markets: Then and now." Crossmedia Innovations: Texts, Markets, Institutions. Ed.I. Ibrus & C. A. Scolari. Berlin: Peter Lang, 2012, 199-215.

International Standard Book Number (isbn) 13


  • 9783653025750

Book Title


  • Crossmedia Innovations: Texts, Markets, Institutions

Start Page


  • 199

End Page


  • 215

Place Of Publication


  • Berlin

Abstract


  • This chapter explores web series as a maturing form of the online video

    phenomenon. It will look at web series networks as emerging markets with new

    cross-platform distribution, new marketing models, and emerging business

    models within a new industry. Although web series can hardly be regarded as a

    “new” phenomenon — the first original online video series came out in the mid-

    90s — it remains an emerging market in 2012. The community has not managed

    to find a sustainable business model to capitalise on the potential and promise of

    cheaper production tools, rapidly increasing bandwidth, and the vastly expanding

    global online video audience. Nevertheless, there is reason for optimism from

    mainstream media, perhaps as reactions to growing success of the independent

    and entrepreneurial efforts in the web series community.

    This chapter looks at the potential benefits that online TV networks and dedicated

    web series networks offer for emerging content makers. It will show how they

    provide alternative and additional platforms to video aggregator sites like YouTube and, in turn, how these networks, and independent series and their

    creators are pushing the boundaries of emerging genres for mainstream media,

    on new and existing platforms. This chapter does not speculate too far into the

    future, but rather explores current and ongoing debates and developments, with a

    look at the historical progress of web series.

Publication Date


  • 2012

Citation


  • Ellingsen, S. "Web series, independent media and emerging online markets: Then and now." Crossmedia Innovations: Texts, Markets, Institutions. Ed.I. Ibrus & C. A. Scolari. Berlin: Peter Lang, 2012, 199-215.

International Standard Book Number (isbn) 13


  • 9783653025750

Book Title


  • Crossmedia Innovations: Texts, Markets, Institutions

Start Page


  • 199

End Page


  • 215

Place Of Publication


  • Berlin