CYBERSPACE – Mainstream media has spent decades dreaming of a time when it could leverage television into an interactive, nearly science-fiction level medium for distributing entertainment and advertising content. Viewers would be able to select what they want to watch and provide immediate feedback about what products, services, and entertainment options they most preferred. When the Internet came along, those dreams only increased. Now, about two decades after everyday media company executives began seriously discussing their options, they have begun to explore their Internet options.Although bigger adult companies have been offering streaming videos, Video-on-Demand, and other interactive entertainment for some time, familiar names like Nickelodeon and CBS News are just beginning to do likewise. Each has expanded their Web content to include episodes of SpongeBob SquarePants, Jimmy Neutron, original programming, news updates and more in depth reporting than can be fit into a 30-minute televised format. America Online, a major Internet portal for many surfers has also begun to provide exclusive free video programming including the recent Live 8 concert and business focused offerings with recognizable names such as Tom Peters and Stephen R. Covey. The music arm of the company is developing an Internet reality show called The Biz, which will search for potential music moguls. Salon.com has perfected the subscriber vs. advertisement model option for interactive entry to its content rich site and an announcement from Yahoo proclaiming the launch of its own video clips to support CNN and ABC News stories, as well as video ads, is expected in the near future.
None of these elements are new to the adult Internet, of course, although readers will have to search thoroughly for traditional media commentary on the subject. Internet porn consumers are likely ahead of the curve when it comes to familiarity with interactive online programming and advertising. They’ve also endured jerky, pixilated, tiny viewing areas while the technology was bug fixed and beta tested with the help of millions of horny subscribers and increasingly popular broadband technology capable of producing better and faster images than at any time before, sometimes nearly rivaling those found on cable television. The technology isn’t truly and completely interactive yet, as CamZ co-owner Dan Hogue observes when he says that “Reaching out and touching isn’t possible yet.” But, as he continues, “When it comes to interacting with the surfers, the adult industry is by far the leader in that market.”
Although network connections are decreasing, video content on the adult Web – especially exclusive content — is still primarily to be found on well-funded websites, such as those associated with Hustler Magazine. It and its sister sites have long been packed with the latest tech toys, including Video-on-Demand, streaming and downloadable videos. Michael H. Klein, President of LFP Internet Group sees the advent of increased mainstream video as a good thing for adult. “It just makes the Internet more of an exciting place to go, with more options — and something that people will hopefully spend more time utilizing and feel comfortable not only on the mainstream side but feel more comfortable watching on the adult side.”
Klein says that his company tries not to release videos exclusively on DVD and suggests that wise content producers will consider a wide range of mediums when creating their product. In addition to the traditional release of video on VHS tape or DVD, the Internet and wireless techno gadgets are also lucrative options to seriously consider. “You want to get good titles so that you have something that’s utilized across everything,” he explains. “It’s the maximum revenue potential for you, you’re maximizing the benefit of what you’ve invested in the title, you can then put more money into the films, create better looking films, higher productions, target audiences with better quality programming. It’s best to maximize the distribution.”
