Captain Alpha Male Brings His A-Game to Web Video

Slowly but steadily, the quality of original web series is increasing.  Perhaps surprisingly this, so far, has less to do with the major networks getting involved than it does with some very experienced individuals taking matters into their own hands.

The desire to “just do it” instead of trying to work through the endless process of a traditional TV development process is leading lots of pros to do the modern day equivelant of putting a show on in the barn using curtains for the costumes.

One recent entry into the field is the extremely slick-looking “Captain Alpha Male,” launching sometime this summer:

As TubeFilter reports:

The show comes courtesy of co-creators Jay Lutsky (Captain Alpha Male himself), Ric Serena, and Dan Greenberger, all comrades-in-arms with network television writing, directing, and producing experience with giants like CBS.

So, the quality is not surprising.

What is a bit surprising is that this was done completely without outside financing or sponsorship:

We, the cast and crew have full time jobs so it was truly a labor of love. Everyone worked for deferred payments on nights and weekends and some day, night or weekend we really, really hope to pay everyone! We are looking for sponsors to keep the series going. But right now the show is self financed by Dan and I so it is also a labor of debt.

So, the big question will be whether or not this team can not only produce a great looking web series but if they can accomplish the far more difficult task of finding and keeping a significant audience.  With no sponsorship already on board the marketing aspects of the show are likely to be severely under-financed and under-served.

While it is true that a great web video can go “viral” it is not the case for episodic content.

Since the sponsors will now only come on board if the first six episodes show a huge viewership I fear that this will be another labor of love unfairly buried by a lack of exposure.  When sponsors don’t jump in early, it is extremely hard to continue production beyond that first, volunteer season.

Gawker Sounds Off Against Advertainment, Almost Sounds Relevant

Gawker, the once-mighty snark-blog of NYC that has been steadily losing its identity over the past few years, has post about MTV’s ad pitch at the upfronts:

“The network is also trying to sell sponsors on its “podbusting” techniques—i.e., making commercials that are like mini-shows in themselves. The theory, of course, is that making ads more like regular programs will defeat the almighty Tivo, with content so compelling that you cannot help but watch, slack-jawed, as the hypnotic 60-second Mountain Dew Bourne Ultimatum spinoff flickers before your eyes.”

We’ve been seeing more and more of this on TV with everything from mini-animated extras on USA’s “Psych” to a weird mini-soap opera with Alicia Keyes.  These efforts have been less than compelling and the trend worries Gawker:

“Please keep our television commercials in neat little blocks, so that we can get up and go to the bathroom while they are on, or, if we have the proper technology, skip them altogether. This whole “great ads that you want to watch just cause they’re so great” is a huge backlash waiting to happen.”

The problem is that it is only recently that us viewers could easily avoid standard advertising.  As our ability to avoid the ads grow, their impact will decrease and the brands will not be so interested in the model any longer.  Then who’s gonna pay for the TV you watch?

Another Reason to Stick with Netflix

According to PSFK we’re about to see a whole lot more of the below at the local cineplex:

[youtube=http://www.youtube.com/watch?v=tJrq-ZwBehA&hl=en]

Dear lord, it’s bad enough to pay $11 to be bombarded for 30 minutes of ads and previews but at least you can attempt to tune that out.  Now this?!

More Positive Data on Web Video Ads

NewTeeVee has the inside scoop on the Association of National Advertisers and Forrester Research study on TV advertising:

“Of all the new formats the industry is eyeing, 65 percent of advertisers surveyed were looking to try ads in online shows, compared with ads embedded in VOD (55 percent), interactive television ads (43 percent) and ads within the set-top box menu (32 percent). And 87 percent of the same group said they intend to spend more on web advertising in 2008, which can only be good news for new media. For producers looking for sponsors, 87 percent of advertisers believe branded entertainment — from sponsor shout-outs to product placement — will play a stronger role.”

You can read the whole report here.

This is just more good news for those of us in the business of developing original content for the web. As more brands see the opportunities/cost ratio lay waste to the current TV model we’re going to be hearing a lot more on this topic.