Ripe Digital’s Downfall Had Obvious Cause

I was just reading about Ripe Digital, one of a slew of original digital content creators founded in recent years, filing for bankruptcy.  They follow in the footsteps of 60Frames and ManiaTV.

While I am sure their founders are blaming the economy I think the answer is far less obtuse.  According to NewTeeVee, Ripe Digital raised over $45 million in financing.

Ripe Digital was focused on creating entertainment for dudes with the online networks RipeTV, OctaneTV and FlowTV, featuring such shows as Sexy Road Test, Funk Flex TV and Pauly Shore’s America.  LINK

And there it is – one cannot hope to recoup $45 million on a slate where the biggest draw is Paul Shore.  It’s not that there isn’t money to be made in this space, it’s just that it is wildly unrealistic to think in terms of tens of millions of dollars.  Those who succeed in original online video will do so by radically reducing overhead, staffing and all the other acoutremonts of the old media world.

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Poke Fun But “Homeless Real World” Not a Joke

Thanks to now-defunct web video site ManiaTV, there are over 160 hours of footage featuring six homeless people living in Denver.  The show’s creators were never able to convince Mania to go to series and were able to get the footage back.

They have released a “sizzle reel” that gives a very good taste of what they were able to capture.  Since the produccers were independent and not bound by conventional TV approaches the result is quite unusual:

The approach that the producers took to shooting the series is unlike anything on TV. The producers bonded closely with the subjects, at times breaking the fourth wall in the footage. Interviews are more conversation than Q&A and feature nothing like the typical “confessionals” adopted by so many reality shows.

“The cast and crew became so close that they’re still very much in touch with each other,” Ayoub says. “So we can tell you what everyone is doing today.”

This is apparent in the video below.  This is the sort of unique programming that could only happen in the new world of independent web video producers.  Whether or not a major distributor will take on such controversial material is uncertain.  This would be a tough sell to advertisers.  At the same time, one has to wonder if a smart distributor would be able to use the controversy to build the level of attention that advertisers simply cannot ignore.

Homeless Real World (sizzle reel) from Broadcasting & Cable on Vimeo.

Check out the video:

ManiaTV Takes a Shot at Being a Music Label

PaidContent has a bit of information about ManiaTV’s latest venture, an attempt to reinvent what it means to be a music label:

it’s jumping into the music business with a new show called Making the Music, which effectively seeks to take over the role long played by the music labels. The original series is focused on hip-hop producer Scoop Deville as he works on a new album—and maniaTV will get a cut of the revenues once the LP is released.

The idea is that Scoop et. al. will be able to use the social media aspects of show as a way to test-market and hone their final product.  Of course, this only works if people tune in and get involved.

I am always interested in new takes on music production and promotion and this is certainly an intriguing idea.  One does have to wonder, with LP sales decreasing pretty steadily, if getting a cut of the record sales is really worth all that much.  Maybe they are cut into the other potential revenue streams such as licensing, touring and merchandising?