#CUE10 #2: Challenging assumptions between creative works and technology

What assumptions do we make in how we can create by the rules of our technologies?

At the end of March, I begin to teach my Digital Content, Commerce, and Culture course at UCLA Anderson.  This year, I’m morphing it into an examination from a media business perspective of the interplay between assumptions of creativity and technology.  I have a marvelous group of speakers planned and am fairly excited about it.  I’m also working on doctoral research in this arena, so the fibers of my interests are connecting well here.

Many things sparked that interest at CUE 2010 this week.  I am including below some of the links that were shared by intriguing speakers as well as off-site from cohorts and friends.  Most of the elements below tinker with the assumptions that we make between creativity and technology:

  • Assumptions of how we interact with online video:  http://soytuaire.labuat.com/.  I was introduced to this by Roger Wagner, the creator behind HyperStudio.  He showed this to me as an example of where we may be going in terms of interactivity.  Play with this by moving your cursor.  See what assumptions it challenges about (a) a screen-shaped rectangular image and (b) what we can do as users and how to plan for alternate interaction.

Hype and Money

I told Will Richmond at Digital Hollywood that I was really enjoying his e-newsletter. He looked quite startled and told me to pass the word along.

So here I am. I appreciated his post on June 5’s VideoNuze about the abundance of money that is plummeting into video aggregators — http://www.videonuze.com/blogs/?2008-06-05/Video-Aggregators-Have-Raised-366-Million-to-Date/&id=1867

By his account, more than $366 million of new funds have gone into companies that are still scrambling around to figure working business models. This makes me think strongly of Gartner’s Hype Cycle, with so much money chasing so few ad dollars…and video consumers still trying to figure what ad deployment they are willing to tolerate in front and surrounding their videos. A banner CPM with low clickthrough doesn’t pay for a video environment…yet. And advertisers are trying to pieces together the data they get back and the diverse opportunity sets.

As noted in the LA Times, Bit Player Blog, citing comments at the recent Advertising 2.0 event in NYC:

“As Roger Lee, a general partner at Battery Ventures, put it, the online video field is ‘dramatically overfunded.’ Lee said that there are more than 200 companies in the online video market and more than 200 in social media.”

And Metacafe spoke at that same Digital Hollywood saying that only 25% of their visitors were coming through their home page, making aggregators like this more like Quicky Marts for social-network referenced videos instead of viewing destinations.

Or are they hybrids, with vastly diverse time spent, hoping to convert our average of 64 videos viewed and 143 minutes/month for April 2008, according to the just published Nielsen Online figures, into “real time”. We’re pouring funding into time spent so far of about 1/2 of 1 day of average TV viewing per person in the U.S.