At Microsoft Advance ’08: Strong Content Also Needs Interactivity, Community<!–
Published: May 20, 2008
SEATTLE (AdAge.com) — According to Michael Eisner, story-driven online content is the next big app. “YouTube is to the internet what a nickelodeon is to the movies. It’s the preliminary installment of what is to come,” he said So what is to come? “Great, creative storytelling.”
He continued: “YouTube is filed with stories. … It’s the encyclopedia of everything moving.” And while some are wonderful, he said, the vast majority are skateboarding cats or high-school antics. What’s missing is creative storytelling that capitalizes on a unique aspect of the internet, such as interactivity or community. He said that’s because video search is unsatisfactory, and advertisers tend to be timid when it comes to risks.