Online video, in addition to changing the way media is produced has resulted in entirely new genres of programming. Whereas most online video began as short form one-off videos, new media producers are increasingly creating interactive serials to engage and grow audiences.

The originator of this genre is the lonelygirl15 series. Through interesting content and viral marketing producers were able to build a complex interactive series from a starting point of simple low-budget video diaries. Nothing like this was ever done before because the medium for it never existed.

Already the example set by Jessica Rose and the LG15 co-creators is being followed. Smart producers are developing storylines that begin with one successful video, and develops into a series viewers return to. Ben Relles’ ObamaGirl series is a prime example of this. What appeared as a one-off music video is developing into a plot-driven episodical.

Once an audience is built these producers are spinning off new series’ developing niche audiences on niche audiences and engaging larger numbers of people. LonelyGirl15 recently spun off KateModern (with sponsorship from BEBO, Microsoft, Buena Vista and Procter & Gamble).

Above: The most recent KateModern Episode

The ObamaGirl series has built steam since the initial video. Relles and model Amber Lee Ettinger have milked it for television appearances and introduced a lineup of new characters including GulianiGirl, KucinichGirl (pic below via Huffington Post) and the Romney Girls in the recent ObamaGirl attack-ad.

Interactive serial programming has become very successful in generating an engaged audience. As the KateModern example shows, these audiences are valuable and more of these programs are sure to emerge.

This entry was posted on Sunday, August 12th, 2007 at 5:55 pm and is filed under User Generated, Video Portals, Viral, WebTV, video syndication. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.