Takes A Non-Ad Supported Network to Bring Non-Ad Supported Content Online
Monday, September 8th, 2008Coincidence? I think not. HBO’s web development division, HBOlab, is bringing a host of internet (semi)stars together for The Hooking Up Show.
Seemingly a LonleyGirl meets 90210, with a cast of online video personalities including Jessica Lee Rose, aka ‘lonelygirl15′ as well as Will Video For Food’s Kevin Nalts and Michael Buckley of the “What the Buck Show.”
What does this mean for original online content and its homegrown stars? This blogger isn’t so sure. HBO has said the first season will not be ad supported, so that’s sure to make it easier to aggregate the audiences that enjoy webisodic content but hate ads, but underminds the online video ad supported model that has so far dominated professionally produced web content.
What has me more concerned, however, is when you look a little deeper. HBO certainly has the chops for developing content, and has resources much deeper than most of the other independent web content producers. But is this ensemble cast really telling us that no one individual web-celeb can support a business model? This is the king of cross-pollination of content, and seems like what happens when competing high school cliques decide to have parties on the same weekend. “Well, if you bring your party to my party, then we’ll have a really good party.”
Kudos to HBOlab and everyone involved. We’ll be sure to keep a close eye out on this one.
Ben adds: I just have to point out the irony that a little more than a year ago we were discussing who would be the HBO of online video. I argued then that existing online video producers need to offer higher quality content. HBO seems to be offering an outlet for these guys to make this possible. It took them a year to come around, but maybe the HBO of online video will be HBO.






