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The Digital Innovation Playbook: Creating a Transformative Customer Experience by Nicholas J. Webb

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Chapter 4

The Digital Video Revolution

DIGITAL TECHNOLOGY GIVES ANYONE THE ABILITY TO MAKE A QUALITY TELEVISION SHOW

We spent the last chapter talking ideas and innovation. Now it's time to look at some of the amazing technology that is revolutionizing the digital industry.

In researching The Digital Innovation Playbook I had the sincere pleasure of interviewing some of the true thought leaders in the areas of digital and new media. And I discovered some very important trends that should be known to anyone committed to promoting their innovations via new media.

The first major change occurring with breakneck speed is that of micro video production. That is, the ability for small entrepreneurial organizations to create exquisite, high-production value video. We're talking television-quality videos. The second thing I discovered is the fact that video distribution is no longer a monopoly and that any smart organization with a good digital strategy can build buzz around their video and use it to build both sales and brand value.

Another important trend is the melding of the screens; mobile devices, desktops, and home television sets are now sharing the same micro-produced content. No longer do cable and satellite networks own the cable to your customer's home television set, or better yet, the screen on your mobile device or computer. The digital conduit of the Internet provides a way for great content to earn its way onto small, medium, and large screens.

As champions of digital ...

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